Millennial women are “among the biggest consumers of beauty brands”—but beauty product sales overall aren’t growing. So what’s the problem? A fragmented market with product available in more and more stores, online and off, is part of the issue, but unmemorable ads and packaging aren’t helping. Beauty ads are reportedly 20% less memorable than other consumer packaged goods for women over 18-years-old. Breaking through to capture the attention of young female consumers may mean more specific targeting: 18-25-year-olds are more drawn to beauty demonstration videos, while 26-34-year-olds prefer glam shot ads. (MediaPost)
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