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How Skincare Purchasing Habits Differ By Generation : It doesn’t matter how old you are; we all want to take care of our skin to keep us feeling and looking our best. When it comes to skincare, though, there’s no one-size-fits-all solution, and the path you choose to keep your skin glowing may depend on what era you were born in. This also impacts the products you swear by and the brands you choose to consume from. This article will explore ways in which skincare habits change from one generation to the next.
Boomers
The Boomers generation, born between 1955 and 1964, falls into the 60-69 age bracket. They grew up in the aftermath of the Second World War, raised by parents who had lived through it, not to mention the Great Depression. Put simply, this is a tough generation.
When it comes to their skincare, it’s fair to say that their routine and purchasing behaviours drastically differ from the grandchildren. After all, they’ve grown up at a time when TikTok was nothing more than the sound of their clock.
This is a generation that hasn’t grown up in the influencer era, nor have they been bombarded with products from brands that have found ways to dominate the complex algorithms of social media. Instead, word of mouth and brand reputation are far more pivotal factors. They’re also often extremely loyal to the few brands they choose to use.
In terms of their routine, simple would probably be the most accurate word to describe how they look after their skin. Although they’d probably say tried and tested would be a better fitting description.
It’s also worth considering their age. Many people in this age bracket start to experience dry skin at this time of their lives, while others want to experiment with antiaging creams. Aside from this, their skincare routine often doesn’t waiver from a morning wash and an evening cleanse.
Gen X
Those who are part of Generation X were born between 1965 and 1980, which would make them aged between 44 and 59 years old today. However, they’ll tell you that 50 is very much the new 40, as they’re determined to not be left behind when it comes to technological developments and beauty trends.
As a result, they’ll often follow skincare trends that are popular with their children, who will belong to the millennial generation or Gen Z. However, they’re often not as concerned about price as younger consumers, possibly due to having more disposable income available.
They’re open to trying new things in their attempt to look and feel young, but at the same time, they’re not quite as experimental as their children. They’re often committed to household brands and swayed by organic and natural ingredients.
Millennials
Millennials are born between 1981 and 1996, making them between 28 and 43 years old. This is the first age group that contains people who have fully grown up in the social media era, making them heavily influenced by the skincare products that celebs are using and promoting.
It’s also worth considering celebrity-owned brands or creator-led brands that are becoming increasingly popular. For example, Kylie Jenner’s Kylie Skin and Rihanna’s Fenty Beauty are just two of the brands demonstrating the success that celebrities turned entrepreneurs are having.
This generation is also when consumers start to become increasingly aware of sustainability efforts and the eco-friendliness of brands from which they’re purchasing. In terms of trends, millennial-shaped skincare trends include using sunscreen, which many millennials will use on a daily basis. In terms of other products, millennials are fond of cleaners, peelers, and eye creams.
Gen Z
Gen Z takes a totally unique approach to skincare. Born between 1997 and 2012, these 12- to 27-year-olds are far less likely to be loyal to one brand and more open to following the latest skincare trends that they’ve seen on social media.
Marketing to this generation is probably the easiest, yet keeping hold of them is probably the hardest. What’s more, brands need to take into account that their own values will be considered by Gen Z consumers, so it’s not all about the products. This age group is the most likely to be concerned about vegan ingredients and cruelty-free practices.
Despite being eager to follow the latest trends, it’s also worth noting that Gen Z is most likely to rebel. Currently, this age group opts for a natural look, with surgeons like Gary Ross noting that younger people are more likely to avoid surgery, even makeup together, instead choosing to look after themselves with healthy, organic ingredients.
A typical Gen Z evening routine will involve removing any make-up, using a facial spray, and also taking any steps to reduce the effects of sitting in front of a screen for long hours.
