Millennials-The Ideal Target Group for Cosmetics Companies

The Millennials (born between 1983 and 1994) are considered the first generation of so-called digital natives. The target group can still be differentiated into “Generation Y” and “Generation Z“, depending on whether they are meant to be the twenties and young parents or teenagers among the Millennials.[1]They enjoy themselves and their lives to the fullest and their consumption is shaped by digital technologies. Therefore, they form the ideal target group for cosmetics companies. This also applies to the male part of the population.

Nowadays, male grooming products are not limited to shaving creams, aftershave, hair gel, body wash, some men’s shampoo or deodorant. The research from YouGov is based on the responses of more than 12,750 men. 22% of men of all ages have a skincare regimen. The percentage of men between 18 and 34 years old (29%) is twice as high as that of men over 50 years old (16%).

Millennials are currently the largest spending demographic group, which influence affect grooming trends. Their unconventional attitudes are creating important opportunities for beauty and personal care brands. The use of natural men’s make-up has brought over 3 billion euros to companies worldwide in 2018.[2]

[1] https://www.wuv.de/dossier/millennials_als_zielgruppe

[2] https://digitalbeauty.com/male-makeup-the-rise-of-beauty-and-the-millennial-man/