Despite what your Instagram tells you, millennials' favorite beauty brand is a classic drugstore brand that we're all familiar with. Although we always see those fancy schmancy indie brands with minimalist packaging all over our feed, millennials' spending habits show that they are loyal to this one OG drugstore brand.
According to a survey of 1,000 women by Corra, Millennial women are most loyal to none other than CoverGirl. And not only to Millennials, Generation X and Baby Boomers also have an affinity for the brand! In addition to brand loyalty, CoverGirl is also the brand they've used the longest out of other contenders like Maybelline, Revlon, and L'Oreal.
Millennials' allegiance to CoverGirl isn't all that surprising. The brand has been a household name for nearly 60 years, after all! They have excellent marketing strategy - picking the most influential people to be the face of their brand: Rihanna, Ellen DeGeneres, Janelle Monae, Katy Perry, Sophia Vergara, and Zendaya. And late last year, they anointed their first ever male ambassador, James Charles!
Aside from a great roster of representatives, CoverGirl is also at the top of their innovation game. They've churned out products like holographic highlighters and serum-boosted foundation.
Curious to see which other brands each generation are most loyal to? Check out the chart below: