“What is your consumer generations?”
One of the key factors that determines a brand’s success is the clear definition of its target audience.
In highly competitive industries like beauty, where consumer needs are constantly evolving, understanding generational characteristics and tailoring marketing strategies accordingly is crucial. This article introduces the major characteristics of each target generation, from Gen Z to the senior generation, along with effective marketing strategies.
Note that generational definitions may vary slightly depending on cultural and geographic factors.
🧑💻 Gen Z (1997–2012, approximately ages 13–28)
1. Digital Natives: Highly familiar with smartphones and social media, with fast access to information.
2. Emphasis on Individuality and Diversity: Sensitive to social issues (environment, human rights) and actively expresses personal beliefs.
3. Preference for Short, Impactful Content: Consumes a lot of video content (YouTube, TikTok) and prefers quick information.
4. Value-Oriented Over Brand Loyalty: Prioritizes ethical and sustainable consumption.
Gen Z is one of the most influential generations in shaping beauty trends today.
They prioritize sustainability and hyper-personalization, driving the latest trends. To target Gen Z, brands should position themselves around vegan, ESG, and sustainability messaging. Since they value personalized experiences, AI-driven skin diagnosis guides and customized product recommendations can be effective strategies.
📱 Millennial Generation (Gen Y, 1981–1996, approximately ages 29–44)
1. Digitally Adept: Grew up during the rise of the internet and smartphones, active in social media and streaming services.
2. Preference for Experiential Consumption: Values experiences like travel and cultural activities over material purchases.
3. Strong Individualism: Moves away from traditional marriage/family norms, prioritizes personal lifestyle.
4. Low Brand Loyalty: Chooses brands flexibly based on value and quality.
Millennials, now mostly in their 30s, differ from previous generations in their focus on affordability over blind brand loyalty. Once they develop a positive perception of a brand, it tends to last a long time, making brand storytelling and review-based content highly effective for marketing.
They are actively searching for solutions to skincare concerns, making expert-backed content valuable for engagement. Unlike Gen Z, who primarily use TikTok for product discovery, Millennials spanning into their 40s respond better to YouTube and blog-based informational content to build brand credibility.
💼 Gen X (1965–1980, approximately ages 45–60)
1. Bridging Analog and Digital Eras: Grew up in an analog environment but adapted to the digital age as adults.
2. Prioritizes Financial Stability and Practicality: Focuses on quality and functionality rather than brand names.
3. Balances Individualism with Family Values: Independent yet responsible towards family obligations.
4. Traditional Media Usage: Higher consumption of TV, newspapers, and radio.
Since skin concerns become more prominent in this age group, products targeting Gen X should emphasize functionality and efficacy. While they have strong purchasing power, they tend to be cautious consumers, making trust and credibility essential for brands.
Collaborations with dermatologists and beauty experts through content can build credibility and reliability. Though they engage with social media, it does not heavily influence their purchasing decisions. Instead, the first-hand experience of the product plays a crucial role.
🏢 Baby Boomer Generation (1946–1964, approximately ages 61 and above)
1. Key Players in Economic Growth: In Korea, this generation drove industrialization and economic development, valuing stable jobs and home ownership.
2. Traditional Values: Prioritizes family and social responsibility, respects hierarchical structures.
3. Conservative Spending Habits: Prefers trusted brands with proven quality and shows high brand loyalty.
4. Slower Digital Adaptation: Struggles with smartphone and online services.
Despite facing digital challenges, seniors are becoming an increasingly attractive target group, as active senior lifestyles continue to gain traction. Unlike previous generations, many seniors today engage in post-retirement activities, with terms like “Active Senior” and “Silver Creator” becoming widely recognized. While YouTube can be a useful digital platform for engagement, offline pop-up events and experiential marketing remain highly effective.
Understanding that every consumer has unique lifestyles and values, brands must clearly define their audience and craft strategies that align with their preferred channels and language. At WITH.C KOREA, one of the first questions we ask when developing products is about the target audience, ensuring that brands align their product and marketing strategies accordingly. If you’re unsure about product lineup strategies, feel free to contact WITH.C KOREA!