A generation between affirmation and aspiration
Born between 1965 and 1980, Americans of Generation X occupy a singular place in the beauty landscape. They fully embrace their age, while seeking to reflect outwardly the energy and vitality they feel inwardly. It’s not a quest for lost youth, but a desire for consistency between appearance and feeling.
Research conducted by Ifop North America and Sociovision reveals a generation in the midst of redefining codes: divorce becomes freedom, childlessness a choice of openness, wrinkles a symbol of self-assurance. Far from the injunctions of their elders, Gen X celebrates experience while investing massively in beauty. A market estimated at $279 billion a year, on its way to $430 billion by 2034.
Aging differently: balance and overall well-being
Unlike Millennials and Gen Z, America’s Generation X rejects extreme approaches. They are turning away from invasive treatments to adopt a more integrated vision of beauty.
For example, 61% believe that aging can be slowed down through science, technology and a healthy lifestyle. Nutrition, antioxidant products, mental balance and physical activity make up a holistic art of living where health and beauty are one and the same.
A connected and curious generation
Far from being nostalgic, Gen X embraces digital codes with ease: they read, watch, share and learn.
Compared to Baby Boomers, they are :
- 2 times more likely to read or browse online beauty content,
- 3 times more likely to watch beauty tutorials,
- 5 times more likely to follow beauty bloggers/vloggers.
A generation that dialogues with and draws inspiration from its Gen Z children, while cultivating a pragmatic and realistic approach to beauty.
What brands need to hear
The expectations of this generation are clear. They want brands to reflect their state of mind: confident, natural, radiant women.
Generation X isn ‘t looking to look younger, but to express its vitality. This paradox is not a paradox at all: it’s a strong signal to the American beauty industry, which is invited to rethink the way it talks about time, skincare and the power of experience.
