Functional, bold, without frills, and super fashionable is what the millennial look for in their beauty needs
Mysterious Millennial Women
What makes them click? What makes them different? Their ideology is that to be functional and less formal, more at ease and yet be fashionable. The Millennial women are conscious of their cosmetic needs. Shares Debasmita Panja, senior brand manager, color category at Avon- India, on the launch of the millennial friendly Mark range, “Keeping a brand relevant today has become very important. The millennial want functional but impactful cosmetics, on the move. This is the reason we have curated a special range only for the millennial.”
Who are they
Here I am referring to the ladies only that are categorized of women between the age group of 23-38. They are not scared to experiment and take their individuality very seriously. They are therefore looking at bold colours for lip shades, smart and compact packaging which is appealing to the eye. They belong to a generation that is making up their mind of what they want to wear through the social media and online surveys only. So brands are making this happen more than anything else right now.
All major cosmetic brands are now investing in a well rounded social media strategy to showcase the Unique Selling Propositions of their millennial products. Today, they are discussing their makeups seriously, through the various applications especially created by cosmetic brands like Estee Lauder, Chanel, MAC, L’Oréal to name a few.
What do they Want
Lipsticks: Should be bold, dramatic one tone shades and offer quick application and long stay. We are not asking for too many options in shades. But make it easy to wear, carry, apply and solid.
Discovery: Mark by Avon and Faces Ultimo Lip Crayons
Foundation: Should be easy to carry, primer thrown in and if there is a corrector which comes in with it, then it is great. We want it functional and quick to use. No hassle look with fashion thrown in is a necessity.
Discovery: L’Oreal Paris True Match Genius 4-In-1 Compact Foundation
Blusher: A two-in-one combination is a must do for them. They are not interested in carry a lipper and blush on cake separately. So smart young ladies go for combination deals which is something a lot of brands are now investing and innovating.
Discovery: Palladio I AM Blushing is a blush and tint option
Nail varnish: Make the packaging compact and shades bold. We are not looking for something only lady like. Colour speaks for our personality. We are on the move, so should be our nail paint. Quick dry and long stay is a must!
Discovery: Mark 7-in-1 gel nail enamel