千禧一代美容市场研究

千禧一代是指 1982 年至 2000 年之间出生的一代人。

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.

千禧美容产品

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”. 

在早晨 在淋浴时，千禧一代可能会使用：

• 洗发水、护发素、肥皂和沐浴露 

…在淋浴后，他们可以使用以下产品：

• 口腔卫生产品，包括牙齿美白、控制牙垢的牙膏、专门设计的牙刷、漱口水、漱口水和清新剂
• 指甲护理产品（和服务）
• 剃须刀、刀片、其他剃须和身体美容设备
• 用于涂抹凝胶、面霜、乳液、粉末和护肤品的产品
• 看起来不错/外观增强剂包括化妆品和化妆品
• 除臭剂、香水等香味良好的产品
• ingestion of health-related vitamins, supplements, and food, including fiber or probiotics.

白天和晚上…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.
• 床垫和枕头制造商都在推广帮助人们改善“美容觉”的方法。

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.

市场研究能提供什么帮助？

尽管被归为千禧一代，但 18 岁的人的行为举止绝不像 36 岁的人。想想那些年龄是你两倍的人吧！

由于该细分市场之间存在如此大的差异，尤其是与其他较老的细分市场相比，制定行动计划来研究和评估他们对美容产品的感知、评价、购买和使用方式非常重要。

• Trends can be monitored via secondary research and analysis of social media traffic.
• 为了更好地了解千禧一代对美容产品的态度和行为（按年龄和性别），可以通过电话或在线进行调查和访谈。
• In stores and in focus group facilities, physical products can be shown, touched and smelled to further gain reactions.

消费者可能会被问到一系列有关他们目前和未来购买的探索性问题。以下是一些示例在购买决策过程中：

• 在搜索/比较阶段寻求什么样的内容？
• 不同的媒体渠道对于提高美容产品的知名度、选择和购买力有多重要？
• 谁是意见领袖、模特、明星或其他发言人？
• 零售商店与数字信息、视频和图片之间的协同作用是什么？
• 他们对丝芙兰（Sephora）和Ulta等专业商店的态度如何？
• 包装和展示有多重要？
• What is the role of brands and designer names?
• 他们对价格有多敏感？
• 纯天然或有机有多重要？

技术的重要性

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.

• 他们在零售店购物的频率与在网上或移动设备上购物的频率相比如何？
• 她们使用什么应用程序来查看自己搭配不同颜色的头发和发型、眼妆和脸妆以及口红后的样子？
• 他们是否虚拟地“试穿”衣服、眼镜和相关产品？

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.

千禧一代美容市场机遇

值得注意的是，随着千禧一代收入的增加，他们的消费能力将在未来几年内增加。因此，尽管他们目前的消费能力可能不如上一代人，但尽早将品牌和产品推向客户群体仍很重要。

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.

因此，请确保您了解并满足千禧一代的需求，以保持竞争力并在这个市场取得成功。

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.

关于 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:

• 创新与创意生成
• 产品测试和验证
• 战略研究

我们的方法包括共同创造、焦点小组、家庭使用测试（IHUT）、在线洞察社区和竞争分析。