In a new report, “Millennials and Beauty,” Coresight Research notes that U.S. millennials, like older generations, value trust more than anything else when selecting a beauty brand. Citing a U.S. survey by Prosper Insights & Analytics in July 2018, Coresight points out more than 50 percent of those in the 18 to 34 age group said they would select a beauty product based on trust, broadly in line with the 35 to 54 and 55+ age groups.

Similar to older generations, for millennials price is the second-most important criterion. However, compared with older shoppers, millennials are more likely to visit different stores to get the best deals and also to use coupon codes when buying a beauty product.

Millennials are more likely than previous generations to value quality, with about 24 percent of consumers in the 18 to 34 age group saying they would select a cosmetics brand based on this factor, compared with 19 percent and 21 percent of the consumers aged 35 to 54 and 55+, respectively.