In Insight, Marketing, Trend

Gen X is the generational middle child often overlooked by beauty marketers.  Millennials are 75.4 million strong with Boomers right behind at 74.9 million, but what about the 66 million Gen X’ers? While they make up only 25% of the population according to Forbes, they represent 31% of the spending power. According to Karen Grant, a global beauty industry analyst at the NPD Group, Gen X’ers are “highly engaged users.” She also notes that “in the 35- to 54-year-old group, more women are using five or more makeup products, which is more than the 18- to 24-year-olds and as many as 25- to 34-year-olds. We’re seeing increases in that age group actually using more makeup products.”

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