According to Circana, Gen X (born between 1965 and 1980) consumers are heavier purchasers of makeup and fragrances compared to boomers, millennials and Gen Z.
In terms of skin care products, Statista reports that moisturizers were the most popular among Gen X consumers in 2022.
Larissa Jensen, vice president and beauty industry adviser at Circana, says that Gen X is a "highly engaged beauty consumer" that the beauty industry needs to pay closer attention to.
Here, Jensen gives some insights into how brands can attract this consumer base.
Why do you believe Gen X is an often-overlooked market in the beauty industry?
[LJ]: Gen X is smaller in size, sandwiched between the bigger, more attention-grabbing boomers and millennials. And with the current industry focus on the younger Gen Z and Gen Alpha, Gen X is pushed even further aside. But Gen X is a highly engaged beauty consumer that has grown their spend in beauty at a greater rate than any other generation. And in just four short years they will outnumber boomers. The beauty industry needs to start paying closer attention to this cohort.
What draws Gen X shoppers to purchase fragrance and makeup more than other consumers?
[LJ]: Gen X are heavier purchasers of makeup and hair products than both younger and older consumers. But in skin care and fragrances, their purchase behavior is most in line with younger consumers than with boomers, which is a trend we observed throughout the research results. They are not the old older consumer.
How do Gen X shopping behaviors differ from other consumers?
[LJ]: When looking at how Gen X shops for beauty and their preferences, they are most frequently aligned with Gen Z/millennials than with boomers. But there are areas where they are unique and don’t align to either younger or older consumers. For example, Gen X is more likely than any other cohort to be influenced by a free sample, a friend’s recommendation and in-store displays. This implies they’re looking for reassurance or whatever makes it easy. They are also more likely to be comfortable with top anti-aging terms among consumers, although menopause ranks last as an anti-aging term for beauty products across all age groups.
How can beauty brands attract Gen X shoppers?
[LJ]: Authenticity is critical. Using a 30-year-old model to promote anti-aging products does not work with this group. They want to see themselves represented in marketing efforts and in the influencer community. As an industry we must encourage and incentivize older influencers to promote relevant products. Because connecting with Gen X is very different from how we've connected with older consumers in the past.
How Beauty Brands Are Engaging Gen X Shoppers
Global Cosmetic Industry reached out to Ipsy, OneSkin and Evolvetogether to learn how these brands are marketing toward Gen X and what trends they are seeing in the beauty space.
Ipsy: Meeting Gen X Where They Are
Bethany Blair, senior director of content at Ipsy, says, "First and foremost if we are speaking to Gen X consumers, we try to make sure we are using age appropriate creators and models. If we do the work to find the right subject matter and concepts, we need to do the work with casting to ensure it lines up. We also really love when we’re able to partner with celebrities and creators that are in similar life stages, for example when we collaborated with Gwen Stefani on Icon Box."
Blair continues, "From a content strategy perspective, a lot beauty brands are looking to Instagram and Tik Tok as their key channels, and of course we’re very focused on those platforms as well. In fact, we are really proud that Ipsy is the no. 1 U.S. beauty brand on TikTok. But we also know that our Gen X followers spend a lot of time on Facebook."
She adds, "I have been telling people in the industry not to forget about Facebook and the audience that frequents it, especially as a traffic driver. and we focus on those but we know that our Gen X followers spend a lot of time on Facebook, so our strategy includes content that speaks to Gen X-specific beauty questions and throwbacks. I have been telling people in the industry not to forget about Facebook and the audience that frequents it, especially as a traffic driver. Using a channel specific Facebook strategy, which is specifically speaking to a millennial and Gen X audience, has allowed us to see major increases in traffic to site coming from the app month over month in 2024."
Blair adds, "Subjects like eyebrows, concealer, and skincare order are ones we see increased engagement on both Facebook and Instagram. Specifically eyebrow content, whether it be a meme remembering the 90’s brow or more educational content like how to fill in your brows after over-plucking, how to achieve a current trend, or suffering brow hair loss. We often see comments highlighting a feeling of being seen through this type of content."
Gen X at OneSkin: Taking Longevity Mainstream
Carolina Reis Oliveira, Ph.D., OneSkin co-founder and CEO, said, "There’s a frustration amongst this consumer with the overwhelm of anti-aging messaging. And it makes sense, beauty at large uses youthful slogans and visuals to showcase product efficacy. When in fact, if we dive deeper—what this consumer really cares about is vitality, longevity and they dislike? Being spoken down to. Instead, we aim to arm and empower with information."
She adds, "Through realistic messaging and scientific data such as: senescence begins accumulating in your 30s but how you age is up to you, and providing the solution to addressing one of the root causes of aging, we’re arming our audience with the tools and knowledge to be in control about their skin and overall health. It’s paramount to speak Gen X’s language."
Oliveira continues, "We’re taking this messaging to all the places they are: podcasts, direct mail, and live events—not just social media and ads alone. We’re entering spaces where well-educated women with a multi-faceted set of interests and professions are searching for answers, niching down to speak to them—and their aging concerns directly."
She concludes, "There’s a degree of realism and rebuff of unrealistic expectations with this consumer. Longevity is no longer just for biohackers. We’re continuing to see an integration of longevity into mainstream wellness culture with vitality being valued above appearance alone. Sure, they want to look great, but they want to feel great about what they’re using and which brands they’re loyal to. As this consumer steps more into their spending power, their quest for higher quality, more effective products will only accelerate further."
Evolvetogether: Reflecting Gen X's Values
Cynthia Sakai, Evolvetogether founder, said, "Gen X customers seek products that deliver results they can rely on not just for themselves, but for their entire family. From sunrise to sunset, Evolvetogether is designed to seamlessly integrate into Gen X consumers’ daily lives, whether on their vanity or as part of their nighttime rituals."
She adds, "Our goal is to create an experience where Gen X consumers not only purchase their products but also have a moment of realization that exceeds their expectations, reinforcing the brand’s value as an integral part of their lifestyle choices, further strengthening meaningful and lasting relationships with its consumers."
Sakai concludes, "Gen X consumers are increasingly drawn to beauty products that reflect their values of lifestyle, efficiency and sustainability. They prioritize clean, natural ingredients that promote healthier skin and prefer multifunctional products that simplify their beauty routines both at home and on the go. Evolvetogether resonates well with this demographic by emphasizing eco-friendly packaging and ethical ingredient sourcing while delivering high-quality, reliable products."
