The vegan food movement, which has realized 600% growth between 2014-2017[v] has found life in the beauty industry as millennials strive to unify their values across all aspects of life. Brands are being pushed to find efficient, sustainable and harmless substitutes that still provide efficacy. These substitutes equal attributes, these attributes are what constitutes these products being found among a sea of cosmetic and beauty items.
Millennials are changing the face of beauty, yet it’s anything but straightforward.
32% of prestige brand makeup sold in 2017 was classified as vegan or cruelty free according the NPD, resulting in boasting 27% sales increase in 2017 alone on items bearing the claim.
This movement is finding its way to mass market brands, as shoppers seek to avoid ingredients like
Other popular product claims include attributes such as “anti-pollutant”, “environmentally friendly”, “naturally sourced” and “clean”. In addition, Gen Y’ers scour panels to ensure certain chemicals are NOT included in the list such as parabens, phthalates, silicones, and synthetic fragrances.
An example of the growing brand consciousness is CoverGirl, which gained “Leaping Bunny” certification from Cruelty Free International making it the first big brand to gain such credentials. [vii]
Superfoods are Needed Beauty Attributes
Not only are millennials concerned with what’s NOT in their products, they care as much about what IS. Superfoods have made a reappearance in all personal care categories, as millennials seek a holistic lifestyle marrying outer beauty with inner self care.
The biggest ingredient gains include:
- Manuka honey
Fine Print Now A Big Deal For Millennial Beauty
Beyond nourishment, millennials seek expert endorsement, leading to more “certified” or endorsed dermatological products such as Dove’s DermaSeries. Traditionally medicinal ingredients that were once hidden in tiny font, are now showcased in packaging. Both Mintel and leading expert, Rocio Rivera of L’Oreal, tout products with Vitamin C as top movers, while P & G’s Olay head, Stephanie Robertson, identifies Vitamin B3 as a hot trending old-yet-new-again ingredient.[iv]
Millennials harbor a secondary interest in keeping skin healthy; free from pollutants, including UV Rays, High Energy Visible (HEV) light from mobile phones and of course, the environment. To aid in this, this group seeks natural products with minimal artificial ingredients, pushing naturally positioned products to a 40% faster growth rate than conventional skincare products[iii].
Product Information Drives Consumers
This group of consumers yields power at the sales counter and is expanding within the digital age. Shoppers are now shopping everywhere and all the time. Take advantage of these trends with attributes geared towards these competitive markets and do it in a matter of a few days with ItemMaster.
Millennials take pride in being part of a solution and these core attributes are what drives their decisions. Ensure you are part of the decision-making process with attributes catering to these lifestyles and let ItemMaster do the heavy lifting.
[i] Influenster Survey, 5448 participants, May 2016
[ii] US Prestige Beauty Industry Sales Rise 6% in 2017 Reports the NPD Group. 1/31/18
[iii] Millennials influence skin care trends, Seth Mendelson, May 17, 2018
[iv] Millennials influence skin care trends, Seth Mendelson, May 17, 2018
[v] Vegan Makeup: The Latest Millennial Beauty Fixation, Thanks to wellness-obsessed young consumers, going vegan has become a powerful marketing tool for makeup brands. By Ellen Thomas on October 23, 2018
[vi] Elle Magazine, Millennial Movement: These Beauty Products Are What Gen Y Girls Are Into These Days
[vii] WWD, Cover Girl Gets Cruelty-Free Certified, The brand has achieved Leaping Bunny certification as part of a new long-term partnership between Coty Inc. and Cruelty-Free International. By Ellen Thomas on November 5, 2018