Face Foundation: What Consumers Really Want
When it comes to foundation makeup, different demographics have distinct preferences influenced by factors like skin concerns, lifestyle, cultural trends, and age.
For brands, it’s crucial to understand that a single formula often doesn’t meet all of these diverse consumer needs.
Below is a snapshot of the most common product performance preferences across various demographics.
While some preferences and formula benefits may overlap, each generation typically seeks unique characteristics in their foundation formulas.
Gen Z
Lightweight & Natural Look – Prefers “your skin but better” foundations that feel breathable and undetectable.
Sheer to Light Coverage – Minimalist makeup is a priority, favoring tinted moisturizers, skin tints, and serum foundations.
Dewy or Radiant Finish – Luminous, fresh-faced skin is highly sought after, inspired by social media trends like the “clean girl” aesthetic.
Millennials
Flawless, Yet Natural Finish – Prefers a balance between a polished, put-together look and a natural, skin-like finish.
Medium, Buildable Coverage – Seeks flexible coverage that can be adjusted based on occasion or preference.
Long-Wear & Multi-Tasking Benefits – Busy lifestyles demand all-day wear, transfer-proof, and sweat-resistant formulas.
Gen X
Natural Yet Effective Coverage – Prefers medium to full coverage to conceal uneven skin tone, hyperpigmentation, or sun damage while still looking natural.
Anti-Aging & Skin-Enhancing – Appreciates foundations infused with skincare ingredients like peptides, hyaluronic acid, and SPF.
Long-Lasting & Sweat-Resistant – Needs foundations that can endure long workdays and busy schedules.
Brilliant Boomers
Hydration & Soft Radiance – Prefers foundations with moisturizing properties that enhance luminosity without looking greasy.
Light to Medium Coverage – Seeks a natural, breathable formula that evens out the complexion without emphasizing fine lines.
Skin-Smoothing & Blurring Effects – Appreciates foundations with soft-focus technology to minimize wrinkles and texture.
Ageless Icons (75+ years and beyond)
Moisturizing, Creamy Textures – Prefers nourishing foundations that cater to drier, thinner skin.
Sheer & Lightweight Coverage – Seeks subtle enhancement that doesn’t feel heavy or mask-like.
Non-Settling Formulas – Avoids foundations that collect in wrinkles or creases.
Did you know…
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