As the millennial generation reaches maturity and becomes the largest living generation, it now begins to dominate the consumer space. Appealing to millennials has therefore never been more important as they walk in your salon doors and sit in your chairs, writes Treacy Koster.
With that in mind, what is it that millennials value most and how does this relate to the beauty industry? In other words, how can you sell your products and services to the millennial generation?
Millennials are far more concerned about the content of their products than previous generations. They have a much greater focus on health and wellbeing than older generations and really care about the ingredients that go into their hair and beauty products.
Millennials also came of age when the internet was widely accessible and are fluent in all things Google. They, therefore, have instant access to endless information about the way their products are made. Big brands can no longer hide behind complex chemical names on the back of a shampoo bottle. Today’s consumers can and will Google the ingredients to make an informed decision.
To appeal to the millennial market, focus on natural produce and be transparent with your ingredient list. Consumers will most likely spend the extra couple of dollars on a toxin-free product rather than something packed with chemicals.
Strong Morals and Ethics
As well as caring about what they put into and onto their bodies, millennials also care deeply about their impact on the planet. Environmental sustainability and animal welfare are two things to consider when targeting millennials in the beauty industry.
Animal testing has long been frowned upon, but it hasn’t necessarily affected sales. Now that the millennial generation is dominant, this is likely to change. Ethically produced products will be prioritised, and products tested on animals will likely be boycotted by many.
Environmental sustainability is also a huge priority for millennials. From the material you use for packaging to the resources used to create your products, everything should be sustainable and responsibly sourced.
If you want to stay relevant to millennials, environmental sustainability and animal welfare should not only be a key part of your processes, it should be front and centre in your marketing campaigns too. Again, consumers will likely pay a little more for a product that is responsibly produced by a company that supports environmental sustainability than a cheaper alternative which does not.
With so many technological advancements, advertising has changed immensely in recent years. From Kylie Jenner to Miranda Kerr, young beauty billionaires are turning to social media to maximise profits.
Millennials are the dominant users of SnapChat and respond well to a non-sales approach. They also enjoy transparency from companies, brands and businesses (like yours). Getting to see ‘behind the scenes’ via Instagram, Facebook, Twitter or SnapChat is well appreciated. They can smell a hard sell a mile off and prefer honesty over pushiness.
Utilising social media and creating your own App should be a key part of your marketing strategy. Millennials also love interacting and getting involved so providing opportunities for experiences is also a great way to attract this generation.
Kylie Jenner primarily used Instagram and social media marketing to generate over $420million in sales in just 18 months. So whether you like it or not, social media is the best way to reach the millennial generation and generate revenue.
Value For Money
Millennials have the means to shop around for products at the click of a button. They’re therefore extremely savvy when it comes to finding deals and discounts. Keeping on top of your pricing intelligence is key to remaining competitive in the market, especially if you stock products that other retailers are selling too.
Love them or hate them, millennials are here to stay and making sure your products, ethics and branding are aligned with their beliefs and standards is key to success for the foreseeable future. Take the time to learn about one of your major salon demographics and hopefully you’ll be asking a little less ‘Gen Why?’
Treacy Koster is a professional writer with a diverse background in beauty and fashion. She has a passion for health and skin care and also loves sharing her opinions on the latest issues affecting women. In her spare time, she’s also an avid and accomplished swimmer.