Key Takeaways

• Beauty Accelerate 2025 will be held on March 12-13, 2025, at Ocean Place Resort & Spa in New Jersey.
• Gen X, often overlooked, has significant purchasing power and diverse skincare needs, making them an essential market for beauty brands.
• Experts will share insights on engaging Gen X consumers and developing products tailored for their unique beauty goals.

Beauty Accelerate 2025 Returns to the East Coast

Beauty Accelerate will be live on March 12-13, 2025, at the Ocean Place Resort & Spa in Long Branch, New Jersey. The event will host expert talks from innovative brands, networking opportunities, and a boutique exhibition showcasing products and services from leading ingredient, packaging, and contract manufacturing partners. Registration is now open.

The beauty industry’s emphasis on youth often overlooks Generation X, which comprises consumers born between 1965 and 1980. This demographic holds significant purchasing power and embraces diverse skincare needs. By focusing on Gen X’s preferences for authentic, age-appropriate products, brands can tap into a flourishing market dedicated to self-care rather than superficial beauty norms.

A key session during the event, titled “Aging Beautifully: the Big Business of Gen X’s Empowering Movement,” will feature industry veterans Sarah Kugelman and Laura Geller. They will address the missed marketing and innovation potential for Gen X, emphasizing the need for brands to adjust their strategies to capture this engaged demographic.

Sarah Kugelman, founder of All Golden—a brand catering to women aged 45 and up—explains that women in this age group often find products labeled as “middle-aged” unreflective of their lifestyle. Kugelman seeks to energize the marketplace with uncomplicated, effective products that foster authentic conversations about aging. Laura Geller, known for revolutionizing makeup routines with her brand launched in 1997, has consistently focused on creating accessible products for mature skin.

Recent research by Circana indicates that Gen X consumers are more significant purchasers of makeup than their generational counterparts—Boomers, Millennials, or Gen Z. Moreover, a collaborative report from World Data Lab, Spate, and NielsenIQ shows that Gen X will drive substantial skin care growth, with projected spending increasing by $150 billion worldwide over the next decade. The report states that Gen X leads in beauty spending and is heavily engaged across various beauty categories, particularly online.

A specific opportunity exists in addressing the needs of mature consumers. While the demand for makeup designed for mature skin is growing, concerns like cakey makeup and creasing concealer highlight unmet needs within the market. There has been a notable increase in online searches for solutions tailored to these issues, revealing a gap that skincare brands can exploit.

Industry experts emphasize that Gen X deserves more attention as a vibrant consumer group. They project that Gen X will soon outnumber Boomers, yet they are currently overshadowed by younger generations, particularly due to the industry’s increasing focus on Gen Z and Gen Alpha. The beauty industry must adapt to these shifts to cater effectively to Gen X’s needs, as evidenced by Sephora’s dedicated page for mature skin products.

Beauty Accelerate 2025 promises to be a pivotal event offering insights from industry leaders on navigating challenges in an evolving market. The conference will cover a range of themes, including engaging younger consumers, innovative solutions for mature skin, and the role of sustainability in beauty product development. By bringing together experts in R&D, marketing, and brand strategy, attendees can expect actionable guidance to future-proof their beauty brands.

In addition to expert talks, the event will feature Innovator Talks and a boutique exhibition highlighting cutting-edge products and technologies. Networking opportunities, including meals and award receptions, will provide attendees with insights to sustain growth in the beauty sector. Registration for this vital event is open, and interested parties are encouraged to stay updated on featured speakers and program details.

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