Issue link: https://www.ascpskindeepdigital.com/i/1062563
www.ascpskincare.com 57 Baby Boomers The boomers want to look good and feel good, but they are realistic about the fact you can't "turn back time" and are offended by claims that offer more than they can produce. They are brand-loyal; impulse purchases are rare and they prefer brands they recognize. They don't give a hoot about social media influencers and are way more likely to follow a treatment plan. They're also more likely to purchase products that will extend the benefits of a treatment and will continue to purchase if they see results. Gen Xers Overlooking this generation is a big mistake. They have a lot of spending power and are more open to experimentation than other generations. They are definitely brand-hoppers and are way more focused on whole body wellness versus simply applying topical products to see results. Extravagant claims will turn them off quickly, and they prefer to be shown rather than told. They are into research and are more likely to turn that bottle around to read (and understand) the ingredient deck. Millennials It probably comes as no surprise that 55 percent of all selfies are taken by millennials. What actually might come as a surprise, however, is that millennials are currently the largest purchasers of skin care. They've grown up with the concept of spa and don't view spa treatments as a luxury, but rather as a path to wellness. This "selfie generation" loves to purchase anything that gives instant results (think lip treatments, masks, primers, etc.) and crave customized everything. Because they are way more focused on the here and now and really aren't thinking about aging—yet— they have actually driven antiaging skin care product category sales down. They are more likely to be swayed by social media influencers and prefer YouTube 2-to-1 over traditional television. Gen Xers are into research and are more likely to turn that bottle around to read (and understand) the ingredient deck.