Pesquisa de mercado de beleza milenar

Millennials são a geração de pessoas nascidas entre 1982-2000.

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.

Produtos de beleza milenares

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”. 

Pela manhã no chuveiro, os Millennials podem usar:

• xampus, condicionadores, sabonetes e sabonetes corporais 

…e fora do banho, eles podem usar estes produtos:

• produtos de higiene oral, incluindo branqueamento dentário, pasta dentífrica para controlo do tártaro, escovas de dentes especialmente concebidas, coletores de água, colutórios e ambientadores
• produtos (e serviços) para cuidados com as unhas
• aparelhos de barbear, lâminas e outros dispositivos para barbear e para cuidar do corpo
• produtos para aplicar géis, cremes, loções, pós e produtos para a pele
• boa aparência/melhoradores de aparência incluem maquiagem e cosméticos
• cheirar bons produtos, como desodorantes, fragrâncias
• ingestion of health-related vitamins, supplements, and food, including fiber or probiotics.

Durante o dia e à noite…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.
• Os fabricantes de camas e travesseiros promovem maneiras pelas quais as pessoas podem melhorar seu “descanso de beleza”.

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.

Como a Pesquisa de Mercado pode ajudar?

Embora sejam agrupados como millennials, de forma alguma os jovens de 18 anos agem como os de 36 anos. Pense em alguém que tenha o dobro da sua idade!

Devido a essas diferenças dentro deste segmento de mercado, e ainda mais em comparação com outros segmentos mais antigos, é importante desenvolver um plano de ação para estudar e avaliar as formas como os produtos de beleza são percebidos, avaliados, adquiridos e utilizados por eles.

• Trends can be monitored via secondary research and analysis of social media traffic.
• Para compreender melhor as atitudes e comportamentos dos millennials em relação aos produtos de beleza, por idade e género, podem ser realizadas pesquisas e entrevistas por telefone ou online.
• In stores and in focus group facilities, physical products can be shown, touched and smelled to further gain reactions.

Os consumidores podem responder a uma série de perguntas investigativas sobre suas compras atuais e potenciais. Abaixo estão alguns exemplos ddurante o processo de decisão de compra:

• que tipo de conteúdo é procurado durante a fase de pesquisa/comparação?
• qual a importância dos diferentes canais de mídia na conscientização, seleção e compra de produtos de beleza?
• quem são os formadores de opinião, modelos, estrelas ou outros porta-vozes?
• qual é a sinergia entre lojas de varejo e informações digitais, vídeos e fotos?
• quais são suas atitudes em relação a lojas especializadas como Sephora e Ulta?
• quão importante é a embalagem e a exibição?
• What is the role of brands and designer names?
• quão sensíveis eles são ao preço?
• até que ponto é totalmente natural ou orgânico importante?

A importância da tecnologia

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.

• com que frequência eles compram em lojas de varejo em vez de on-line ou em dispositivos móveis?
• quais aplicativos eles usam para ver como ficariam com diferentes cores de cabelo e penteados, maquiagem para olhos e rosto e opções de batom?
• eles “experimentam” virtualmente roupas, óculos e produtos 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 do mercado de beleza milenar

É digno de nota que o poder de compra dos millennials aumentará nos próximos anos à medida que os seus rendimentos aumentarem. Portanto, embora atualmente eles possam não gastar tanto quanto seus colegas mais velhos, é importante estabelecer suas marcas e produtos o mais cedo possível na vida de seus 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.

Portanto, certifique-se de compreender e atender às necessidades da geração Y para se manter competitivo e ter sucesso neste 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.

Sobre a 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:

• Inovação e geração de ideias
• Teste e validação de produtos
• Pesquisa de estratégia

Nossos métodos incluem cocriação, grupos focais, testes de uso doméstico (IHUTs), comunidades de insights on-line e análise competitiva.