While all the futurists are interested in the habits of Millenials and Gen Z, few talk about the way in which people in their 40s and 50s consume beauty. The new study by Adot, the marketing subsidiary of e-commerce player Veepee, focuses on Generation X and explains their intentions, expectations and purchasing criteria in terms of skincare.
This survey was conducted with an exclusively female sample.
894 French women aged 40 to 59 were interviewed.
First findings
In general, eight out of 10 women respondents explained that their priority was to buy face care products. “This trend is expressed by their desire to take care of their skin, which may have been affected by age over time,” Adot analysis.
They also buy perfume (69%) and hair products (64%).
Respondents prefer to go to the store to get information on new cosmetic products. “Although digital technology has taken a significant place in the daily life of the French, women remain attentive to the advice given in store by specialists, up to 49%,” adds Adot. In fact, only 22% of them look for information on social networks.
“However, there is a difference between people in their 40s and 50s, says Adot. “39% of those between 40 and 49 years old explain that they get information about beauty products on the Internet or on e-commerce sites. This is 7 points more than consumers aged 50 to 59. 31% of women aged 50-59 say they get their information by reading the specialized press (+5 points compared to women aged 40-49).”
