Sandwiched between Baby Boomers and Millennials, Gen Xers are often an afterthought in today’s beauty industry. A generation that seems to be lumped into another without much thought as to how to engage with them or meet their unique beauty needs. And though they may be smaller in numbers, they have more disposable income than Boomers and Millennials. Which is a good reason to reconsider how brands are marketing beauty products to Gen X.
In fact, Epsilon reports that Gen Xers have a higher average spend per transaction compared to Millennials, and outspent them in the retail category, among several others. This goes to show that while beauty brands should continue to target Boomers and Millennials, they should also focus their marketing efforts on the lucrative Gen X market, which is now entering their 50’s and have changing needs and values as they begin later seasons of life.
In order to effectively communicate with this audience, beauty marketers will need to ensure that Gen X consumers feel seen and understood. This generation is used to being overshadowed by their Millennial and Boomer counterparts in every industry, including beauty. So, while Boomers might be more focused on anti-aging products, and Millennials are busy experimenting with new beauty products, Gen Xers are searching for products with proven results, helping them age well. Marketers should also remember that Gen Xers are realists who live busy lives with work, family, and aging parents, and they need to be communicated with in a quick and direct manner. Authenticity also plays a large role in marketing to this segment in that they tend to gravitate towards brands with a social conscience and those who use accurate Gen X representation in their marketing materials.
The main takeaway for beauty marketers is learning to see the Gen X audience as their own entity, separate from the two generations that surround them, and communicating with them in a way that resonates. Gen Xers are known to be fiercely loyal to their beauty brands and are prepared to pay for premium products that feature the specific benefits they’re looking for.