This is a guest post by the lovely Mia Taylor!
As the generation that represents a massive poll of customers and well-informed citizens of the (digital) world, Millennials are becoming one of the key elements of a beauty conversation that has been unwinding for quite some time now. Have they reshaped the notion of customer-brand communication? How do they make their beauty and fashion choices? Are they the cause of the consequence of so many revolutionary movements currently under way in the beauty industry?
These and many more questions naturally arise as a part of this debate, and for a few valid reasons. Millennials are among the most relevant influencers on all social media, they voice their opinions filter-free and they are so tech-savvy that certain brands cannot keep up. And all of these traits alongside many others have had a tremendous impact on the way we perceive, shop and think of beauty.
Have You Passed Their Test?
Remember those mind-numbingly boring ads, exaggerated commercials and all-out billboards that were designed to sell, sell and sell some more? Well, millennials will have none of it. They have a zero-tolerance policy for blatant brand lies (no matter how white they may be) and in fact, most old-school marketing tactics fail miserably to attract them as consumers. On the contrary, you’re often one poorly constructed ad away from being forever stuck on a millennial black list of “I’m never buying your product, ever.”
A solution? Testing, online customer reviews, forums and chats dedicated solely to the conversation regarding their shopping decisions. They now trust their friends, family and digital acquaintances to make the final choice. And of course, rigorous testing, certification and other methods are their favorite means to discern between high-quality, Earth-friendly, cruelty-free beauty and the other lot.
Authenticity and Self-Expression
Mind you, makeup, accessories, fashion and all forms of adornment have always served as a way to express your character, beliefs, personal preferences, belonging to a group, and the like. But it has become a millennial obsession of sorts, to find the beauty products that not only look the part, but they also accommodate their high standards of the latest sustainability and eco-friendly goals.
It’s not enough that the lipstick is the perfect shade of red, far from it! It has to be made of natural ingredients only, not tested on animals and provide nourishment for your lips. The promise of beauty brands for millennials surpasses the traditional “superficial” allure. It now needs to have the essence to remain attractive to its customers.
Back to Beauty’s Green Roots
It’s no freaky accident that more brands are doing their best to emphasize everything they are doing right by Mother Nature and the millennial customer. That’s simply a response to the needs of the market, to the green revolution driven by the millennial desire for a cleaner, more nature-centered world. And that world needs the organic Earth-friendly items such as reusable eco pads for ladies, stylish fair-trade jeans and sustainable fashion brands to take over the throne and finally push out the fast fashion and beauty trends.
They are the ones choosing all-natural over synthetic, and enriching their beauty kit with organic, cruelty-free brands that’s also nourishing for your skin and 100% vegan. Actually, as more brands are joining the sustainable ranks, the more options you have to find exceptionally stylish beauty products made of organic and healthy ingredients.
A Minimalist Mindset
As if all of the above wasn’t enough in their pursuit for a healthier world, millennials have also brought about another change worthy of this noble cause. Simply put, their predominant attitude in choosing, shopping and wearing is: less is more.
That means that they will gladly choose multipurpose (still organic and green) products such as cleansers that double as toners and moisturizers (and hair and floor cleansers, apparently), lipsticks you can use as a blush and a touch of eyeshadow, and shampoo-conditioner blends that safeguard your locks. And so, they escape the claws of perpetual consumerism, by keeping their minds focused on the real issues, always choosing purpose over allure and always staying in the know instead of turning a blind eye. If anything, millennials have made their priorities clear: healthy is the new beautiful, in every possible sense of the word.
Mia Taylor is a fashion and beauty enthusiast from Sydney and writer for www.highstylife.com. She loves writing about her life experiences. Travelling and enjoying other cultures and their food with her husband is a big part of her life. She is always on the lookout for new trends in fashion and beauty, and considers herself an expert when it comes to lifestyle tips.
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