ミレニアル世代の美容市場調査

ミレニアル世代は1982年から2000年の間に生まれた世代です。

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.

ミレニアル世代の美容製品

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”. 

午前中に シャワーでは、ミレニアル世代は次のようなものを使用するかもしれません。

• シャンプー、コンディショナー、石鹸、ボディウォッシュ 

…そしてシャワーの後は、次の製品を使用できます。

• 歯のホワイトニング、歯石抑制歯磨き粉、特別に設計された歯ブラシ、ウォーターピック、マウスウォッシュ、清涼剤などの口腔衛生製品
• ネイルケア製品（およびサービス）
• カミソリ、刃、その他のシェービングおよびボディグルーミング用具
• ジェル、クリーム、ローション、パウダー、スキンケア製品などの塗布用製品
• 見た目を良くする/外見を向上させるものには、メイクアップや化粧品が含まれます。
• デオドラント、フレグランスなどの良い香りの製品
• ingestion of health-related vitamins, supplements, and food, including fiber or probiotics.

昼も夜も…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.
• ベッドや枕のメーカーは、人々が「美しい休息」を改善できる方法を宣伝しています。

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.

市場調査はどのように役立ちますか?

ミレニアル世代としてひとまとめにされてはいますが、18 歳の人たちが 36 歳の人たちのように行動するわけではありません。自分の年齢の 2 倍の人たちのことを考えてみてください。

この市場セグメント内では、他の古いセグメントと比較してもこのような違いがあるため、美容製品が顧客によってどのように認識され、評価され、購入され、使用されているかを研究し、評価するための行動計画を策定することが重要です。

• Trends can be monitored via secondary research and analysis of social media traffic.
• ミレニアル世代の美容製品に対する態度や行動を年齢や性別別にさらに詳しく把握するために、電話やオンラインでアンケートやインタビューを実施することができます。
• In stores and in focus group facilities, physical products can be shown, touched and smelled to further gain reactions.

消費者は、現在の購入や将来の購入について、いくつかの詳細な質問をされることがあります。以下にいくつかの例を示します。購入決定プロセスの実行:

• 検索/比較フェーズではどのようなコンテンツが求められますか?
• 美容製品の認知度、選択、購入を促進する上で、さまざまなメディア チャネルはどの程度重要ですか?
• オピニオンリーダー、モデル、スター、その他のスポークスパーソンは誰ですか?
• 小売店とデジタル情報、ビデオ、写真との相乗効果は何ですか?
• セフォラやアルタなどの専門店に対する彼らの態度はどうでしょうか?
• パッケージングとディスプレイはどれくらい重要ですか?
• What is the role of brands and designer names?
• 彼らは価格に対してどれくらい敏感ですか？
• オールナチュラルやオーガニックはどの程度重要ですか?

テクノロジーの重要性

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.

• 小売店で買い物をする頻度と、オンラインやモバイルデバイスで買い物をする頻度はどれくらいですか?
• さまざまな髪の色や髪型、目や顔のメイク、口紅のオプションでどのように見えるかを確認するために、どのようなアプリを使用しているのでしょうか?
• 衣服、眼鏡、関連商品を仮想的に「試着」するのでしょうか?

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.

ミレニアル世代の美容市場機会

注目すべきは、ミレニアル世代の購買力は、所得の増加に伴い、今後数年間で増加するということです。したがって、ミレニアル世代は現時点では上の世代ほど多くを費やしていないかもしれませんが、できるだけ顧客の人生の早い段階でブランドと製品を確立することが重要です。

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.

したがって、この市場で競争力を維持し成功するには、ミレニアル世代のニーズを理解し、満たすようにしてください。

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.

SISについて

戦略情報システム 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:

• イノベーションとアイデア創出
• 製品テストと検証
• 戦略リサーチ

当社の手法には、共同創造、フォーカス グループ、家庭内使用テスト (IHUT)、オンライン インサイト コミュニティ、競合分析などがあります。