Millennial Women Start Wearing Makeup At Ages 13-15

10/1/13

Women ages 18-34 say mascara is their number one beauty product, according to market research company Lab42. Foundation comes in second. More than eight in 10 millennial women (81%) say it’s important to have sunscreen protection (SPF) in their foundation, and 86% say SPF is important in their moisturizers.

Most millennial women (61%) started wearing makeup between ages 13-15, while 28% began after their sixteenth birthday.

Almost six in 10 millennial women (58%) purchase different makeup products in the summer and winter seasons. Nearly half (47%) lose three tubes of lip gloss or more each year. More than four in 10 (43%) clean their makeup brushes once a month, and 11% have at least 10 brushes.

Free samples are more likely than promotions or discounts to influence millennial women to try a new brand of makeup. Almost three in four (72%) have received a free gift with a previous makeup purchase. Of those, 54% have postponed a makeup purchase to receive a free gift at a later date. Furthermore, among the 42% of women who follow beauty brands on social media, 45% have received a discount as a result of following that brand. Two in three (68%) prefer to purchase their favorite brands rather than a less expensive product even in tough financial times.

Millennial women wear makeup to enhance their features (94%), boost their confidence (94%), and hide their flaws (84%). Three in four don’t mind spending money on makeup because it makes them feel good. However, 36% say wearing makeup feels like an obligation.

SOURCE: Lab42, Kate Elisco, 213 N. Racine Ave., Chicago, IL 60607; 312-480-6780; kate@lab42.com; www.lab42.com.

© 2013 Business Valuation Resources, LLC (BVR). May not be reproduced without written consent of publisher.

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