As manufacturers promote transparency, clean beauty has become a significant trend, both as an aesthetic and as a product category. Clean beauty refers to goods that are safe, non-toxic, and clearly disclose their ingredients—and with the worldwide sector expected to reach $22 billion by 2024, cosmetics and skincare manufacturers are incorporating it into their marketing strategies to engage more buyers.
There is a lot of profit to be made, especially with the increasing interest of Gen X in clean beauty. A powerful generation in terms of their spending capacity, and loyalty to companies that served them throughout the years. Between companies that want to make a profit and consumers eager to receive suitable clean beauty products, a common goal arises.
What Factors Influence Gen X Beauty Sales?
For decades, advertisers have regularly overlooked women between the age of 50 and 65. Beauty brands often target young generations, ignoring the potential gains and market value of Gen X, something we at Silktage are trying to change by bringing Gen X to the spotlight with care, products and also valuable information to give our ladies the love and attention they deserve.
Despite being the oldest generation to use a rotary dial, Generation X is very tech knowledgeable and constantly on social media. With 45.1 million Facebook profiles and 23.5 million Instagram accounts, Gen Xers have the greatest marketing qualities of both the Boomers and the Millennials.
But here's the difference between Gen X and Millennial social media users: while Gen X may use social media to remain in touch with friends and family, they are far more likely to use it to follow companies and stay up to date on offers and discounts. According to Social Media examiners, half of Gen Xers in the United States follow a company on social media before making a purchase online. Before they click 'purchase,' they check for brand recommendations as well as reliable proof of customer expectations. Before and after photos, as well as actual customer reviews (particularly from people they know or respect).
How Should You Approach Generation X?
Gen X is more concerned with treating existing imperfections and ingredient identification than millennials are with how the chemicals in their personal care products are obtained. However, the two generations share a love of uncomplicated, natural, multipurpose products. The often-overlooked Gen X demographic is high-earning, high-spending, and brand loyal, making them less likely than millennials to try out the continuous flow of category newcomers—but a new Survey conducted that brands that clearly focus their natural, clean, and sustainable credentials can get consumers to switch from conventional beauty. The "sandwich generation" is Gen X. They are facing aging with confidence and optimism, and that explains the recent increasing interest in clean beauty.
To effectively interact with this generation, beauty marketers must make Gen X customers feel noticed and understood. Gen Xers are looking for goods that are proved to help them age well. Marketers should also keep in mind that Gen Xers are realists who lead stressful life filled with job, family, and parents, and they want fast and clear communication. Authenticity is particularly important in marketing to this generation, as they choose brands with a social conscience and those who use realistic Gen X presentation in their marketing materials.
The Clean Beauty Trend Is In More Demand Now Than Ever By Gen X
Gen X are increasingly demanding cleaner products all over the lines, campaigning for the elimination of toxins from the items they consume and supporting environmentally aware businesses.
Manufacturers are responding by upgrading their product ranges with newer, cleaner, and healthier products. As a result, stores are utilizing both their physical and virtual stores to assist customers in quickly identifying items that satisfy clean regulations.
Clean beauty implies different things for different people, but there is general agreement on two fundamental elements: consumers want "bad" substances removed and companies should do "good" for the environment. More than half of beauty and personal care products are now paraben-free, and sales of products that remove sulfates, phthalates, and other related ingredients are increasing.
Chemicals in Cosmetics
According to researchers at UC Berkeley, chemicals such as parabens, triclosan, and phthalates pass through our skin and into our bloodstream, exposing our bodies to extremely harmful toxins. But the good news is that when we start reading labels and sorting products, we can protect ourselves effectively. Avoiding all cosmetics may not be the answer, or it may not even be possible, but there is still a lot we can do to limit our exposure to these substances. This is something Gen X is truly aware of, hence clean beauty is one of the best options available today and should not be overlooked.
How Do I Recognize Clean-Beauty Products?
Clean Beauty is neither a registered term nor is there an official seal for "clean" products. Therefore, you should always look very carefully.
We recommend always checking the list of ingredients yourself. Apps like Codecheck are particularly helpful in this regard. At the same time, you can stick to seals for vegan, animal-free, and controlled natural cosmetics, which often also avoid controversial ingredients. Many beauty stores also have their own categories where you can find a selection of clean beauty brands.
Clean Beauty is the right step here to make our care and make-up routine more mindful as well as safer and to gain more awareness for cosmetics and their ingredients. If you want to switch to a completely "clean" beauty routine, opt for natural as well as sustainable products without animal testing and ethical production conditions. While we have long paid attention to the origin, processing, and ingredients when it comes to nutrition, there is still some catching up to do in the bathroom, and the new interest of gen X in clean beauty can only bring more customers and help develop the industry.
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