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Marketing to millennials: best practices in promoting personal care, skincare and cosmetics to the influential consumer


Lindsey Carnett
CEO & President, Marketing Maven Public Relations, Inc, New York, USA


with millennials a key consumer group, what are the best practices marketers should be implementing to promote personal care, skincare and cosmetics?

Millennials are the key consumer group that both established and emerging brands want to target. Highly educated and holding immense purchasing power, millennials look to develop loyalty with actively engaged brands that produce quality products.

The U.S. alone has around (1) 80 million millennials, with their buying power worth around $200 billion to the country’s economy. In contrast, Europe has a lower number (2) of millennials, with 8% of millennials versus 10% of the total global population.

Millennials are trendsetters. Their buying and social power is shaping the way Gen Z and their peers shop for products and how they digitally engage with brands. Millennials are purchasing the majority of their products online, and are at the forefront of the growth of non-traditional channels to gain information and goods.

Millennials are also independent thinkers, socially minded in their approach in the way in which they connect to others through technology as their preferred lifestyle. They embrace choice and are attracted to products that fit within and enhance their busy, fluid lifestyles. They also look at products that ...

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