This article was originally published in the Cosmetics Business Beauty Consumers Trend Report. Receive your copy here.
Take a guess: which demographic is the most engaged with beauty?
If Gen Z comes to mind, surprisingly it’s the wrong answer, according to Kantar’s Face Value: The Global Foundation of Beauty Insights report.
Women, aged over 55 – the majority of whom are boomers – are the only demographic to have increased their use of beauty products since 2019.
Product usage declined by 7% among women across all demographics between 2019 to 2023, while for women over 55, there was a rise of 2% during this period, and a 5% rise since 2022.
And according to Kantar Worldpanel, they have a ‘profound engagement’ across a spectrum of beauty categories, while in markets including Great Britain, France, Spain and Portugal, boomers account for nearly half of all beauty sales.
They also engage in eight more beauty occasions per week than the average woman, totalling 47.
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