밀레니얼 뷰티 시장 조사

밀레니얼 세대는 1982년부터 2000년 사이에 태어난 세대입니다.

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.

밀레니얼 뷰티 제품

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”. 

아침에 밀레니얼 세대는 샤워할 때 다음을 사용할 수 있습니다.

• 샴푸, 컨디셔너, 비누, 바디워시 

...샤워 후에는 다음 제품을 사용할 수 있습니다.

• 치아 미백, 치석 조절 치약, 특수 설계된 칫솔, 워터픽, 구강 청결제 및 청정제를 포함한 구강 위생 제품
• 네일케어 제품(및 서비스)
• 면도기, 면도날, 기타 면도 및 신체 정리 도구
• 젤, 크림, 로션, 파우더, 스킨케어 제품 등을 바르는 제품
• 보기 좋게/외모 강화제에는 메이크업 및 화장품이 포함됩니다.
• 데오드란트, 향수 등 좋은 제품의 냄새를 맡으세요.
• ingestion of health-related vitamins, supplements, and food, including fiber or probiotics.

낮에도 밤에도…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.
• 침대 및 베개 제조업체는 사람들이 "미용 휴식"을 개선할 수 있는 방법을 홍보합니다.

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.

시장 조사가 어떻게 도움이 되나요?

밀레니얼 세대로 통칭되지만, 18세는 결코 36세처럼 행동하지 않습니다. 당신 나이의 두 배인 사람을 생각해 보세요!

이 시장 부문 내의 이러한 차이로 인해, 그리고 다른 이전 부문과 비교했을 때 더욱 그렇습니다. 미용 제품이 인식, 평가, 구매 및 사용되는 방식을 연구하고 평가하기 위한 실행 계획을 개발하는 것이 중요합니다.

• Trends can be monitored via secondary research and analysis of social media traffic.
• 뷰티 제품에 대한 밀레니얼 세대의 태도와 행동을 연령별, 성별별로 더 잘 이해하기 위해 전화나 온라인을 통해 설문조사와 인터뷰를 실시할 수 있습니다.
• In stores and in focus group facilities, physical products can be shown, touched and smelled to further gain reactions.

소비자는 현재 및 잠재적 구매에 대해 여러 가지 조사 질문을 받을 수 있습니다. 다음은 몇 가지 예입니다.구매 결정 과정 중:

• 검색/비교 단계에서는 어떤 종류의 콘텐츠를 찾나요?
• 뷰티 제품의 인지도, 선택, 구매에 있어 다양한 미디어 채널이 얼마나 중요합니까?
• 오피니언 리더, 모델, 스타 또는 기타 대변인은 누구입니까?
• 소매점과 디지털 정보, 비디오, 사진 사이의 시너지 효과는 무엇입니까?
• 세포라, 울타 등 전문점에 대한 그들의 태도는 어떤가요?
• 포장과 디스플레이가 얼마나 중요한가요?
• What is the role of brands and designer names?
• 가격에 얼마나 민감한가요?
• 100% 천연 또는 유기농이 어느 정도 중요합니까?

기술의 중요성

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.

• 소매점에서 쇼핑하는 빈도와 온라인 또는 모바일 기기에서 쇼핑하는 빈도는 얼마나 됩니까?
• 다양한 색상의 머리카락과 헤어스타일, 눈과 얼굴 화장, 립스틱 옵션으로 자신이 어떻게 보일지 확인하기 위해 어떤 앱을 사용합니까?
• 그들은 의류, 안경 및 관련 제품을 가상으로 “시착”합니까?

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.

밀레니얼 뷰티 시장 기회

밀레니얼 세대의 소득 증가에 따라 향후 몇 년간 이들의 소비력도 높아질 것이라는 점은 주목할 만하다. 따라서 현재는 이전 기업만큼 많은 비용을 지출하지 않을 수 있지만 고객의 삶에서 가능한 한 일찍 브랜드와 제품을 확립하는 것이 중요합니다.

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.

따라서 이 시장에서 경쟁력을 유지하고 성공하려면 밀레니얼 세대의 요구 사항을 이해하고 충족해야 합니다.

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 정보

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:

• 혁신 및 아이디어 창출
• 제품 테스트 및 검증
• 전략 연구

우리의 방법에는 공동 창작, 포커스 그룹, IHUT(가정 내 사용 테스트), 온라인 통찰력 커뮤니티 및 경쟁 분석이 포함됩니다.