Millennials like any other generation have many reasons to buying beauty products. Here are 6 key factors that influence them to their purchasing decisions of beauty products.

1. Self expression and individuality
   They like to emphasize their self expression and looks. It is like their personal identity. Beauty products is a way to express their unique style, and their creativity. They like to experiment different looks that reflect their personality.
2. Millennials are often influenced by social media and influences
   They follow beauty of the moment as shown in Youtube and TikTok. They carefully follow all beauty tutorials to make their decision to buy products.
3. Easy Make up look
   Millennials seek beauty products that are easy to apply, that make them feel good. Beauty is also an expression of their personality.
4. Wellness and self care
   The millennials are very aware of wellness and self care. Skincare and aroma therapy is seen as essential for their daily routine.
5. Personalised Experience
   Millennials like to study and go in depth into beauty products. Tutorials, influencers help them to make their choice of beauty products.
6. Convenience and accessibility
   Millennials like convenience and seamless shopping experience. They prefer to buy Online and avoid the hassle of going to shops to buy their products. They make their decision rather quickly to be free of inconveniences. Times is valuable to them.

Each millennial is different and have individual preference. It is the millennials who are the driving force in the beauty industry, based on their personal needs, style and values. It is important for them to look good, look smart and confident to express their individual style.

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Nasreen Zamir

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