Boomer Beauty Budgets
We’re in the midst of economic uncertainty. Yet, Boomer beauty budgets remain steady.
Total Monthly Beauty Spending (Online + In-Store)
Roughly how much money do you spend on beauty products TOTAL per month?
$0
0.5%
$1-$50
40%
$51-$100
35%
$101-$200
16%
$201-$500
7%
$500+
1.5%
Monthly Online Beauty Spend
$0
17%
$1-$50
49%
$51-$100
22%
$101-$200
9%
$201-$500
2.5%
$500+
0.5%
Monthly In-Store Beauty Spend
$0
6.5%
$1-$50
59%
$51-$100
22%
$101-$200
8.5%
$201-$500
3.5%
$500+
0.5%
Boomers’ Openness to New Beauty Products
There’s no doubt Boomers have habitual beauty products they buy time and again. However, many are also giving new products a try.
0
%
of Boomers are at least somewhat likely to buy a new beauty product in the same transaction as a habitual beauty product.
Most Common Websites/Stores Used by Boomers to Research or Buy New-to-Them Beauty Products
Amazon.com
54%
A specialty beauty retailer's website (Ulta.com, Sephora.com etc)
49%
A brand's website (BenefitCosmetics.com, Glossier.com etc)
46%
A mass retailer's website (Target.com, Walmart.com etc)
33%
Speciality beauty retailer store (Ulta, Sephora etc)
32%
Top Purchase Considerations for Boomer Beauty Shoppers
Boomers consider many factors when making beauty purchase decisions. But ratings and reviews come in at #1.
Top Factors Boomers Consider When Deciding Whether to Buy a Beauty Product
Which of the following do you CONSIDER when it comes to making decisions on whether to buy beauty products?
Customer Ratings and Reviews
82%
Recommendations from friends/family
66%
Customer photos and videos
38%
Search results on retail sites (e.g. Amazon.com or Ulta.com)
33%
In-store recommendations from store specialists
29%
Results on Google and similar search engines
28%
Independent expert reviews
27%
Facebook
21%
How Boomer Beauty Shoppers Interact with UGC
Consumers of all ages depend on user-generated content to make informed beauty purchase decisions. Boomers are no exception.
0
%
read ratings and reviews when shopping for beauty products online.
0
%
read ratings and reviews when shopping in-store.
0
%
seek out photos and videos submitted by other consumers when shopping for beauty products online.
0
%
read customer Q&A when shopping for beauty products online.
How Boomers’ Values Impact Their Beauty Shopping Behavior
Increasingly, Boomers seek out beauty products and brands with values that align with their own.
0
%
feel it’s important that a beauty product is “clean.”
0
%
think it’s important that a beauty product is vegan.
0
%
feel it’s important that a beauty brand is Black-owned.
