Mum’s generation was brand and product loyal for makeup: a couple of different lipstick shades and a single signature fragrance and she was set for life. Millennials are different. The selfie generation is image conscious like no one else, and savvy and demanding too.
“A millennial does her research and will arrive at the counter knowing the product as well as the beauty advisor,” says Amanda Kruzich, head of marketing for Teeez Cosmetics Canada, a brand that’s aimed specifically at the group. Kruzich says that millennials are such an attractive consumer for brands because they have disposable income and are now the majority of the workforce.
“They have huge buying power and are setting trends for the generations before and after them,” she says.
Smart shoppers
Christiane Wong, 31, is motivated by value.
“I sign up to loyalty programmes and email marketing and monitor prices over months to determine what’s a good deal,” she says.
Kruzich agrees that millennials are typically price sensitive, but will pay for covetable items. “They’re looking for innovative items that do double duty as fashion pieces,” she says. That means that they’re prepared to spend the cash if they think a brand or product is worth it.
“My favourite makeup brands are Charlotte Tilbury, Bobbi Brown, Benefit and M.A.C,” says 25-year-old Molly Rickard, who spends around $60 a month on beauty products and loves to splash out on treatments. “Always when I go on holiday I will get a million things done! I love getting eyelash extensions when I go away,” she says.
Online, all the time
Social media is all-important as both an outlet for expression and a resource for information. Celebrities and bloggers are constantly touting the newest and most covetable thing to buy and Rickard says she learns about trends and techniques from Instagrammers. Pixiwoo bloggers Sam and Nic Chapman have their own brand (Real Techniques), as does Kylie Jenner (Kylie Cosmetics), while her sister Kendall and blogger Irene Kim are guest editors for The Estee Edit.
Social media can also provides a discomfiting point of comparison for the average woman.
“I wear makeup every day and would feel very uncomfortable going out without it,” says Wong. “I think it comes from insecurities because I’m comparing myself to other people and pictures I see on social media.”
Trend watching
We associate millennials with the high-maintenance look – techniques like contouring, strobing and baking, or out-there looks like blue lipstick. Makeup artist labels such as M.A.C, Nyx and Make Up For Ever cater to that crowd, but 20-year-old Taylor Frankel, who co-founded Toronto brand Nudestix with her mum and sister, says it’s only one piece of the millennial makeup mix.
“That type of makeup doesn’t necessarily speak to everyone. This was one of the reasons we launched Nudestix. The beauty industry constantly talked about makeup artist perfection and flawlessness. However, there was no brand that talked about beauty in a way that was ‘Less is more,’” she says. Kruzich agrees that there’s no prevailing trend, except that millennials are hyper conscious of their appearance, and they have big appetites for new beauty products.
“Our line is inspired by runway fashion and we produce four collections a year, with the majority of pieces being limited edition,” she says.
What’s in it for everyone else?
Older women with different concerns are already well served by traditional brands, but there’s plenty for them to love from millennial ones too. Innovation is paramount – essential to cater to an audience that thrives on novelty. Products like Teeez’s Sealed with a Kiss Lip Duo, a two-in-one matte lipstick and gloss, Nudestix’s easy-to-use crayons, and The Estee Edit’s Pore Vanishing Stick have universal appeal. Brands like Nyx and Makeup Revolution offer pro quality and huge colour ranges at affordable prices. And because millennials are conscious consumers in every respect, issues like sustainability and animal welfare are in the picture for every brand. All that means the marketplace is getting more interesting for everyone.
Aileen Lalor is the resident beauty expert at VitaminDaily.com, Canada’s premiere fashion and lifestyle newsletter. For more stories like this, check out the website and subscribe.
