What Are The Different Demographics Of Makeup Users Statistics

TABS Analytics' 2d almanac U.S. Cosmetics Study found that millennial women (ages xviii to 34) are the heaviest buyers of beauty products in the $13 billion cosmetics market (market place size excludes skin care and hair care products). Millennials are twice equally probable to be heavy buyers (defined as purchasing ten+ types of products a year) and account for 47 percent of all heavy buyers. This compares to to the boilerplate heavy buyer percentage of 29 per centum for the cosmetics industry. Demographics are a key challenge for CPG marketers. 

Cosmetics & Beauty Trends Influenced by Millennials

Unlike in the majority of consumer packaged goods categories, where women 35 to 54 years old are the cadre target market, millennial women not only are the heaviest buyers in the cosmetics category, only their habits are transforming the industry. This transformation can be seen in areas such equally make preferences, outlet preferences and methods for gathering information. In full general, heavy buying declines amid older age groups.

The TABS study also found that higher income correlated to a likelihood of beingness a heavy cosmetics buyer. Of the 13 percent of the population with incomes of $125,000 or more than per yr, 39 percent of that grouping are heavy buyers. This represents a shift from the 2014 study, which showed a decline in heavy buying among those with college incomes.

Interestingly, millennials are helping to drive sales in the specialty beauty channel. The TABS study found that penetration (consumers buying at to the lowest degree once per year) and purchase rates for Sephora and Ulta, in particular, are upwards double digits compared to 2014. A skillful example of what Sephora is doing to attract millennial consumers, including customizing the shopping experience and having the correct make selection, is detailed in this article from Millennial Marketing.

Millennials Rely on Beauty Blogs and YouTube

Trends in social media usage help explain why consumers are ownership cosmetics, specially among millennial heavy users. Beauty blogs and YouTube are proving to be significant consumer communication vehicles for heavy cosmetic buyers.

Xx-9 percent of heavy buyers report that blogs are very important in helping to make up one's mind which cosmetics to buy. YouTube is very important to 28 percent of heavy buyers in determining which cosmetics to buy. However, when looking at all buyers, the importance of blogs and YouTube when determining which cosmetics to buy drops to 16 percentage.

For highlights of the 2015 study, delight see our infographic. Please click on the imprint below to go your copy of the total study 2015 cosmetics written report.

Source: https://www.tabsanalytics.com/blog/millennial-women-key-to-growth-in-cosmetics-industry

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