The investment bank Piper Sandler conducted a study with a sample of several thousand American teenagers to better understand their shopping habits. The study conducted in 2023 reveals an increase in the budget allocated to cosmetics compared to last year.
To conduct the survey, Piper Sandler interviewed 5690 Americans living in 47 different states. The average age of the panel is 16.2 years. It is composed of 53% boys, 45% girls, and 2% non-binary.
40% of the sample has a student job.
It was conducted between February 13 and March 21, 2023.
Despite the inflationary environment, Americans continue to buy cosmetics. Their beauty budget is $313 per year, 32% more than in 2022.
To shop, respondents go to:
• At Ulta (41%)
• Sephora (28%)
• Target (7%)
• Walmart (6%)
• Amazon (5%)
They particularly like:
• e.l.f. (22%)
• Rare Beauty (11%)
• Maybelline (7%)
• L’Oreal (6%)
• Fenty Beauty (5%)
In terms of skin care products, they favor:
• CeraVe (41%)
• The Ordinary (7%)
• Cetaphil (6%)
• Drunk Elephant (4%)
• La Roche-Posay (4%)
On the fragrance side, we find:
• Bath & Body Works (31%)
• Victoria’s Secret (14%)
• Sol de Janeiro (9%)
• Ariana Grande (6%)
• Chanel (4%)
The hair brands of the American Z’s are:
• Olaplex (10%)
• SheaMoisture (8%)
• Pantene (4%)
• Mielle (4%)
• Amika (4%)
Capturing their attention
Like all members of their generation, …
