The spa and beauty sector’s younger customers (16-20 year olds) are looking for eclectic, inventive and fun to use products according to industry analyst Mintel.
The Generation AVID report showed that 64 per cent of this teenage consumer group (born between 1998 and 2002) want colour changing or heat activated beauty items, demonstrating that clever advertising alone isn’t enough to engage the digital generation.
As a consumer group, the digital generation are defined as approaching adulthood and gaining independence; they have money and responsibility to make their own decisions for the first time and are heavily swayed by social media influencers.
Andrew McDougall, Global Beauty Analyst at Mintel, says: “Capturing the digital generation’s attention is no easy task: they are hard to impress, have a short attention span and have seen it all before! They demand a product that works, but also one that is stimulating.
“Generation digital places greater importance on the fun aspects of beauty, not only the appearance-altering ones, and are drawn to brands that offer creative, entertaining and multisensory products and retail experiences.”
Despite 80% investing in beauty products already, most are keen to learn and engage more with the brands they are using. More than half would attend special retail experiences, 38% are interested in colour-changing or texture-changing products, while 28% are intrigued by heat-activated products.
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