Connect with us

Hi, what are you looking for?

OMD NewsOMD News

Crime

Kids are spending big money on skin care. Some adults are concerned – The Mercury News



Andrea Chang | Los Angeles Times (TNS)

Fourth-grader Naiya White knows what you think about her twice-daily beauty regimen and her Sephora shopping trips.

“I heard all you guys were freaking out about 10-year-olds using skin care,” she says in a TikTok video posted last month, standing outside a Sephora store in Grand Junction, Colorado. “So let’s go pick some out!”

Moments later, White is making her way down the hot pink Glow Recipe aisle in an oversize Lilo & Stitch T-shirt and sparkly green eyeliner, ticking off her favorite products in rapid succession.

“I’d recommend this avocado cleanser; it’s nourishing and gentle,” she says, holding up a $28 tube of face wash. “The mist is also a yes — it makes your skin look super glowy and it’s hydrating. This moisturizer is also one of my favorites and it smells delicious. The hyaluronic Plum Plump balm is a great sleep mask for lips.”

In conclusion, she says with more than a hint of sass, “For all the cranky, musty, dusty adults out there who think little kids shouldn’t be using skin care … get it together!”

Naiya, 10, is part of a fast-growing army of preteens who are swarming into beauty stores around the country and buying up cleansers, moisturizers, toners, face masks and, in some cases, potent anti-wrinkle serums, exfoliants and peels that are intended to slow the aging process in much older consumers. They’re showing off their multi-hundred-dollar hauls and elaborate morning and nighttime routines on TikTok, where the catchphrase “Sephora Kids” has been hashtagged more than 11,000 times.

The obsession with skin care among Gen Alpha — typically defined as those born between 2010 and 2024 — is leading to a windfall of unexpected business for the booming $164 billion global skin-care industry, which historically has targeted women, not girls. But cosmetics brands and the retailers that carry their products are facing a delicate balancing act as they navigate the phenomenon and figure out how to market to a growing cohort of impressionable customers.

“I don’t want to see younger kids using active ingredients, using exfoliating products, because it’s just not necessary,” said Shai Eisenman, founder and chief executive of Bubble, one of the skin-care lines most coveted by Gen Z and Gen Alpha consumers. “We have a responsibility as a brand, and that responsibility is not to sell as many products as possible.”

In June, cosmetics chain Ulta Beauty released an analysis of customer data that showed members of Gen Alpha become interested in beauty much earlier than their predecessors.

“While Gen Z females started experimenting with beauty products and services around age 13, Gen Alpha is eclipsing them by five years — starting at the average age of 8 for females and males,” the report said. “They also start more concretely defining what beauty means to them around the age of 11.”

The burgeoning skin-care trend, which Ulta Beauty began noticing in the last year, is “driven by the rise of new skincare rituals and trending products on TikTok,” a spokesperson said in a statement, adding that Gen Alpha overwhelmingly views skin care as a form of self-care and wellness.

Skin-care mania has divided millennial parents, many of whom grew up washing their faces in the shower with a bar of soap — if at all — and now are baffled by the multistep get-ready-with-me videos that their children are diligently following on social media.





Source link

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

You May Also Like

Finance

There is finally an update on 4th stimulus check for Social Security Recipients! Individuals who receive Social Security benefits can expect to receive a...

Military

The attack using 14 military choppers that Russian President Vladimir Putin planned was destroyed by Ukraine using US-supplied long-range tactical missiles. Russian President Vladimir...

Finance

The Biden administration has announced recently that it plans to increase the monthly payments of seniors and veterans to $2,000. $2,000 in Monthly Payments...

Finance

In Texas, this September the SNAP payments will end, worth up to $1,691, on Friday. The household income determines eligibility. A single-person household must earn more than...