It is pretty safe to say that millennials are a major consumer group when it comes to the beauty industry. And with social media practically revolutionising the way we live (we’re looking at the selfie generation, ourselves including), achieving flawless skin (without having to meituxiuxiu or turn on the snow app) is one of the top few on our priority list. With the focus switching over to a younger audience, it is only understandable that many beauty brands aim to attract this particular group to meet its needs and demands.
When it comes to targeting the millennials, it is crucial to know what they actually like and enjoy putting on their skin. Think lightweight textures and multi-beneficial, fast-absorbing formulas. Makeup-wise, cool, wearable colours that go along with current trends and textures and don’t feel too heavy, with long-wearing formulas. Another aspect to take note of? The packaging, because, who doesn’t want to ‘gram a collection of beauty products?
Last year, Shiseido revamped its entire makeup line and discontinued a huge bulk of its makeup products, and revealed an entirely new collection that was a lot edgier, cooler and more modern — adopting a minimalistic black and red packaging. Its products featured unique textures (its Minimalist Whipped Powder Blush comes in a mousse-like texture that blends like a dream and sets to a matte finish), bold colours and interesting tech (we’re looking at the VisionAiry Gel Lipstick) that would attract the younger crowd.
Skincare-wise, Sulwhasoo’s new Bloomstay Vitalising Line comes in one of the prettiest pink packagings that are not only IG-worthy but feature effective, safe and gentle formulas targeted at those in their 20s and early 30s — a first for the brand. The range is simple and straightforward comprising a Water (read: toner), Serum and Cream, which is exactly what millennials prefer. The brand taps the power of plum blossoms to boost skin’s defense mechanism, strengthen its resilience and facilitate skin regeneration for stronger skin cells, delaying signs of ageing.
And another skincare brand to join this movement? Clarins.
Known as the my Clarins Line, this new skincare range focuses on achieving healthy skin through five key pillars: radiant and luminous skin; a healthy glow to the complexion; hydrated; plumped skin; and skin with a refined, smooth texture. To help the younger crowd achieve that, the brand has innovated a new technology known as the Healthy Skin Complex, which is made up of a plant-based ingredient blend that consists of coconut water to encourage nutrients to the cell and alpenrose to promote the process of removing the nasties in cells for stronger, healthier and more resilient skin. The products are also fortified with a concoction of fruit, floral water and plant extracts with energising and detoxifying properties that help to deliver a healthy charge of skin-boosting ingredients while promoting radiance and boosting hydration levels.
Above, the products to know.