The cosmetics industry is no longer the preserve of adults. Increasingly precocious, the younger generation knows how to take care of itself. In a recent study, trends consultancy The Benchmarking Company asked parents about their children’s beauty habits.
This survey was carried out among a sample of 2,691 parents of children aged between 7 and 17. The interviews were conducted in August 2024.
According to the respondents, the first signs of interest in beauty products appeared from the age of 10. This was particularly true for girls (69%).
31% of those surveyed even explained that at least one member of the family is ‘obsessed’ with skincare products.
Parental opinion
73% of adults think that beauty brands are actively targeting the teen and preteen market.
56% are afraid that the ingredients used in the formulas are harmful to the skin.
Respondents also say that they feel that young people are being manipulated by brand marketing and that the development of skincare products adapted to this audience is part of societal pressure.
Respondents said they would feel more comfortable buying cosmetics for their children if they were sure that the products in question were ‘clean’ and suitable for young skin types.
They would also appreciate brands providing more information on ingredients and communicating transparently.
In terms of brands, adults trust CeraVe, Aveeno, Bubble, Cetaphil and Neutrogena.
Teenagers, meanwhile, like E.L.F, Ulta, Sephora, Sol de Janeiro, Bubble and Drunk Elephant.
