Tackling Tween Beauty
Published 22 May 2024
Gen Alpha is now a powerful beauty demographic, driving 49% of skincare sales growth in the US alone (NIQ, 2024). It is crucial for brands and retailers to understand and engage with this new beauty-hungry cohort who, fuelled by social media, is causing havoc in stores, using unsuitable skincare, and championing unrealistic beauty ideals.
Tween Takeover
Decoding Luxe Beauty’s Appeal
Collective Responsibility: Rules of Engagement
How to Ace Tween Beauty
With debate raging around tweens’ controversial TikTok-fuelled obsession with luxury beauty shopping – and its damaging effects on both skin and perceived beauty ideals – retailers and brands are under pressure to respond. US teen beauty spending has risen 8% year on year to $339 – the highest figure recorded since spring 2018 (Piper Sandler, 2024).
With debate raging around tweens’ controversial TikTok-fuelled obsession with luxury beauty shopping – and its damaging effects on both skin and perceived beauty ideals – retailers and brands are under pressure to respond. US teen beauty spending has risen 8% year on year to $339 – the highest figure recorded since spring 2018 (Piper Sandler, 2024).
Summary
Tween Takeover | With debate raging around tweens’ controversial TikTok-fuelled obsession with luxury beauty shopping – and its damaging effects on both skin and perceived beauty ideals – retailers and brands are under pressure to respond. US teen beauty spending has risen 8% year on year to $339 – the highest figure recorded since spring 2018 (Piper Sandler, 2024). |
Decoding Luxe Beauty’s Appeal | Driven by social media, today’s tweens are image conscious and susceptible to online influencers, keen to own in-demand, instantly recognisable beauty products and emulate the routines they are bombarded with via algorithms. That said, they value brand authenticity, and sustainability is incredibly important. |
Collective Responsibility: Rules of Engagement | Do brands and retailers carry a duty of care to younger consumers, or does skincare usage fall under parental responsibility? It’s a complex issue in which the beauty industry, marketers, social media platforms and parents must all play a role. So how best to educate and engage with this increasingly powerful demographic? |
How to Ace Tween Beauty | In response to a lack of aspirational products designed for skincare-curious tweens, a new breed of age-appropriate self-care brands are ticking all the right boxes. Formulated with gentle ingredients for streamlined routines, housed in covetable packaging and infused with moreish scents and tactile textures, these brands are getting it right. |
Tackling Tween Beauty
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