Beauty / article
Beauty Brands That Target Multiple Generations Outperform Peers, Data Shows
New analysis reveals that beauty brands adopting multigenerational marketing strategies are outperforming competitors, as the sector faces a projected growth slowdown and increasing share battles.
The beauty industry is entering a new phase of competitive pressure. According to McKinsey & Company, the sector grew 7% annually between 2022 and 2024, but growth is expected to decelerate to 5% through 2030. In this slowing market, brands are no longer relying solely on organic growth; instead, they are vying for market share by taking it from rivals.
A recent report from AI-powered brand data company Launchmetrics analyzed the performance of beauty brands using its Media Impact Value (MIV) metric, which monetizes media placements, influencer content, and social posts. Over the past year, the top 20 brands across skincare, makeup, fragrance, and haircare generated a combined $22.7 billion in MIV, underscoring the value of broad consumer appeal.
The data suggests that many leading brands, which had overindexed on Gen Z in recent years, are now pivoting toward multigenerational strategies. By targeting Gen Alpha, Gen Z, millennials, Gen X, and baby boomers simultaneously, these brands aim to broaden relevance and protect long-term growth.
Key drivers of multigenerational success include influencer partnerships, cultural relevance, and cross-generational campaigns that resonate with distinct values and channel preferences. Brands that effectively engage across age groups are outperforming those focused on a single demographic, according to the findings.