In late 2017, Moj Mahdara, Chief Executive Officer and Co-Founder of Beautycon Media, introduced a new annual publication called, FOMO. The goal of FOMO is to report on beauty trends to provide insight into meaning and value for a newly defined influential demographic called “Pivotals.”
Pivotals are a generation of consumers aged 13-34 with diverse and niche identities not easily defined by traditional categories. In 2017, Beautycon Media used its unique advantage to study this demographic through the company’s popular two-city fashion, beauty, and lifestyle convention, Beautycon Festival. The festival is a gathering of pivotals, brands, and influencers in celebration of what is notable and on trend in popular culture. The festival creates an atmosphere for a meaningful exchange of ideas between consumers and brands eager to know what buyers want and why. According to CEO Mahdara, “It’s a really sweet spot for a very hyper-engaged consumer.”
Beautycon Media gathered valuable qualitative and quantitative research for brands to understand and create strategies to effectively communicate with Pivotals. Some of the key findings included:
- 81% say beauty is a cultural expression
- 73% are more influenced by those they follow on social media than celebrities
- Music-focused influencers are the most popular.
- Most do not describe themselves with a label and when they do they prefer niche labels of cultural (such as extremist), sexual (such as asexual), racial (such as mixed), and gender identity (such as tomboy).
The FOMO report is a worthwhile exploration for brands interested in understanding the culture of beauty from the mindset of a newly defined generation, Pivotals.
By Reena Patton
4 Responses to Pivotals: a newly defined generation