#IAmMillennial

I know I should get more sleep. Why aren’t there more hours in the day!? #stayuplateskin

– Mei, 27, Shanghai, China​

Staying in is the new going out. Mei isn’t just staying in, she’s staying up. Late. She always has something to do — whether it’s catching up with friends in different time zones or just binging on Netflix. ​

And she’s not alone. #stayuplateskin is a popular hashtag on Chinese social media. And ‘stay up late’ (熬夜 肌) is an emerging product claim. Lack of sleep has been linked to skin problems, like dryness, dullness and early ageing — and Mei knows it. She’s aware that the right products can help balance this out and keep her looking her best. ​

What she doesn’t know is that studies show her late-night lifestyle can lead to feelings of loneliness and isolation. She needs to balance physical and emotional wellbeing. ​

These concerns speak to more than just millennials and offer potential for new products and claims around boosting self- esteem and confidence.

Missing my travel, but it gives me plenty of time to focus on the essentials for my wellbeing”. #newpriorities #simplynatural​

– Chloe, 26, Berlin, Germany​

Spending more time at home is an opportunity to re-evaluate our priorities. What’s really important? And what’s just a distraction?​

Chloe is single and working from home. After a year in yoga pants and hoodies, elaborate beauty routines seem a lot less important. Now she’s spending a lot more me-time on wellbeing: trying to keep fit at home, relaxation rituals, nesting, and healthy cooking to look after herself.​

The same goes for Chloe’s cosmetics and skin care. She still wants to look good on Zoom, but simple and natural are the order of the day. ​

Wellness is no longer a luxury. It’s now an affordable necessity and more accessible than ever. It’s less about glamour and all about personal care. Just the essentials to keep her looking —and feeling — her best.

Aargh! Stressful day. Ready to hit the yoga mat. Fitness is a state of mind and body. #activebodyactivemind

– Sririta, 30, Bangkok, Thailand​

Active women are keeping active — and feeling the emotional and physical benefits. Sririta takes a holistic approach to body, mind and spirit. ​

As sport and exercise become ever more integrated into her lifestyle — from activity trackers to athleisure fashion — Sririta needs beauty products that move with her. Make-up that looks good and feels fresh during and after exercise. Products that let her feel confident and cool from a morning workout to an evening Zoom.​

Face and body care products can save time, enhance performance and relieve stress. They can help her get the most out of her exertions and recover from them, while protecting her skin during outdoor workouts. And they can be designed to be applied on the go. ​

What they can’t do is make claims that aren’t credible. Sririta is a sophisticated consumer. She knows the difference between believable and bogus. Like she says: active body, active mind.​

I’m marching on to the beat I drum. I’m not scared to be seen, I make no apologies. #thisisme

– Jesse, 24, London, UK

Non-binary. Gender fluid. Neutral pronouns. They’re all just labels — and that’s exactly what Millennials like Jesse reject. Jesse lives hir life on hir own terms. ​

More than any generation that came before them, today’s youth are breaking down gender stereotypes for all of us. They’re defying labels and rejecting judgment in favor of individuality and self-expression. ​

For Jesse, life’s a bit blurry and fluid. It’s time to embrace that. It’s time to redefine beauty. Men are taking greater pride in the way they look. That means skincare, grooming and makeup. Vloggers and influencers are leading the way. And brands are taking notice. ​

What matters to Jesse is feeling confident, being your best self — your authentic self — and feeling comfortable with who you are.

Later, toxins. Hello juice fast. Detox starts today. #wellness ​

– Alex, 27, New York, USA​

Clean beauty is moving full-speed ahead. It’s a movement with momentum. Conscious consumers want to know what’s in it and why.​

Alex grew up in the age of social media and transparency. He’s suspicious and skeptical. So don’t try to impress him with fancy claims and big promises. He isn’t buying it. ​

Just be real. That’s all Alex needs. Authenticity. Staying true to who he is, his values and individuality. Being authentic is about consistency and continuity between his online persona and real life. ​

Alex wants to know the facts behind the product. He wants to look behind the scenes and know what goes into what he buys — and how that effects his own wellness and the planet. ​​

For Alex it’s all about being relevant and transparent. He knows what’s good for him and what isn’t. And he’ll listen if you speak to him, not at him. ​

Woke up this morning and thought: Stay-home day! I deserve it. #shamelesslysingle​

– Yuki, 29, Tokyo, Japan​

These days taking time to take care of yourself is its own form of luxury. Wellness is a goal to focus on and work towards. ​

Yuki has the income to invest in herself — and she’s not afraid to do it. She buys what she likes for her own happiness and self-satisfaction. It’s her choice, a way of exerting her uniqueness and independence. It may seem indulgent to others, but she knows she deserves to treat herself.​

For Yuki, living alone is a sign of accomplishment. It takes affluence, independence and cultural tolerance. Being highly social and connected, she finds it easy to live on her own.​

Self-care and self-discovery are powerful drivers. Her choices are all about her own moods and preferences. She can pick and choose different products for any purpose. ​