Investigación de mercado de belleza milenaria

Los millennials son la generación de personas nacidas entre 1982 y 2000.

The beauty market has grown, and continues to grow significantly because of the behaviors and habits of this age group.  Concern about and care for one’s appearance increased when they made ‘selfies’ a household word and thrust sites such as Instagram into the limelight. Taking pictures of oneself with smartphone cameras and then sharing them on social media is a more common means of communicating than are phone conversations.

Productos de belleza milenarios

Though many are familiar and have been around for decades, many new products have been introduced into the millennial beauty market. These products are applied to every exterior part of one’s body, from hair to eyes to mouth to hands and toes – as well as consumed internally to foster beauty “from the inside out”. 

Por la mañana En la ducha, los Millennials pueden usar:

• champús, acondicionadores, jabones y jabones corporales 

…y fuera de la ducha, pueden utilizar estos productos:

• Productos de higiene bucal, incluidos blanqueadores dentales, pastas dentales para controlar el sarro, cepillos de dientes especialmente diseñados, limpiadores de agua, enjuagues bucales y ambientadores.
• productos (y servicios) para el cuidado de las uñas
• Maquinillas de afeitar, hojas y otros dispositivos de afeitado y cuidado corporal.
• Productos para aplicar tales geles, cremas, lociones, polvos y productos para el cuidado de la piel.
• verse bien/mejoradores de apariencia incluyen maquillaje y cosméticos
• oler buenos productos como desodorantes, fragancias
• ingestion of health-related vitamins, supplements, and food, including fiber or probiotics.

Durante el día y la noche…Millennials may use fitness, wellness, nutrition, and sleep for good health and beauty. Millennials have seized upon technology as yet another way to control and improve their lives.

• Wearable clothing and devices, along with the number of related apps have grown geometrically in a fairly short period of time. Not only did Apple create a breakthrough with its mobile phone and iTunes, but it also revolutionized the way that consumers could monitor nearly every aspect of their daily activities, from awakening all the way through a night’s sleep.
• Los fabricantes de camas y almohadas promueven formas en que las personas pueden mejorar su “descanso de belleza”.

DTC Channel Economics and the Margin Misconception

Direct-to-consumer beauty brands often celebrate higher gross margins without accounting for the full cost of customer acquisition. DTC channel economics in beauty look attractive at the unit level but deteriorate at scale. Customer acquisition cost for a new millennial beauty buyer through paid social now exceeds the first-order gross profit for most brands priced below the prestige tier.

The brands making DTC economics work follow a specific pattern. They use social commerce as a discovery channel, not a transaction channel. Brands like Drunk Elephant built initial awareness through Instagram but drove the majority of volume through Sephora’s retail footprint. The DTC site became a replenishment and bundle engine with lower acquisition cost because the initial conversion happened in a physical retail environment where trial friction is lower.

Trade spend optimization looks different in this model. Instead of funding price promotions on the DTC site, the sharper play is funding in-store sampling programs that reduce the trial barrier, then capturing the replenishment revenue through owned digital channels. The promotional lift from an in-store sampling activation for millennial beauty products consistently outperforms digital coupon campaigns when measured on a full-cycle basis rather than first-purchase attribution alone.

Clean Beauty, Private Label Threat, and Assortment Rationalization

Clean beauty is no longer a niche. It is a shelf strategy. Retailers like Target and Ulta have dedicated clean beauty sections, and the assortment rationalization decisions in those sections follow different rules than the rest of the store. The private label competitive threat in cosmetics is most acute in the clean segment because ingredient transparency reduces the perceived risk of switching from a branded to a store-brand product.

SIS International’s proprietary research in the beauty vertical indicates that millennial consumers evaluate “clean” claims through a hierarchy: they check the ingredient list first, then the certification badge, then the brand narrative. Brands that lead with narrative without substantiating the ingredient story lose credibility faster than brands that make no clean claims at all.

This hierarchy has direct implications for assortment rationalization strategy for the millennial demographic. Retailers rationalizing SKUs in the clean beauty set should evaluate not just velocity but ingredient differentiation. Two products with similar sales velocity but different hero ingredients serve different consumer need states. Cutting one based on category management optimization metrics alone risks losing a segment of the clean-beauty buyer who has no substitute in the remaining assortment.

¿Cómo puede ayudar la Investigación de Mercado?

Aunque se los agrupa como millennials, de ninguna manera los jóvenes de 18 años actúan como los de 36 años. ¡Piensa en cualquiera que tenga el doble de tu edad!

Debido a tales diferencias dentro de este segmento de mercado, y más aún en comparación con otros segmentos más antiguos, es importante desarrollar un plan de acción para estudiar y evaluar las formas en que perciben, evalúan, compran y utilizan los productos de belleza.

• Trends can be monitored via secondary research and analysis of social media traffic.
• Para comprender mejor las actitudes y comportamientos de los millennials hacia los productos de belleza, por edad y género, se pueden realizar encuestas y entrevistas por teléfono o en línea.
• In stores and in focus group facilities, physical products can be shown, touched and smelled to further gain reactions.

A los consumidores se les pueden hacer una serie de preguntas inquisitivas sobre sus compras actuales y potenciales. A continuación se muestran algunos ejemplos dDurante el proceso de decisión de compra:

• ¿Qué tipo de contenido se busca durante la fase de búsqueda/comparación?
• ¿Qué importancia tienen los diferentes canales de medios para crear conciencia, selección y compra de productos de belleza?
• ¿Quiénes son los líderes de opinión, modelos, estrellas u otros portavoces?
• ¿Cuál es la sinergia entre las tiendas minoristas y la información, vídeos e imágenes digitales?
• ¿Cuáles son sus actitudes hacia las tiendas especializadas como Sephora y Ulta?
• ¿Qué importancia tiene el embalaje y la exposición?
• What is the role of brands and designer names?
• ¿Qué tan sensibles son al precio?
• ¿Hasta qué punto es importante lo totalmente natural u orgánico?

La importancia de la tecnología

Using the internet, millennials tend to search for products and compare prices and seek bargains and deals that offer the best value for their money. The Customer Journey is more complex with the rise of new touch-points and evolving expectations.  They look for and share a variety of coupons and offers that are presented to them in their digital-oriented world.

• ¿Con qué frecuencia compran en tiendas minoristas versus en línea o en dispositivos móviles?
• ¿Qué aplicaciones usan para ver cómo se verían con diferentes colores de cabello y peinados, maquillaje para ojos y cara y opciones de lápiz labial?
• ¿Se “prueban” virtualmente ropa, anteojos y productos relacionados?

Social Commerce Impact: What the Evidence Shows

TikTok Shop generated over a billion dollars in U.S. beauty GMV in its first full year. The social commerce impact on beauty brands is structural, not cyclical. But the revenue concentration is extreme. A handful of SKUs drive the vast majority of social commerce volume, and those SKUs share common traits: visible before-and-after results, a price point under the impulse threshold, and a formulation simple enough to explain in a short-form video.

Millennial beauty market research that ignores social commerce as a channel now produces incomplete shopper journey maps. The purchase path for a serum discovered on TikTok looks nothing like the path for the same serum discovered through a dermatologist recommendation. Attribution models that collapse these into one funnel misallocate trade spend and overstate the contribution of paid search.

Oportunidades del mercado de belleza milenario

Es de destacar que el poder adquisitivo de los millennials aumentará en los próximos años a medida que aumenten sus ingresos. Entonces, si bien es posible que actualmente no gasten tanto como sus contrapartes mayores, es importante establecer sus marcas y productos lo más temprano posible en la vida de sus clientes.

Millennials seek the opportunity to discover and try new products, services and alternative offerings. As such, you may have the opportunity to cross sell your product line.

Así que asegúrese de comprender y satisfacer las necesidades de los millennials para seguir siendo competitivos y tener éxito en este mercado.

Where Millennial Beauty Market Research Creates the Largest Return

Three areas produce disproportionate value. First, concept-product fit testing before launch, specifically testing not just the product concept but its fit within the target consumer’s existing routine. Second, shelf space allocation informed by ingredient differentiation rather than velocity alone. Third, channel-specific journey mapping that separates social commerce discovery from search-driven and retail-driven paths.

The brands pulling ahead in millennial beauty are not spending more on research. They are asking different questions. Instead of “does she like this product,” they ask “where does this product live in her morning.” Instead of “what is her price sensitivity,” they ask “what would make her replace the product she already owns.” Millennial beauty market research, done at this level of specificity, becomes the basis for portfolio strategy rather than a validation exercise.

The opportunity is large and growing. The generation that redefined beauty purchasing is now entering its peak earning years with established routines, strong opinions, and declining patience for products that do not earn their place in the regimen.

Acerca del SIS

SIS Beauty Innovation provides consulting and research solutions for skincare, haircare and nailcare companies.  We provide innovation, product testing, validation, market research services.  SIS International also provides Strategy Research and Consulting with Competitive Analysis, Go To Market and Industry tracking.  Taken together, SIS provides:

• Innovación y generación de ideas
• Pruebas y validación de productos
• Investigación estratégica

Nuestros métodos incluyen cocreación, grupos focales, pruebas de uso en el hogar (IHUT), comunidades de conocimiento en línea y análisis competitivo.