Dermal therapist Yadira Galarza Cauchi unpacks the trend and offers advice to beauty businesses looking to lean in.

Gen X (those born between 1965 and 1980) are the fastest growing beauty spenders, and a consumer that the beauty industry shouldn’t overlook. Recent data produced by Circana in partnership with WWD indicates Gen X comes out on top, even when compared to Boomers, Gen Y, and emerging beauty consumers, Gen Z and Gen Alpha.

So, how can we as beauty and aesthetic professionals engage them and retain their attention?

Gen X shopping habits

Gen X loves to shop beauty. They’re committed and love to research, proving that their spending habits are in line with their younger counterparts. Gen X, however, tends to get lost in the mix. This is primarily because the beauty industry traditionally markets to a younger consumer. Gen X is screaming to be catered to, and want to see representation of themselves before they commit to spending. Where beauty brands regularly use 20 year-old models to promote anti-ageing services, the Gen Z client is naturally overlooked.

How to cater to Gen X

The manner in which businesses connected with older consumers in the past is not the same manner we can connect with Gen X today. If you want to cater to this cohort in 2024 and beyond, creating authentic content that speaks directly to a Gen X consumer is the way to go. While their spending habits may be on par with younger consumers, their concerns are different and they need to be seen.

As a clinic owner, I have personal affiliation with my Gen X clientele and so ensure I work to meet them where they’re at. Age appropriate marketing is key. This is a generation that’s tired of the anti-ageing messaging from years gone by. And while they want to look good, they’re looking for (and expecting) more from beauty businesses.

Larissa Jensen, vice president and beauty industry adviser at Circana drives the need for this marketing. “An overwhelming majority of Gen Xers report that it is more important to feel good than to look good,” told WWD earlier this year, as research indicates that is what they’re prioritising. Unrealistic expectations are out, and realism and authenticity are in.

“This consumer is either looking for reassurance, or making it easy,” Jensen says. “Research indicates they’re not easily swayed, can be influenced by a free sample, and are more likely to snap up a recommendation from a family member or friend, or even an in-store display.” Research additionally suggests loyalty programs are great ways to cater to gen X. This clientele are loyal to brands and unlikely to be excited by one-off deals.

I’d also be looking at integrating services that cater to Gen X lifestyles, as well as products designed to form core components of their morning and night time routines. Think multifunctional products that streamline their every day, and services that simplify their life. This client wants results but without the effort.

Gen X are tired of feeling overwhelmed by beauty choices that don’t speak to them. They’re begging us as beauty businesses to see them and to help them embrace their beauty. They don’t want to fear ageing – in fact,  this is the generation that wants to welcome it with the right products and services – and they’re ready. Gen X is not a demographic that can be ignored, and the more authentic we can be, the better we can cater beauty products and treatments towards their unique needs.