Beauty specialists are at risk of losing traction among young consumers

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Consumers across the globe are purchasing less make-up due to a lack of social events amid the Covid-19 pandemic. This is particularly worrying for cosmetics specialists that have a young target demographic as gen Z (42.9%) and millennials (39.1%) are the most likely to cut back.

Brands must consider how to adapt their advertising to appeal to gen Z and millennials during the pandemic. For example, these consumers would be interested in make-up products that include on-trend ingredients such as acids and vitamins to improve the skin. Without adapting, brands reliant on gen Z and millennial shoppers such as Fenty Beauty, Kylie Cosmetics and Morphe are left vulnerable. Coty Inc, which owns Covergirl and Rimmel London, experienced a 54.6% decline in sales in its consumer-beauty division in the three months ending 30 June 2020.

Retailers that offer brands catered to an older demographic, for example, Boots with its No.7 range, must also be willing to adapt as almost one-third of gen X and one-quarter of boomers are likely to cut back. However, they are more protected as this falls under the global average.

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