How Millennials Are Shaping the Beauty Industry

by Kevin Smith Author

Millennials are currently, the largest in number and most influential consumers, comprising of more than 70 million individuals in the United States. For the beauty industry, this means one thing: this is who they need to be attracting as they are the most relevant group right now.

So, how did this generation change today's beauty industry? And how are they different from the generations before them? Read on to learn the answers.

The Rise of Cosmetic Surgeries

Much of the increase in plastic surgery can be attributed to millennials. From dermal fillers to breast implants, and various treatments to improve their features, they aren't afraid to go under the knife. This generation believes in the importance of being happy, confident, and achieving the perfect body.

They're also the first ones to challenge traditional ideologies and question cultural norms. They believe there’s more than one answer to "what does it mean to be beautiful?" and are forcing the industry to change how cosmetic procedures are marketed and advertised in Tacoma. Plastic surgery is also becoming a more acceptable practice for both young adults and teens alike.

Price and Quality over Brand

Remember when brand loyalty was the norm? Today, it's almost nonexistent. Millennials tend to value price and quality over brands. Growing up in an age of recession, this generation is more inclined to buy cosmetics that are more affordable and better in terms of quality. For this group, cheap doesn't mean low-quality and expensive doesn't mean a better product.

Growth of Natural Beauty Products

Millennials are probably the most health-conscious bunch. They're the generation who carefully reads product labels. They want to know what’s in there! They're also very invested in what they put on their skin, saying no to anything chemical-laden or animal tested. They pushed brands to have clean label transparency for their products.

Beauty Influencers and Digital Transformation

Unlike the baby boomers, who turned to their mothers or older siblings for advice, millennials are more frequently seen online, seeking solutions to their beauty problems through blogs or videos. Social media has become a place to express their views and find community. They allow influencers to validate their purchase decisions.

Thanks to millennials, the world is seeing more progressive, safe, and health-conscious beauty standards. Now, you can enjoy healthy skincare products and undergo treatments in Tacoma plastic surgery clinics without worrying about what people will think of you.