THE MAKEUP OF MILLENNIALS’ BEAUTY ROUTINE

With summer just around the corner, many of us women change our beauty routine accordingly. I often spend less time getting ready so I can spend more time outside. I look for products with more SPF and focus less on heavier coverage with foundation and powder. And I’m not the only one!

In our latest research and infographic, we spoke to female Millennials about their beauty routine and uncovered that 58 percent purchase different makeup products for the summer and winter seasons. They also prioritize keeping their skin shielded from the sun’s rays, with 81 percent saying it’s important to have SPF in their foundation and 86 percent saying SPF is a must-have in moisturizer.

Female Millennials are particularly brand loyal to their favorite makeup brands, with nearly 7 in 10 women (68 percent) saying that even in a tough economy, they would opt for their preferred brands rather than a less expensive product.

Although the majority is brand loyal, free samples and discounts continue to drive beauty purchases, with free samples being the number one way to influence women to try a new brand of makeup. Among the 42 percent surveyed who follow beauty brands on social media, nearly half (45 percent) have received a discount as a result of following that brand.

Still, for the Gen-Y woman, makeup is more than just skin deep. Ninety-five percent use makeup to enhance their features, and three out of four female Millennials surveyed don’t mind spending money on makeup because it helps them feel good