The Health & Beauty industry has changed dramatically in the last several years, as consumers discover and purchase products from a wide variety of sources.
• Subscription box shopping services like Birchbox and Dollar Shave Club provide consumers with convenient, regular access to personal care products at home.
• Multi-level marketing companies like Younique and Rodan + Fields compete with established brands like AVON, Mary Kay and Arbonne, creating a new generation of independent beauty consultants who sell products directly to friends and family.
• More consumers buy beauty products on Amazon every day, forcing both individual brands and beauty retailers to stay relevant in a sea of choices.
As brands fight for mindshare — and clickshare — they also strive to reach the next generation of consumers. Which beauty companies are successfully attracting younger audiences online? Which are reaching older, higher-spending consumers? We charted where each brand sits in the pecking order to find the top beauty brands by generation.
Top Beauty Brands for Millennials
Spending time on beauty websites is a popular pastime for Gen Y; overall we see Millennials spend a higher share of their visits and online time on beauty websites, in relation to other sites within the Health & Beauty industry. This is likely because older generations spend more time on health and pharmacy-related websites within that category.
Which brands are reaching the next generation cosmetics fans? Several companies rank higher with Millennials than with older demographics:
• Ulta is the #1 retailer for multiple generations, but has a solid Millennial stronghold — Gen Y spends 7.5% of their online time within the Health & Beauty industry on Ulta.com.
• Brands like ColourPop, Tarte, Glossier and Morphe are ranked higher with Millennials than any other generation.
• Millennials don’t show much affinity for established multi-level marketing companies: Avon ranks 9th for older generations, but only 11th for this younger generation. Mary Kay doesn’t rank for Millennials at all, but it does for older generations.
• Millennials love Korean beauty supplier Soko Glam – who ranks 13th out of 20 for this generation, but doesn’t make the top 20 list for any other generations.
Top Gen X Beauty Brands
• Multi-level marketing brands Younique and Rodan + Fields are most popular with this age group, perhaps due to growing adoption amongst mothers and who are seeking flexible hours to work for themselves.
• While Avon is ranked the same for Boomers and Seniors, Gen X dedicates more time — over 1% of time spent on Health & Beauty sites — to Avon.com.
Top Beauty Brands for Boomers
• Boomers are the only generation who shop more at Sephora.com than Ulta.com.
• Although the popular subscription company Dollar Shave Club ranks similarly for all generations, grooming competitor Harry’s ranks the best with Boomers.
• FragranceNet.com is ranked the highest with Boomers than any other generation, as is Clinique.
• Arbonne ranks very high for Boomers in 8th place, and represents nearly 1% of all their online beauty visitation.
Top Senior Beauty Brands
• Interestingly, MAC does best with Seniors and with Millennials — but not as well with ages in between.
• Perfectly Posh, a beauty brand that sells both online and through consultants, ranks high amongst Seniors.
• Although it is ranked by a couple other generations, Beautylish ranks highest with Seniors.
While many of the top beauty brands rank consistently well across generations, certain beauty brands, like Clinique, appear more successful with more seasoned buyers. Meanwhile, the likes of ColourPop or Tarte remain a Millennial buyer’s choice.
New and old multi-level marketing companies are finding success, but most of them still struggle to reach younger audiences. Meanwhile, subscription box services appear to be securing a solid foothold across a variety of generations.
Want to more beauty industry insights? Check out our free Beauty Industry Report, which uses real data from brands like Maybelline and Fenty Beauty to help digital marketers reach modern beauty audiences.
Source: Data pulled using Hitwise AudienceView over 8 weeks ending April 7th, 2018.