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Gen X: New Potentials for Beauty Industry



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In recent years, the beauty industry is very focused on the young generation and children, Generation X (ages 38-53) is often overlooked. However, as the industry is booming globally, well-known brands are beginning to realize the potential of this generation in the marketplace.

Gen X: New Potentials for Beauty Industry

Brands should pay much attention to Gen X / Ph: pinterest

1- About Gen X

Gen X is the term used to describe the generation born in 1964-1980. The demographic boundaries of the X generation are not clearly defined, depending on who uses the term, where and when. The term Generation X is used in demography, social sciences, and marketing in modern times. Else, Generation X was noted for its entrepreneurial spirit and technological savvy because they were the driving force behind the development of the Internet from its early days. Giants such as Google, Yahoo, Myspace, Dell, and hundreds of other billion-dollar technology companies are created by people who are born in Generation X.

From the age of 38 to 53, Gen X is often called the "sandwich generation". This is because they have to support both generations (their parents and children). So, while the women of the X gene have a high income, they often place an interest in the other person before them. But they are a force to be reckoned with. Pew Research reports that Gen X is the second-largest workforce in the United States. In addition, according to Target Marketing, 96% of this generation has the money left after paying the bill.

According to Sprout Social, half of the members of Gen X in the United States follow a brand on social media before making a purchase. Impressively, 70% of them have the ability to buy something from a brand they follow online. However, consumers of this generation are cautious when theyre choosing products. Not only do they consider the proposition, but they also want real evidence that the product is useful. Since then, they have drawn brands in line with their broader principles and lifestyles.

2- Ignorance

The beauty industry is focused on young people because the amount of profit they earn from this generation is enormous. Recently, many in their 20s and early 30s and began to build some of their income streams and wrinkles. But what about the members of Gen X and their deep winkle on their face? Although they account for only 25% of the population, their spending power covers 31% at all, according to a recent Forbes article.

"I have no brand loyalty because I have no favorites. In my ideal world, there would be an experienced, knowledgeable, neutral party that could evaluate me and recommend products without pushing one brand or line. I know that Sephora-type places are supposed to do that, but I havent had positive experiences. It seems like the salespeople are usually young and dont understand 40-year-old skin" says Mary, 45.

Do beauty industry need to consider focusing more on this generation?

 Gen X: New Potentials for Beauty Industry

Cosmetic brands should pay attention to their aging process in a delicate way / Ph: pinterest

3- Their aging process

Gen X is seeking solutions to the aging process and wants to know more about what will add value to their busy lives. They also have apparent ideas about what they are looking for from brands and how they want to be communicated. In particular, they do not want to live on the negative meanings associated with age.

Using outdated terms and inappropriate brand ambassadors can adversely affect a brands message when it comes to aging. When brands make a mistake, consumers will feel misunderstood and ignored.

"We were excited about having a laugh and poking fun at all of these ridiculous stereotypes that are constantly thrown at us and just saying, this is stupid. [Gen X] has grown up more pessimistic and a little more skeptical, so I think that in order to connect with this group of people, you can’t come out with this glossy ad and say everything is going to be okay if you use this product. Instead, you have to do it with a wink" explains Rachel Shelowitz, the vice president of global marketing and development at Philosophy.

It is essential for the brand to choose an age-appropriate ambassador. Not only having creative concepts and ambassadors but also choosing the right marketing language, brands should use a more subtle approach and avoid terms like "anti-aging".

Kiehl is leading the way in changing the message of aging. The two recent launches are pure skin creams and skin lightening formulas focused on improving skin texture, rather than dealing with signs of aging such as wrinkles. Meanwhile, B-Glowing Beauty, a luxury brand aimed at women over the age of 35, focuses on languages like "age embracing” and “rule-breaking”.

4-They also care about their skin

As well as seeking treatments for aging-related needs, researchers found that people in this generation also looked for products that addressed other targeted issues. For example, acne, blackheads, pigmentation, skin tone improvement. Deciems The Ordinary, for example, is guiding consumers on anti-aging regimens, introducing the importance of using retinol (vitamin A) products.

Acne is not just a problem in teens. It is a skin problem that affects women even so long after puberty. Reduced production of collagen and elastin, increased exposure to sunlight, and increased levels of stress make Gen X consumers face adult acne. This requires different treatment products than the young ones. According to the American Academy of Dermatology, 54% of women over 25 have acne.

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Gen X: New Potentials for Beauty Industry

Its necessary to have more cosmetics for Gen X / Ph: Olay

5- Its time to focus more on Gen X

One thing to keep in mind is that its hard to talk to a member of the Gen X team about skin care. The brands should make them feel empowered, put them first, acknowledge their interests, and bring them to products that address specific issues while preventing long-term damage.

One of the best appeals to Gen X attracted attention from a cosmetic company called Philosophy. This brand recently revealed a campaign with 46-year-old Ellen Pompeo. In the video that the brand promoted a lot on social media, Pompeo rolls her eyes and does push-ups and other robust activities as an old-timey, ‘50s-style narrator says, "Welcome to middle age. It’s all downhill from here. Wind down your career. Give in to your dwindling capacities."

Maybe in the future, this generation will attract more attention from the brands in the beauty industry. They deserve it. Do you agree with that?

Gen X: New Potentials for Beauty Industry

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