A study by Pinterest found that Gen X pinners are actively looking for beauty ideas.
- 40% want to prevent signs of aging (that seems low!)
- One in three spend $50 or more per month on beauty
- 70% want to try different skin care products and routines
- 78% want to learn about new beauty brands and products
What does this mean for beauty brands and retailers? In terms of the marketing mix, I suggest targeting Gen X with paid ads while focusing top of funnel organic demand gen on the Millennial audience. Test which platforms and creative formats resonate best with Gen X for your brand.