Sandwiched between the Baby Boomers and Millennials, Gen X has always been the proverbial middle child of beauty marketing: often overlooked and frequently undervalued. But what they lack in attention, they make up for in importance, growing their spend more than any other generation on prestige beauty, according to data from Circana.“Gen X is going to be bigger than the Boomers in the next four years.
For one, it’s more about mindset than price and value, two factors that drive purchasing decisions for both Boomers and Gen Z and Alphas. “Consumers say it’s more important to them to feel good than to look good. It’s about the mindset with Gen X — inclusivity and ease,” said Jensen. To better understand how brands and retailers can tap into the opportunity, WWD Beauty Inc and Circana teamed up for an exclusive look into the mindset and purchasing behaviors of Gen X. Within the next four years, Gen X will outnumber Baby Boomers in the U.S. Already, it is double the size of Gen Alpha .Gen X spends about $173 billion annually on general merchandise. Within that, the largest categories they spend on are apparel , technology and home improvement .
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