As Gen Z begins to age, here comes the next generation: Gen Alpha. Born after 2010, these young people are no older than 14 and already show a keen interest in beauty products. In a recent study, Kantar Worldpanel took a closer look at the buying habits of these consumers.
Influenced by the social networks to which they have always been exposed, Alphas watch a lot of “beauty” content on Tik Tok or Instagram.
“This generation represents a key new audience for brands, but their introduction into this universe is not without its challenges,” comments Kantar Worldpanel. In particular, the Dove brand has complained that these teenagers use skincare products that are not adapted to their skin problems.
Elaborate beauty routines
“Pre-teens are incorporating more and more skincare products into their routines, with a notable increase in the use of night creams (+22% more than last year), serums (+125%), products targeting specific problems (+34%) or anti-wrinkle products (+9%), as well as cosmetics to combat dull complexion (+10%),” comments Kantar Worldpanel.
More girls aged 11 to 16 wash their faces (+9%) and apply moisturizers (+5%).
There is also a marked trend towards the use of suncare products on a daily basis (+26%).
“Faced with this evolution, the study reveals a strong interest among young people for cosmetic recommendations from content creators (+17%),” says Kantar Worldpanel. “These data underline the importance for beauty companies to respond responsibly to the needs of this emerging generation. It will be their duty to accompany them …
