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Millennials are more likely to be heavy cosmetics buyers than their older counterparts, according to November 2015 research. Consumers with higher incomes are also more likely to be heavy cosmetics buyers.
TABS Group, a technology-enabled analytics firm, revealed that younger and older millennials are heavy cosmetics buyers—those who purchase more than 10 types of products a year. For example, 44% of 18- to 24-year-olds were heavy cosmetics buyers, along with 40% of 25- to 34-year-olds.
Additionally, almost a third of 35- to-44-year-olds were heavy cosmetics buyers, and consumers ages 65 to 74 were heavier cosmetics buyers than 55- to 64-year-olds.
Higher income may also lead to the likelihood of being a heavy cosmetics buyer. Out of the consumers who made $125,000 or more, 39% were heavy buyers. And 31% of those making $100,000 to $124,000 were heavy cosmetics buyers.
Social media channels are a significant influence on cosmetics buyers. TABS Group also found that many heavy cosmetics buyer cite blogs and YouTube as influencing their purchases. Visual social networks like Pinterest and Instagram also influence these consumers.
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