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Target Marketing by Generation

By: Maritza Rodriguez and Dawn MacLellan
Posted: February 28, 2013, from the March 2013 issue of Skin Inc. magazine.

Recognizing the motivations, values and decision-making processes of each generation is key to marketing and successful promotions in your skin care facility. This will allow you to capture a wider client base. Baby boomers, Generation X, Generation Yand Millennials are specific target markets that should be addressed. It is important that the needs and interests of each generation are met and expanded on. If you do this, your facility will be busy for years to come. See The Generations to learn the generation breakdown.

The Builders. This generation is typically very conservative and looking for absolute results, along with value and benefits. The spa experience is typically that of a necessity versus a luxury for this group. Sounds must be soothing and scents need to be minimal, and treatments must have a focus on health, wellness and anti-aging. Marketing to this group must be direct and focus on end results.

Baby boomers. Baby boomers are looking for the full spa experience. The spa is considered an escape from the hustle and bustle of everyday life. This generation enjoys the peace and tranquility of relaxation lounges, soothing treatment rooms and calming essential oils. Some added touches for this group include soothing sounds, heated tables, hand/foot massages, warm stones and warm towels. Treatments for this group should focus on anti-aging and rituals. Marketing efforts should focus on the total experience and results.

Generation X. Generation X consists of a very busy group of potential spa-goers. This generation tends to be very fast-paced and technologically advanced, and its members are seeking balance and solutions. Many times they prefer to have shorter, effective treatments, such as lunchtime peels, 30-minute power facials and various 30–45-minute results-driven services. Effective marketing may be accomplished through print or, even better, social media.

Generation Y and Millennials. This market includes clients who are very adventurous. They enjoy unique experiences, and easy-to-use products and treatments created specifically for them. Fun, experiential and educational opportunities entice this generation. Professional treatments should address specific conditions. Play stations and themed treatments are attractive to this age group, so the experience should also include iPod docking stations. Social media marketing is key.

Bringing them together

Builders, baby boomers and Generation X all have similar needs, because a lack of radiance and aging issues are common concerns. Generation Y and Millennial generations may have concerns with acne or sensitive skin. This crossover may allow the skin care facility to offer similar treatments and services while utilizing a variety of marketing mediums.

Defining your target market is key to your facility’s success. Once this is determined, products and treatments may be chosen to meet each generation’s need. Time and money will be saved, and your product mix will be more precise and focus on each generation. Be sure that your skin and body care line has a wide variety of home care and professional treatments to address each generation’s needs.

Maritza Rodriguez has worked directly in the capacity of image and marketing consultancy with some of the most renowned professional skin care brands on the market. She is currently the global vice president of marketing & communications for Pevonia International and its related brands.

Dawn MacLellan is currently vice president—U.S. direct sales, with Pevonia International. They both can be reached at 800-738-6642, or via e-mail at pevonia@pevonia.com.