The Generational Playbook: How to Build a Beauty Brand That Sells to Boomers, Millennials & Gen Z
- Mariya Vasileva
- Aug 13, 2024
- 2 min read
Updated: Nov 4
Your beauty brand needs to sell to a 25-year-old on TikTok and a 55-year-old in a department store. A single, rigid "look" will fail. This is not a trend report; it is a strategic playbook for building a brand system flexible enough to capture multiple generations without losing its core identity.
The Boomer Playbook (1946-1964): Engineer for Trust and Timelessness
Strategic Mandates:
Integrate Skincare Benefits: Every color cosmetic must have a clear skincare benefit.
Deploy a Subtle System: Your color and typography systems must be sophisticated and understated.
Prioritize Performance: The brand must deliver on the promise of long-lasting, high-performance formulas.
The Gen X Playbook (1965-1980): Engineer for Practicality and Individuality
Strategic Mandates:
Build for Efficiency: Your product line must feature multi-functional assets like all-in-one palettes and tints.
Balance Classic & Modern: Ground the brand in timeless looks but introduce modern finishes and pops of color as accents.
Lead with Anti-Aging ROI: The value proposition must clearly communicate both coverage and skincare benefits.
The Millennial Playbook (1981-1996): Engineer for Wellness & The Social Feed
Strategic Mandates:
Optimize for the "Glow": The entire system—from packaging to formulation—must be built to create a radiant, glowing look that performs on camera.
Signal Ethical Production: Transparency, cruelty-free, and sustainable attributes are non-negotiable and must be a core part of the brand identity.
Build for an Influencer-Driven Market: The brand system must be bold and flexible enough for high-impact looks.
The Gen Z Playbook (1997-2012): Engineer for Experimentation & Inclusivity
Strategic Mandates:
Create a Flexible Visual System: The brand must support bold, artistic applications like graphic liner and neon colors without breaking.
Design for Inclusivity: The product and marketing system must be explicitly gender-neutral and cater to all identities.
Integrate a Digital Layer: The brand system must extend to AR filters, virtual try-ons, and interactive tutorials.
The Gen Alpha Playbook (2013-2025): Engineer for Play & Purpose
Strategic Mandates:
Build a System for Creative Expression: The brand must feel playful and imaginative, using bright colors and creative formats.
Lead with an Interactive Experience: The brand must engage through digital layers like AR and educational content.
Make Sustainability a Core Pillar: Eco-friendly and cruelty-free are the default expectation, not a bonus feature.
Go from Audience to Asset
You've defined your generational audience (Boomers, Millennials, Gen Z). Now, get the visual strategy to win them on the shelf.
My 2026 Beauty Packaging Trends guide is the strategist's playbook for deploying color and systems that build equity and win in a saturated market. Download the free guide to see the exact palettes engineered to resonate.
