Millennials & Gen Z’s 10 Favorite Beauty/Personal Care Brands

What’s the one beauty/personal care brand that rules among both males and females 13-34-years-old? We found out…

Did you know that Millennials spend more money on self-care than any generation before them? NPR reports that 18-33-year-olds spend twice as much on self-care as Boomers, and in 2015, more 18-42-year-olds made commitments to personal improvement than older consumers. The obsession coincides with the rise of the Internet—Google gives endless info on health and beauty through a simple search, with self-care searches reaching a five-year high in 2017.

While some of this care is internal, with the rising interest in mindfulness, meditation, and mental health, of course they’re also spending a ton on beauty and personal care products as well. According to our newest finance and spending tracker, 24% of 13-17-year-olds and 52% of 18-34-year-olds are spending on personal care/beauty products monthly—while 35% of 18-34-year-olds are spending on personal care/beauty services monthly as well. Our recent survey on beauty and personal care products found out where they’re buying them, what labels are making them more likely to purchase, who’s influencing their shopping, and more—including their favorite products. We asked 1000 13-34-year-olds, “What is your favorite beauty or personal care brand you purchase in a store or online?”*—and one brand ruled for both males and females. Which was it? Here are their top ten lists, according to gender:

*This was an open-end response question to allow us to capture the full range of beauty/personal care brands that Millennials and Gen Z like best—without our preconceived ideas shaping their responses. As with any qualitative question, the responses include those that are top of mind and those that are most popular. The list is ordered according…

 
 

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Quote of the Day: “It's free to walk to work and I get some exercise in.”—Female, 26, NY

Niche beauty brands have blurred gender lines at their core—can large cosmetics companies play catch up without seeming “disingenuous”? Milk Makeup and Fluide have built their brands on being inclusive, but larger brands sometimes strike consumers as hopping on the band wagon when they try to do the same—especially since they created so many of the gender norms they’re now rallying against. The best way for them to get in on the trend? Start by making their hiring process more inclusive both “behind the lens” and in front of it. (Fast Company)

Starbucks thinks the “health and wellness” trend is to blame for declining Frappuccino sales. Despite marketing efforts like the Unicorn Frappuccino, syrupy drink sales are down 3% from last year. However, rivals like McDonald’s and Dunkin' Donuts could be stealing sugary beverage sales from the coffee giant, meaning young consumers’ penchant for healthification isn't necessarily the culprit. In fact, McDonalds recently debuted two new frozen drinks that earning praising on Twitter. (NYPFox News)

Apple is getting into kids’ content, teaming up with Sesame Workshop for a slate of original shows. Live-action, animated, and puppet-based series will be included in the programming, but Sesame Street itself is not part of the deal. There are no details yet on where Apple will release the shows, meaning they could either shop them to another platform or debut them on their own streaming platform. Considering that Apple has several original program deals in the works, they could be looking to bulk up their own bid in the streaming wars. (Kidscreen)

Twitter and Tumblr posts are getting a new lease on life—as screenshots on Instagram. While young users of Twitter and Tumblr have declined, Ypulse’s Social Media Trackerfound that over half of 13-35-year-olds use Instagram daily. Instagram is the preferred place to post memes, despite many accounts creating their content elsewhere. Why do they switch platforms to post? Instagram’s Discover tab allows faster browsing than Twitter, while Instagram images are displayed in full rather than being cut off, like they are on Twitter. (The Verge)

Eggo sales are down in between seasons of Stranger Things. Yes, the sci-fi series has that much influence on the frozen waffle’s revenue. One Eggo executive explains that they “quickly leveraged the [resulting] consumer engagement” from the show, and it paid off: sales jumped 14% in the fourth quarter of 2017 and 9.4% for the first four months of 2018. However, fewer people are binging the Gen Z & Millennial favorite these days, so Kellogg’s frozen pancakes, waffles, and French toast sales have slowed to just 1.3% year-over-year. (CNN)

Quote of the Day: “I fell in love with trance music.”—Male, 23, NY

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