Factors affecting the consumption choices of the X generation in the cosmetics sector

The cosmetics sector has become one of the most growing sectors in recent years. It is seen that personal care products and brands are increasing for men as well as women consumers. Cosmetics products are diversified from make-up and skin care to many other categories and sold at both in digital and physical retail formats. Growth in cosmetics retail in every channel and category despite the economic crisis is explained withdifferent reasons. This study focuses on cosmetics consumption by focusing on the X generation- because of their long history of consumer experience, high consumption power, need / benefit potential. It aims to understand how the consumption of cosmetic products by X generation in today's communication, channel and product variety is influenced. In the first part of the study; consumer behavior concept, factors affecting consumer behavior and purchasing process are introduced. The concept of consumer generations and generation types and specifics about X generation is later discussed. Prior to the research section, the concept of personal care, the cosmetics sector redefining and structuring itself, the cosmetic brands and the cosmetic consumption of the X-generation are discussed. In the study, the Chi square test technique is used to determine the relationship between categorical variables and the t test technique used to compare independent groups in terms of quantitative variables. The resarch has determined that all genders of X generation use dental products and hair products most often and buy cosmetics primarily for hygiene reasons.They valuesword of mouth from family and friends, yet women are effected by expert opinion-at drug store, beauty parlor-and, dermatologists more than men. Despite the fact this generation doesn't experiment new products or brands often, resarch also shows X-generation remains open to new products and brands and seek knowledge from all channels.