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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The Newsfeed

“I honestly wouldn't like to communicate with brands, unless it is to solve problems their brand is causing.”—Female, 27, MI

Why don’t people seem to care as much about fake followers on Instagram as on other platforms? Because while Facebook and Twitter are bashed for feeds full of fake news, no one holds Instagram to the same standard. The image-centric platform is inherently “a hyperreality,” where no one’s candid shot is truly spontaneous, and photo-shop freely fills feeds. Where does it get tricky? With Influencers, who are expected to garner true engagements for brands. (Real Life)

Influencer marketing faced another tricky situation this week when PopSugar replaced influencers’ affiliate links with their own. RewardStyle and its Instagram product LikeToKnow.it’s network of content creators’ photos and sometimes entire feeds “were copied to the site via “thousands of ‘falsified vanity pages’ containing millions of images belonging to the network’s content creators.” The group is planning on seeking a class-action lawsuit on their intellectual property and for the lost revenue that PopSugar made each time a customer clicked to purchase. (Racked)

Colleges are giving out more merit-based aid to win over top students. Tuition discount rates have risen to a record 49.1% for first-time, full-time freshman attending private universities, up over 10% from ten years prior—according to the National Association of College and University Business Officers. By using data-driven analysis to calculate just how much aid is likely to lure a top student in, colleges are seeing success upping their prestige. However, the practice has also “created a closing of the doors for low-income students,” according to one policy analyst. (WSJ)

Apple is betting that young consumers could bring back magazines via a magazine subscription service. The tech company took a gamble by buying Texture, a subscription service for over 200 titles that’s been dubbed the “Netflix of Magazine Publishing.” The app aggregates articles into a single browsing experience, rather than being separated by title, and pays the included publications. Apple has announced plans to integrate the service into their Apple News app, the latest incarnation of their less-than-successful Newsstand app. (Bloomberg)

Function of Beauty is customizing hair care, blending up shampoo and conditioner for each customer based off a five-question quiz. Beauty companies big and small have hopped on the Customization Nation trend, and Function of Beauty takes that to the next level with their hyper-personalized hair care set. They're customizing everything from the fragrance to the chemical components, and even going so far as to print the purchaser’s name on each product. The founder explains, "Every single person is unique and different...why negate that instead of catering to it?" (Paper)

“[Allison Raskin] is open about her struggles with mental health, and she is also funny.”—Female, 19, CA

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