Why Cosmetics Brands Are Turning To ’90s TV Shows To Attract Millennials


The cosmetics industry is constantly reinventing itself to capture its two privileged targets, generations Z and Y, by offering more eco-responsible, inclusive or ethical collections, in line with the values ​​of these young consumers.

However, some brands are looking to capitalize on nostalgia for their latest collections, focusing on cult television series from the 1990s and 2000s. A trend that is not unrelated to a renewed interest in the world over the past two decades. of fashion.

Ah the power of nostalgia! Cosmetics brands are turning to television series from the 1990s and 2000s to grab the attention of millennials. That’s the conclusion of a new study from GlobalData, based on recent launches by several industry players in the run-up to Halloween, a time of year when consumers often like to buy new makeup products. . The data analytics platform tells us that younger consumers are the most likely to experiment with new skin care and makeup products, with millennials leading the way (76%) ahead of the Zers and those in the generation X.

“The Simpsons” and “Gilmore Girls”

Generation Y is probably the preferred target for cosmetics brands for these new fall launches. This is reinforced by the themes of the new collections, namely some of the most iconic series of the 1990s and 2000s, thus accessing the nostalgia of an entire generation. Some examples include the Wet n Wild Beauty brand‘s “Saved by the Bell” collection, Ultra Beauty’s “Gilmore Girls” makeup and a tribute to “The Simpsons Treehouse of Horror”, the spooky Halloween episodes of the series. powered by the Makeup Revolution brand.

According to GlobalData, this marketing strategy is linked to “retrophilia”, and it corresponds to current consumer expectations. We also see it in the fashion industry, the 1990s and 2000s have also made a noticeable return to the catwalks since the end of lockdowns, with bootcut jeans, visible underwear, wedge shoes, and more. testifying to the enthusiasm of consumers for these two. decades.

Also noteworthy is the return of the models of the 90s – in particular Naomi Campbell and Kate Moss – on the catwalks of the four fashion capitals during the last ready-to-wear shows.

“In a society that strongly values ​​individuality, make-up on the theme of cinema and television draws on this deeply rooted emotion: nostalgia. We feel connected to the characters – especially the ones we grew up watching – and having the opportunity to be connected in some way to these shows can be enjoyable. The makeup market is pretty oversaturated, so using such pop culture inspired themes could help a brand deliver a unique edge and reach consumers who wouldn’t buy otherwise, ”says Nina Nowak, Senior Consumer Researcher at GlobalData .

The growing influence of television series

If cosmetics brands are currently tapping the chord of nostalgia, it’s probably because TV shows are more than ever seen as powerful fashion and beauty influencers. This was already the case in the 2000s with series like “Sex and the City” and “Gossip Girl”, strongly inspired by the world of fashion, but the phenomenon has grown in recent years. “Emily in Paris”, “The Queen’s Gambit” and “Bridgerton” are among the television series that have brought certain pieces back to the forefront.

Without forgetting the success of “Squid Game” which even succeeded in boosting the search for vintage tracksuits.
“We are seeing a big comeback of styles from the 90s and early 2000s in fashion. As fashion and beauty coexist and influence each other, retrophilia in the makeup category is a natural consequence. The main point of resonance of these thematic lines is to allow consumers to project a certain image, which corresponds to the self-branding trend ”, underlines Nina Nowak.

It remains to be seen whether this trend will continue after Halloween, which is a good time to step into the shoes of fictional characters who have left their mark not only in the form of a personal story but across an entire generation.

This article was posted via ETX Daily Up.


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