What is the psychographic and behavioral profile of U.S. skin care products consumers?
To determine the psychographic and behavioral profile of skin care product consumers in the United States, we first broke down this topic into two generations in order to provide easy-to-understand segments: Millennials and Baby Boomers. For Millennials, key influences include the desire for good photos of themselves on social media sites, an emphasis on products that are "friendly" (both to the skin and the environment), obtaining good value for money spent, and a trend towards influence from social media icons (celebrities, skin care profiles, friends, etc.). For Baby Boomer, influences include a desire for quality brand name products, the purchase of products to feel good, and demonstrating loyalty to one brand.
Millennials — Behavior
The average age of a Millennial consumer is 26-years-old. Millennials spend money on skin care products to look good on social media (Facebook, Instagram, Snapchat, etc.) and in their own selfies. For this reason, this generation tries to develop a working self care routine, which influences their spending on skin care products. The want long-term value for money from their products, as well as products that are simple for use. Millennials prefer preventative products rather than treatment products, and they especially like products that perform multiple functions, as these provide more value for each purchase. Millennials have limited brand loyalty, as they prefer to experiment with different brands to find what they need. Millennials have a healthy attitude towards skin care, wanting natural products rather than chemical-based products. They also want their products to be economical, friendly, and cruelty-free. Due to their heavy use of cell phones, Millennials use social media to determine skin care influencers (celebrities, skin care profiles, friends, etc.), as well as sharing their interests on social media sites. Advertising campaigns that attract interest typically convey a fun-to-use attitude, a natural look, and simplicity. Wanting fast results, Millennials often turn to cosmetics rather than anti-aging creams.
Baby Boomer — Behavior
The average age when a Baby Boomer starts purchasing skin care products is 47. Baby Boomers spend money on skin care products to feel good and to attempt to outsmart age. Baby Boomers do not typically have beauty influencers, as they have had time to choose quality products from brand names and stick to brands they like, showing a strong loyalty to them. Due to Baby Boomers' loyalties to brand names, they are unlikely to use private label products, and they stick to their established beauty regime. Baby Boomers are not impulsive, nor do they make unplanned purchases. Purchases of their favorite products are planned, replenishing what they have used. Baby Boomers enjoy working, and because of their commitment to work, they like quick, simple solutions from skin care products. They are less price sensitive to quality products, but they do rely on product packaging for information.
Millennials have a hyper personalized attitude and want products tailored to them, from skin tone in foundation to lip shade from lipstick. They also have an "I want it now" mentality for purchases and services. Millennials want "instant access at the touch of a button". Mobile applications can be used to "provide personalized coaching from brand experts". Apps may also be used for buying products online that arrive the next day, being ready for use whenever they are needed.
The Baby Boomer generation wants quick and simple solutions, and they search for products that can deliver solutions to make life easier. Baby Boomers are also less price sensitive when they believe they are receiving a superior product. They generally avoid products marketed with the terms "aged," "senior," and "elderly."
Both Baby Boomers and Millennials want fast solutions for skin care, and they prefer simplicity with their skin care products. Baby Boomers are eager to learn what makes a product superior, and Milliennals look for reviews on products before buying them. This means a product or brand with a good reputation is valuable to consumers in both age ranges.