Annual $3,000 Investment by ‘Optimizers’ in Beauty and Longevity Treatments
A groundbreaking new report from Boston Consulting Group (BCG) and Women’s Wear Daily (WWD) reveals a shift in beauty consumer behavior. Beyond traditional products, consumers are now more frequently incorporating aesthetic procedures and longevity treatments into their beauty routines.
The study, based on a survey of 5,000 US adults, identifies a new consumer segment known as “optimizers”. This group, representing approximately 6% of US adults or 15 million people, spent an average of $3,000 in the past year across traditional beauty, aesthetic procedures, and performance and longevity categories. This segment’s potential growth could unlock more than $30 billion across the broader beauty market.
“Skin care, makeup, and hair care still anchor beauty routines, but consumers are increasingly layering aesthetic procedures, wellness, and longevity-driven solutions into the mix,” said Jenny B. Fine, Editor in Chief of Beauty Inc and Executive Editor of Beauty at WWD. It’s noteworthy that about 70% of optimizers consider aesthetic procedures a regular part of their routines, with a similar percentage investing more in premium or medical-grade skin care.
The research also reveals a holistic view of beauty among these consumers. Approximately 80% of them say beauty is about mental and physical wellbeing, not just appearance. The study also highlights the role of technology in their beauty research, with about 75% using AI, and 1 in 4 relying on it as their primary source. GLP-1 medications are also creating new beauty needs, with approximately 30% of optimizers reporting usage in the past 12 months.
Source: BCG and WWD Report