How Different Generations Find Beauty Services in 2024
In the ever-evolving world of beauty and skincare, people across generations take unique approaches to discovering the perfect beauty services. Whether it's the Gen Z crowd scrolling on TikTok or Gen Xers seeking advice on Facebook, each age group has distinct habits and preferences. Understanding these patterns can help beauty professionals tailor their marketing strategies to reach the right audience with precision.
1. Generation Z (Ages 18-25)
Where They Search: TikTok, Instagram, and Social Media Trends
Gen Z is the trendsetting generation, born into the digital world. They’re highly influenced by social media platforms like TikTok and Instagram and rely on influencers, viral videos, and quick transformations for discovering beauty services. They’re drawn to “skinfluencers” and often turn to TikTok for trending skincare routines, product recommendations, and unique treatments. The average Gen Z beauty seeker is willing to try new treatments, and they're often up-to-date on the latest in skincare science, like LED light therapy or microcurrent facials.
Marketing Tip: Establish a strong presence on TikTok and Instagram with short, engaging videos. Show behind-the-scenes clips, before-and-afters, or quick tips that feature trending services and highlight a fun, approachable side of your brand.
2. Millennials (Ages 26-40)
Where They Search: Google, YouTube, and Review Sites
Millennials are typically more research-oriented and tend to search Google and YouTube when looking for beauty services. They value transparency and seek in-depth knowledge about the science behind treatments and ingredients. For this age group, user reviews, Google search results, and blog articles carry a lot of weight, as they want to know what’s involved, the results they can expect, and what kind of investment is required.
Marketing Tip: Focus on optimizing your website and Google My Business profile. Incorporate detailed service descriptions, before-and-after photos, and reviews from real clients. A YouTube channel with tutorials or Q&As that answer common questions can also be a big win for appealing to this research-driven generation.
3. Generation X (Ages 41-56)
Where They Search: Facebook, Google, and Local Directories
Generation X leans toward practicality and convenience. They prefer reliable, tried-and-true beauty solutions and often discover new services through Facebook, Google searches, and recommendations from friends or family. Facebook groups or local forums are significant spaces for Generation X, who value personal endorsements and testimonials. They often use local directories or Google Maps to find beauty services nearby.
Marketing Tip: Invest in local SEO and be active on Facebook with posts that highlight testimonials, community involvement, and seasonal specials. A well-maintained presence in local directories will also help this audience find your services quickly.
4. Baby Boomers (Ages 57-75)
Where They Search: Email, Website, and Word of Mouth
Boomers are drawn to quality and value, preferring established services over trends. They tend to research through websites and enjoy receiving email newsletters. Word of mouth remains essential, especially among peers discussing wellness and anti-aging options. Baby Boomers also appreciate consistency, so loyalty programs or packages are very appealing to them.
Marketing Tip: Create a user-friendly website that answers frequently asked questions and offers an easy way to book or inquire about services. An email marketing campaign featuring exclusive offers, loyalty rewards, or new anti-aging treatments can make a big impression. Encourage referrals, as word of mouth is highly effective for reaching Boomers.
5. Marketing Strategies Tailored to Each Generation
By catering your marketing to each generation’s unique preferences, you can effectively target and attract clients across age groups:
For Gen Z: Use TikTok and Instagram Reels to showcase quick and trendy beauty insights.
For Millennials: Highlight educational content on your website, SEO-optimized blog posts, and YouTube videos.
For Gen X: Prioritize a strong presence on Facebook and local SEO with community-focused content.
For Boomers: Focus on website clarity, email marketing, and loyalty-driven offers.
Understanding these generational trends is more than just helpful – it’s essential. Tailoring your approach allows you to engage clients on their preferred platforms, build trust, and grow your beauty business with a diverse, dedicated clientele.
Here are some recent statistics and trends across generations that highlight how they find beauty services in 2024:
Generation Z (Ages 18-25)
80% of Gen Z uses social media daily, and 60% report using TikTok as their primary platform for discovering beauty trends and brands. This age group loves viral content and relies heavily on influencers for recommendationsnd:** Skincare routines, quirky beauty products, and “before-and-after” videos go viral quickly among Gen Z, especially on TikTok. They're likely to try new, unique treatments like "glass skin" facials or microchanneling, which are frequently showcased by influencers on social media .
M (Ages 26-40)
73% of Millennials use search engines like Google to find services, with 58% relying on online reviews before making a purchase or booking an appointment .
Trend: Thined toward research-driven content and prefer blogs, YouTube tutorials, and online reviews. Transparency about ingredients, treatment processes, and eco-friendly practices are key factors Millennials consider before booking a beauty service .
Generation X (Ages 57% of Gen Xers say they trust Facebook as a reliable source for finding local businesses, with 41% joining Facebook groups that discuss beauty or wellness services .
Trend: This group values reand experience, preferring locally established businesses. They’re influenced by posts that showcase real client testimonials, educational content about treatments, and promotions within their local area .
Baby Boomers (Ages 57-75)
**85% of prefer email marketing over social media for receiving updates and information about services. 72% are influenced by word of mouth, often preferring services that come highly recommended by friends or family .
Trend: Boomers appreciate anti-aging serviceshed techniques, and loyalty programs. They’re drawn to easy-to-navigate websites and enjoy the simplicity of email newsletters that highlight specials or seasonal offers .
Cross-Generational Marketing Insights
**92% of consust peer recommendations more than ads, making word-of-mouth and testimonials key across all generations .
Local SEO has become crucial, with 82% of mobile searches b me” searches, which impacts how Millennials and Gen X discover beauty services .
Understanding these stats and trends can help tailor a marketing strategy foration, meeting them where they naturally seek beauty and wellness solutions.
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