How to sell cosmetic products to Generation X in America

Gen X are the new beauty product consumers on whom to focus your marketing efforts in the United States, a target group full of opportunities

Quick and easy beauty routines are back in style in the United States. Beauty and self-care have realigned: make-up trends and skincare regimens are much more sustainable in terms of time and complexity, and U.S. consumers have taken this industry evolution very positively. The "less is more" approach in the U.S. cosmetics world has been successful among Millennial and Gen Z consumers, yet the business opportunities in the U.S. beauty industry are much more significant than we think.

Millennials and Gen Z are the demographic groups most targeted by the cosmetics industry in the US. The generation before them is Generation X: born between 1965 and 1980, Gen X are a demographic somewhat neglected by cosmetics brands in America. However, as a group, they are interesting and strategic to the success of beauty companies.

Generation X in the United States: how to sell cosmetic products to American consumers in their 40s and 60s

Critical data for targeting America's Gen X

Here's why foreign cosmetics companies need to focus on America's Generation X:

• Gen X makes up 19.7% of the U.S. population [Source: U.S. Census Bureau];
• Gen X makes up the second largest workforce in the United States (the first are Millennials) [Source: Pew Research];
• Buying power: 96% of this demographic group has discretionary income after paying bills and bills [Source: Target Marketing];
• As Boomers retire, more and more Gen X are in executive roles with high income.

Generation X consumption behavior in the US cosmetics industry and marketing strategies

Gen X Americans want to buy cosmetics that treat specific skin problems (hyperpigmentation, dull complexion, fine lines, etc.). They are a knowledgeable generation of consumers who read labels and know the active ingredients better than Millennials and Gen Z. In addition, Gen X Americans have a positive approach to beauty that has already prompted many beauty brands in the United States to use appropriate marketing language, with messages that emphasize aging well and health rather than eternal youth. Finally, Gen X does not like false promises of skincare products; instead, this group of consumers seeks products that give visible results that align with what they promise.

What channels do Gen X use to purchase cosmetic products in America? Both e-commerce sites and physical stores, although to get the most out of marketing strategies for America's Generation X, it is essential to communicate in traditional media: 48% of Gen X listen to the radio, 62% still read newspapers, and 85% watch traditional television. When developing a marketing plan in the U.S., it is necessary to keep in mind the weekly rate of electronic devices use by Generation X consumers, who spend more time than Millennials using smartphones (21 hours), PCs (9 hours) and tablets (4 hours).

Winning over Generation X consumers to sell cosmetic products in the U.S.

Although the future of the US beauty industry lies in the hands of the younger generation, neglecting middle-aged American consumers can be a fatal mistake

Despite being a generation with high purchasing power, Generation X consumers have been overlooked for too long by brands in America's cosmetics industry. Now that beauty industry trends resonate so strongly with the values of this demographic, we are convinced that Gen X is an economic force that new brands in the United States cannot afford to underestimate. After all, the U.S. cosmetics industry is extremely competitive, which is why choosing to target a demographic that is not very "marketed to" by competitors and very eager for quality cosmetic products can mean the difference between success and failure.