As TikTok continues to dominate the beauty industry, brands have increasingly shifted their focus to Gen Z. However, this approach may overlook a significant consumer base—millennials, who collectively hold a spending power of $13 trillion. To successfully engage with this demographic, luxury beauty brands must adapt their strategies and recognize the nuances of millennials’ digital behaviors.
Millennials are distinct in their digital engagement. Unlike Gen Z, who predominantly turn to TikTok, or older generations who are loyal to Google, millennials navigate a broad range of platforms. Greenpark’s data shows that over 40% of millennials search across multiple platforms, including Google, YouTube, Instagram, Facebook, and TikTok. This multifaceted online behavior makes it clear that beauty brands cannot rely on a single platform to reach millennials effectively.
To connect meaningfully with this audience, brands must adopt tailored strategies for each platform, leveraging their unique strengths. For instance, Google’s searchability, Instagram’s visual storytelling, and TikTok’s dynamic engagement all offer distinct opportunities to capture millennials’ attention.
Millennials frequently use a combination of these platforms throughout their purchasing journey. A typical process might involve initial research on Google, followed by a search for product inspiration on social media, or vice versa—beginning on social platforms before finishing on Google to check product reviews. This journey illustrates millennials’ preference for varied sources of information when making informed purchasing decisions.
What sets millennials apart is that they are the first generation to grow up with Google as an essential tool while also exploring each new social platform as it gains popularity. This blend of habits creates a digital landscape ripe for brands to engage with this generation of consumers.
Despite their significant spending power, millennials have often been dismissed in favor of Gen Z, who is seen as the more exciting, trend-driven audience, or older generations, who are viewed as financially stronger. This trend has led to a perception of millennials as the “middle child”—caught between the younger, cooler Gen Z and the wealthier, more established older generations. In the beauty sector, this has sometimes translated into brands neglecting the millennial demographic in favor of more youthful or financially elite consumers.
However, this approach risks alienating a consumer group with substantial and growing purchasing power. Millennials are not only seeking beauty products but also engaging with a wide range of related content, from tutorials and trends to detailed product information. It’s time for beauty brands to embrace the millennial generation rather than overlook them in favor of trends or perceived cooler demographics.
Avoiding the Trend Trap
The beauty industry is highly trend-driven, making it challenging for brands to maintain consistent effectiveness across platforms. Consider the case of Drunk Elephant, which unexpectedly became a favorite among Gen Alpha, despite initially targeting an older, more affluent, ingredient-conscious demographic. Trends can make or break brands, as demonstrated by Clinique’s viral “Black Honey Almost Lipstick,” which failed to leave a lasting impact on the brand’s overall reputation.
These trends often focus on a single product, which can be difficult for brands to capitalize on in a sustainable way. The key for luxury beauty brands is to maintain a nimble strategy that remains “always-on,” adaptable to changing trends while also building a lasting connection with consumers. A well-rounded approach should also include a refined SEO strategy that ensures visibility in critical educational searches.
Brands need to be open-minded and analytical, understanding the unique characteristics and conversations occurring on each platform. Millennials value credibility and authenticity, so brands that rely on generic or non-specific content risk missing the mark. To succeed, brands must create a network of interconnected, yet platform-specific, content that resonates with their audience in each space.
Platform-Specific Content for a Multiplatform Generation
Refy Beauty exemplifies an effective multiplatform strategy. The brand has carefully tailored its presence across various channels while utilizing its founder’s personal platform to create a relatable and authentic image. Fenty Beauty, another standout, has successfully built its brand around inclusivity and authenticity, backed by its celebrity founder, Rihanna. The brand’s ability to consistently engage with its audience on social platforms has strengthened its connection with millennials.
Similarly, MERIT leverages a minimalist aesthetic and partners with high-profile fashion brands like Proenza Schouler and designer Grace Coddington to engage with millennials in a way that speaks to their fashion-conscious sensibilities without succumbing to fleeting trends.
The Path Forward for Luxury Beauty Brands
Attracting millennials to luxury beauty brands presents unique challenges, but those that embrace a multiplatform strategy can forge lasting connections with this powerful generation. By crafting authentic content that leverages each platform’s strengths and avoiding over-reliance on trends, brands can unlock the full potential of a demographic eager for attention and respect in the beauty industry.
In conclusion, millennials’ digital habits demand a sophisticated, multifaceted approach. As the generation with unparalleled spending power, they offer an invaluable opportunity for luxury beauty brands—one that shouldn’t be overlooked in favor of chasing the latest trends or the allure of a younger audience.
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