This includes different beauty and makeup trends that were prevalent across different generation. Cover 4 prominent generation- Baby Boomers, Gen X, Millennials, Gen Y.

1. across different generations with respect
to Indian Subcontinent
BEAUTY
AND
MAKEUP
Presented by:
Diptashree Mondal
Harshit Kashyap
Jalaj Ahuja
Prachi Gautam
Vidushi Panda

2. TABLE
OF
CONTENTS
Generation born between 1960-1980
and their makeup taste and
preferences.
GEN X
03
INTRODUCTION: MAKEUP & BEAUTY
(INDIA) & GENERATIONS
Introduction to cosmetic industry in
india and brands.
01
BABY BOOMERS
Generation from the 60s and their
makeup choices.
02
GEN Y
Tech savvy millennials and their
beauty definition
04
GEN Z
Zoomers redefining beauty
05
06 CONCLUSIÓN

3. Cosmetics are widely used and accepted in many
different cultures. The popularity of cosmetics can be
attributed to the creative self-expression and
self-identity aspect. Cosmetics have been in use for
thousands of years
The cosmetics and personal care industry is one of the
fastest growing consumer products sectors in India
with a strong potential for foreign companies. They
have shown continued strong growth, with increasing
shelf space in retail stores and boutiques in India,
stocking cosmetics from around the world.
INTRODUCTION
Image source: https://startupjungle.com/how-to-cosmetics-business/

4. COSMETIC BRANDS IN INDIA
The top three players in the Indian market are international
players, namely Hindustan Unilever, Colgate-Palmolive India
and L'Oréal India. The other prominent international players
with a strong presence in the Indian market include Gillette India,
Johnson & Johnson (India), Reckitt Benckiser (India) and Procter
& Gamble Home Products.
Domestic players are catching up over the review period with the
emergence of the trends towards natural, herbal and Ayurvedic
products. Prominent domestic players include Godrej Consumer
Products, Dabur India, Marico, Wipro Consumer Care &
Lighting, Emami and Patanjali Ayurved.
Many international brands like Revlon (the first international
cosmetics brand to enter India in the mid nineties), Avon,
Burberrys, Calvin Klein, Christian Dior, Estee Lauder, L’Oreal,
Max factor, Max Mara, Body Shop, Maybelline New York, MAC,
Bobbi Brown and many more have been present in India for an
extensive period of time.
.
Image Source:
https://www.shutterstock.com/video/clip-18009505-make-up-colorful-cosmetic-palette-lipstick-brushes-nail

5. ● "Baby boomer" is a term used to describe a person who
was born between 1946 and 1964. The baby boomer
generation makes up a substantial portion of the world's
population, especially in developed nations.
● "Baby boomer" refers to a member of the
demographically large generation born between the end of
WWII and the mid-1960s.
● Today, baby boomers are reaching retirement age and face
some key challenges, including funding their retirements.
● The term "baby boomer" is derived from the boom in
births that took place after the return of soldiers from
WWII.
BABY BOOMER
Image source:https://garciamedia.com/blog/senior-citizens-read-news-on-their-mobile-platforms-surprise/

6. Between 1900 and 1950s, makeup was a taboo subject but most
women enjoyed and loved doing something to enhance their
personal beauty. By Glossing lips, rouging cheeks, and
powdering skin were performed by most young women on a
daily basis. Most makeup was homemade, however some new
brands were beginning to make women’s beauty products —
including makeup. Technically after 1950s-60s
If we talk about history, Indian women majorly used Henna on
their bodies. They also began to dye their hair and paint their
nails for religious decorating of the body. And most women still
do.
BABY BOOMER
Image source: https://www.ptaufiqphotography.com/mehndi-indian-wedding-tradition/

7. Indians got freedom and beauty became bolder. Women
embraced shorter hair with curls, darker browns and dramatic
mascara. Also With the worldwide popularity of Marilyn
Monroe, beauty in India also saw some peak.
Bollywood played an important role : People followed their
favourite stars.
Lipsticks in the 1970s, much like everything was all about
shimmers and gloss. The concept of power dressing came into
being, and bold red lips were a statement once again. Matching
your lip color with your outfits was common and in vogue. Hot
pink lips became all the rage keeping up with dance party culture
of the era. Goth lips were popular in some alternative
subcultures.
BABY BOOMER
Image source: https://swirlster.ndtv.com/webstories/beauty/the-top-beauty-trends-in-bollywood-from-the-60s-70s-80s-393

8. Ever since Leela Chitnis debuted in the first Lux print
ad in 1941, the benchmark of popularity for movie
actresses has been an endorsement deal with the soap
company. The only two male actors who have endorsed
the brand are Shah Rukh Khan and Abhishek Bachchan.
That soap was Godrej ‘Vatni’, meaning “vatan se” —
from the motherland — and it was born during India’s
Swadeshi movement.
It targeted to indian house wife of middle class family.
It was a 100% indian brand so the brand loyalty tends
towards it by people of that time. Taste & preference -
Low budget Indian product
BABY BOOMER
Image source: https://theprint.in/features/brandma
Image source: https://www.livemint.com/Consumer

10. The Gen Xs account for about a quarter of the Indian workforce.
This cohort consists of individuals born between 1961 and 1980.
A vast majority is conscious of job satisfactions and prefer to
work in areas that assure them contentment.
Landmark event of the defining years of this generation
• The emergency of 1975 was a distinct political development.
• In 1971, India won a war against Pakistan while Ms. Indira
Gandhi was the Prime minister.
• India emerging a nuclear power post the first successful
nuclear test in 1974.
• Agricultural progress made with many innovative practices
being launched to boost food production under the “Green
Revolution” campaign.
GENERATION X
INDIA
Image source:
https://eliteinspections.com/wp-content/uploads/2018/07/bigstock-Generation-X-Word-Cloud-
Concep-208032019-579x434.jpg

11. GENERATION X
INDIA
This generation witnessed the advent of some path breaking
inventions into the Indian entertainment market such as the
television, the tape recorders and the Walkmans.
The Gen X‟s according to popular opinion share the following
characteristics.
• Adaptable
• Techno-literate
• Creative
• Multi-tasking
• Aggressive in driving growth
• Leads with ease
• Values self-reliance
• Pragmatic
Image source: https://miro.medium.com/max/700/1*y0rFRCr-KGsb29_14N3ROg.jpeg
Image source: http://dademocrazy.blogspot.com/2009/12/life-on-two-wheels-nostalgic.html
Scooters and motorcycles
began to occupy Indian roads in
a good number and this
generation saw such private
modes of transport also
becoming popular alongside
mass transportation services.

12. Defined as industry with hair care, skin care,
beauty products.
Indian beauty and personal care (BPC) industry
is estimated to be worth USD 8 billion.
INDIAN COSMETIC INDUSTRY
GEN Xs WOMEN
Women are growing old in this generation, women do and die
for the cosmetic products that could define their personality,
so that their age couldn‘t be revealed.
Gen X women still view themselves as having “youthful-ish”
skin and they want to look for skincare products that will
maintain their skin youthful appearance.
Belief is more on the natural based product.
Image source:
https://www.indiatoday.in/magazine/cover-story/story/19820331-beauty-no-longer-
a-skin-deep-business-but-a-sprawling-multi-crore-business-771651-2013-10-17
Image source: https://www.indoindians.com/wp-content/uploads/2017/07/
neem.jpg
BELIEFS

13. Cosmetics are designed as per the skin types so
that no harmful reactions could be noticed.
Study provide that Gen X uses more product i.e
cosmetic than any other generation because, they
like the idea of preserving their current
appearance as they want to look young.
Based generations’ response, all-natural
ingredients were the second most important
“green” feature and “All organic ingredients” is
most important for Gen X. This shows the
priority of these age groups within “eco friendly”
products.
The differences in product usage between
Generation X and Baby Boomers tend is very
small, demonstrating that once a skincare routine
is established, it remains mostly constant for
them throughout.
TASTE
AND
PREFERENCES
Image source: https://blog.globalwebindex.com/chart-of-the-week/green-consumerism/

14. BRAND IDENTITY
Women usually stick to one product for years and doesn‘t take risks with the
cosmetic products as the products has direct contact with their skin for which
women are highly concerned about.
For this generation, brand identity is the product they like, and which they never
leaves it.
Brand identity could be defined as the logo, mark, symbol of the product that
remains in the minds of the customers for a longer period of time and differentiates
it from the other products.
Beauty/ cosmetic products Shahnaz Husain, Maybelline, Lakme, Mac and Biotique
there is particular identity mark.
Biotiques‘ products always have green cap that shows that they are herbal range
and similarly in Lakme‘s products have a logo with only ‘L‘ in between and
Shahnaz Husain Gold theme packaging.
Anything in a product that sets in the minds of the users is said to be the brand
identity for this generation.
Women while purchasing products will see the colour, logo, design, mark on their
favourite product and then purchase it and that‘s the main brand identity for a
company.
Image source:
https://www.thepinkvelvetblog.com/2017/09/daily-care-routine-with-biotique-a
dvanced-ayurveda.html
Image source: http://www.coml13.com/wp-content/uploads/2013/08/IMG_3710.jpg
Image source: https://i.ebayimg.com/images/g/pfsAAOSwD8FfpSPH/s-l400.jpg

15. Generation X’s high-earning period in their lives, especially high
brand loyalty and affinity for nicer things, makes them an optimal
target for luxury brands.
They have a high affinity for the brands they trust and are willing to
pay a premium for their products, However, they are less interested
in trying new brands compared to younger consumers.
BRAND
LOYALTY
Image source: https://theageofideas.com/wp-content/uploads/2019/07/brand-loyalty-1024x682.gif
Image source: https://www.marketing91.com/best-skin-care-brands/

16. They are born between 1981 and
1994/6. They are currently between 25
and 40 years old (approximately 34% of
India’s total population)
● Gen Y.1 = 25-29 years old
● Gen Y.2 = 29-39 years old.
GENERATION Y
(aka millennials)
Image source: outlookindia.com

17. GENERATIONAL
COHORTS
BEAUTY BEYOND BRAND
DAILY SKINCARE
NEW CONSCIOUS
PRODUCTS
SEAMLESS
SHOPPING
EXPERIENCE
SKINCARE FOR
MILLENIAL MEN
SOCIAL
MEDIA
&
REVIEW

18. SEAMLESS SHOPPING
EXPERIENCE
Millennials like a more personalised
experience whether its online or offline. (as
per a report by millenialmarketing) They like
to be treated with personal attention and want
all their queries to be answered about the
product.
when it comes to online, they want the
product to be best for their skin tone not only
that they want their experience to be quick
and seamless. There are many new
technological developments are happening
everyday to create a better experience in
shopping.like magic mirror (augmented
reality)so that they can experience a similar
experience sitting in their home.
Image source: cbinsignts.com

19. SKINCARE FOR MEN
Over the years, skincare has helped men
discover ways to manifest their grooming
essence.There’s been a shift in a man’s
perception toward grooming, which
promotes better skincare health and an
improvement in appearance.(as per a forbes
article) There's a rise in use of men face wash,
scrubber,creams and other similar products.
Different Indian celebrities have come to
express their concerns about men skincare and
its importance. In recent past we have seen
how men also face skincare issues like acne,
pimple when were always been associated will
females only. Therefore lines are being buried
between men and women skin care routine.
Image source: primandprep.com

20. DAILY SKINCARE
As millennials were exposed to beauty and
makeup at an very early age, as a result they
have developed a strong skincare routine. We
have seen them using various skincare
products starting from all organic to
artificials.(as per a report by AlixPatners)
They follow a day routine and a night care
routine.
They are the major consumer of sunblocks, not
only that they follow a 3 step skincare routine ,
cleansing, toning, & moisturizing. (as per a
report by cbinsights & bof) Millennials are not
limited to these only, they have a wide range of
products as per one's skin type.
Image source:thetrendspotter.net

21. SOCIAL MEDIA AND REVIEWS
Tech savvy millennials are highly dependent
on reviews whether its online or in person.
Before buying any product, they do a detail
research on it, starting from it manufacturers
, its testing, distributors and customers
experience.(as per a report by AlixPatners)
As one knows internet is a one stop solution
for all the above
Millennials will go either to youtube or
instagram for product reviews, they follow
beauty bloggers time to time to get reviews
of a particular product before buying.In Fact
they are more likely to do 3x more research
than any other generation(as per a report by
cbinsights).
Image source: allure.com

22. This generation is a big believer of
‘'healthy,' 'natural,' or 'clean' attributes in
beauty and personal care.
Beauty is closely tied to notions of
wellness, we have found, particularly for
millennials, defined as those 18 to 34
years old. (as per a report by
AlixPatners).
They desire products that are free from
as much as possible (allergen-free,
preservative-free) not only this they also
look for cruelty free, no animal testing
product(as per a report by AlixPatners).
Image source: AlixPartners Global Health and Wellness Study
NEW CONSCIOUS PRODUCTS

23. Millennial have redefined beauty
standards and protocols. They are the
one who is teaching the world how to
embrace their own skin and flaws
because no one in this world is
“flawless”.
A recent campaign on acid attack
survivor was really motivating and it
gave hope to all those young girls,
who lost all faith in their life.
dove, being a pioneer, have always
come up with really transformational
beauty standard campaigns like
#stopthebeautytest, #Realbeauty and
many other successful campaigns.(as
per a report by millenialmarketing)
BEAUTY BEYOND BRAND
Image source: dove.in

24. GENERATION
Z
Mercury is the closest planet to the Sun and the
smallest one in our Solar System—it’s only a bit larger
than our Moon. The planet’s name has nothing to do
with the liquid metal, since it was named after the
Roman messenger god
The first completely digital generation, between ages of 6 and 24, this group has more racial
diversity than any previous generation. They don’t have the same definition of family as their older
counterparts do; they have single parents and same sex parents.
They had smartphones as their first computers and use them for everything from shopping to
entertainment to their personal hand-held TV. They live their lives on-line and prefer Instagram and
Snapchat.
To gain their attention, you’d better grab it with a photo, in five words or less and in eight seconds.
This generation is pragmatic and are planners.
Image source: www.kasasa.com

26. GENDER
FLUID
Gen Z has already broken the gender barrier;
they see gender more fluidly than those before
them.
Social media is covered with young men that
have mastered makeup artistry and share their
transformation tips and tricks.
Image source : nytimes.com

27. HIGHLIGHTING
THEIR
UNIQUENESS
Gen Z wants beauty brands to see them as unique
individuals working to piece together their personal
brands over time. They prefer to see real people (“people
like me”) versus traditional celebrities in advertising.
Image source : beautytap.com

28. ACCEPTANCE
AND
INCLUSIVITY
Gen Z is the most diverse, multicultural generation in
history, so they expect brands to develop products that work
with their different skin tones and beauty needs, such as
Rihanna’s Fenty Beauty. The line is for people of color who
have struggled for years to find the right shade of
foundation. The inclusive and cruelty-free line includes 40
shades of matte foundations, from the palest of pale to deep,
deep brown.
Image source- www.cosmeticdesign-europe.com

29. AGGRESSIVE
SKINCARE
MARS
MERCURY
30
60%
10%
Gen Z also the selfie and tiktok generation is more self
conscious and follows rigorous skincare routines and
keeps up with the trending routines online on social
media.
With the growing need of skincare in Gen Zs, big makeup
brands have begun to launch their skincare ranges too eg-
bobbi brown, mac, colorbar, clinique
One of the most popular skincare regimen of Gen Z has
been the most trending 10 step korean skincare which
requires 10 different products and has been very widely
used among the Gen Z.
Image source-www.beautypackaging.com

30. AWARE
CONSUMERS
REVENUE LAST YEAR
EMPLOYEES
Gen Z-ers “care a lot about seeing
what’s happening behind the scenes,
getting a transparent look into things.
They prefer a beauty line which is
eco-friendly, vegan, cruelty free and
“stands up for what’s right.
Gen Zers, also known as the activist
generation are concerned with the
environment, race, LGBTQ people,
climate change, politics, and animal
rights, and they want to buy products
from brands whose values align with
their own.
Image source- www.millenialmarketing.com

31. Within each age, there is also a stigma that older or younger generations are different because their views
about brand loyalty and beliefs vary when it comes to beauty products. On one hand where baby boomers
are more concentrated on brand specific and on other hand Gen-z are more into specifications of products.
Where millennials and gen-z are willing to pay as possible as they can on luxury beauty products, and there
is Gen-x and baby boomers won’t find it worth spending much. Other factors like sustainability latest
generation are willing to be transparent and takes decisions are affected by it, baby boomer and Gen-x are
more focused on their own personal use and utilization of products. The definition of beauty also changed
from 1924 to 2020 for most of baby boomer defines it more on the simplicity and least makeover new
generations are more into total transformation of looks with Pro and cons of their products which they are
using. Every generations comes with their own beliefs and each can be easily describe themselves, there is
no right and wrongs just a difference and it will be there in future too.
CONCLUSION
Image source - fourhooks.com/marketing

32. REFERENCES
● Morris, HMS Design. (2018, November 15). Evolving perspectives of beauty – Part 2: Gen X. Beauty Packaging.
https://www.beautypackaging.com/contents/view_experts-opinion/2018-11-15/evolving-perspectives-of-beauty---part-2-gen
-x/
● Euromonitor International. (2017, October 20). The generation gap in beauty and personal care. Market Research Blog.
https://blog.euromonitor.com/generation-gap-beauty-personal-care/
● Lamb, Luxury Daily. (2011). Brand loyalty highest in Gen X consumers: EMarketer. Retail News and Trends | Retail Dive.
https://www.retaildive.com/ex/mobilecommercedaily/brand-loyalty-highest-in-gen-x-consumers-emarketer
● Rajesh Saundarya, and Karthik Ekambaram. (2014, Aug). “Generational Diversity in the Indian Workforce: An Exploratory Study.”
International Journal of Managerial Studies and Research (IJMSR),
https://www.99daydiversitychallenge.com/documents/Dr.SaundaryaRajesh-GenerationalDiversityInTheIndianWorkforce.pdf
● Pattnaik. (2020, March). Generational Diversity in the Indian Workforce: An Exploratory Study. International Journal of Scientific &
Technology Research.
https://www.ijstr.org/final-print/mar2020/An-Assessment-Into-The-Factors-Influencing-Brand-Loyalty-While-Purchasing-Cosmetics-In-Ind
ia.pdf
● Sholahli, Beautytap. (2020,May1). Gen Z vs. Millennial Beauty: It’s All About Skincare, Diversity, and the Digital Age
https://beautytap.com/2020/05/millennial-gen-z-beauty/
● Jeff fromm, Millemialmarketing. (2021). The Influence of Identity: What Gen Z Wants from the Beauty Industry
https://www.millennialmarketing.com/2018/01/the-influence-of-identity-what-gen-z-wants-from-the-beauty-industry/
● Himani Chandna. ( 2019,April 28). Godrej Vatni was India’s foremost Swadeshi soap, and it didn’t remind you of Partition
https://theprint.in/features/brandma/godrej-vatni-was-indias-foremost-swadeshi-soap-and-it-didnt-remind-you-of-partition/228216/
● (2017, Aug 21). Godrej Vatni was India’s foremost Swadeshi soap, and it didn’t remind you of Partition
https://www.livemint.com/Consumer/sRChazyrh4GcIwCsDuGquO/70-years-of-Indian-advertising.html

33. THANK YOU