In a global landscape where the era of rapid organic growth in the beauty industry is coming to an end and brands are looking for new ways to gain market share, the strategy adopted by many industry players appears to be clear: broadening their target audience. The numbers leave little room for doubt. While the industry recorded 7% growth between 2022 and 2024, growth is projected to slow to around 5% by 2030 (source: McKinsey & Company and The Business of Fashion). As growth moderates, brands must look to new strategies and untapped consumer segments. Through multigenerational campaigns, companies can reach a wider consumer base while leveraging the same product line, campaign, and brand narrative.

For the first time, the beauty market encompasses five generations of consumers. From Baby Boomers and Generation X to Millennials and Generation Z, as well as the emerging Generation Alpha, each segment is characterized by distinct needs, media habits, and values. While creating separate campaigns for every generation is unrealistic for most marketing and PR teams, brands can effectively engage multiple generations simultaneously by maintaining product and storytelling consistency while adapting their tone of voice and channel mix to reach different audiences.

Brands that have embraced this approach are already gaining momentum. Whether it is MAC Cosmetics’ “I Only Wear MAC” campaign, featuring Kris Jenner, Doja Cat, and Cortisa Star, or Lancôme’s launch of the Absolue Longevity MD line, which brought together Zoë Saldaña, Demi Moore, and Pauline Chalamet, the strategy remains the same: building connections with different generations through the most relevant channels and creators, while keeping the brand narrative consistent. The data supports this approach. Between the fourth quarter of 2025 and the first quarter of 2026, brands that actively targeted more than one generation achieved an average Media Impact Value® (MIV®) growth of 42%, compared with 36% for brands that did not adopt a multigenerational strategy.