NEWS > 01 February 2021

Millennials: instructions for use

Almost two billion people are born between one millennium and the next, a quarter of the world population. Millennials, that is, those born between 1981 and 1996, according to the Pew Research Center's official classification, witnessed the catastrophe of September 11th, experienced the hardships of the "Great Recession" and the economic crisis of the late 2000s. They were the first to have to deal with the environmental damage caused by years of unregulated industrialization. Still, they are also the pioneers of digital innovation and the Internet revolution, of safeguarding the planet and defending the right to health and well-being of all individuals.

Millennials have adopted new habits and interests, and their approach to consumer goods and market rules has also radically changed from previous generations. They are not satisfied with traditional advertising claims, but they document themselves on every aspect of the supply chain processes. They don't passively adapt to what they find on store shelves but look for a product tailored to them. They love to share their experiences on social media, but they do not give up on reiterating they are unique.

Even the cosmetics industry has had to readjust its strategies to dialogue with new consumers, the real needle of the balance for the market's evolution. One of the main levers for a product's success in this particular segment is undoubtedly the personalization: the cosmetic adapts to the consumer, transforming itself in line with the tastes, needs, and inspirations of the moment.

Here are some "custom beauty" proposals dedicated to Millennials' universe, among the latest innovations presented by the exhibiting companies of Cosmoprof.

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Nailmatic presents nailmatic LAB

A kit to create a tailor-made nail polish, formulated with raw materials of natural origin: the perfect proposal for younger consumers, which combines the fun and curiosity of do-it-yourself with long-lasting and easy-to-apply nail polish. By adding different liquid pigments from time to time, you can create an infinite rainbow of shades to share with friends with a story on Instagram or a video on Tik-Tok. Furthermore, nailmatic LAB reduces waste: you can combine old colour pigments with others and re-use them endless times


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AGF88 Holding presents Free Paint

Free Paint is a line signed by Fanola, a professional haircare brand with a high level of color, creativity, and sharing. The line consists of ten semi-permanent natural dyes without ammonia, mixed to obtain infinite color combinations. Free Paint allows millennials to represent their personality, daring with colors and "wearing them" as an accessory. On the occasion of the launch campaign, an Instagram filter was also created, "Fanola Free Paint", to play with the color of your hair virtually.



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Pronails presents Soft French and Babyboom

Among the hottest nail trends today among millennials, Soft French and Babyboom play on the balance between a perfectly smooth nail and an impeccable use of natural tones. The three new color kits - Master Babyboom Kit, Master Soft French Kit, and Master Natural Kit - offer every consumer the perfect shade of pastel tones. Thanks to these ProNails Master 3-in-1 Gels, the result is guaranteed, significantly reducing application times, for a healthy and natural nail appearance, without unnecessary waste of time. It’s a time-saving and professional gel, Nail Stylists only benefit from when offering it in their salon! 

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