The American teenage consumer barometer is published twice a year by the investment bank Piper Sandler. For this second 2024 edition, the figures revealed that the level of cosmetics purchases has not been so high for several years.
13515 teenagers, aged 15 on average and living in 47 different states, were surveyed between 12 August and 13 April 2024. The sample was made up of 54% boys, 45% girls and 1% non-binary people. 34% of respondents have a student job.
Green light for beauty
The average cosmetic basket reached its highest level since spring 2018 at $342 (+6%). All categories, with the exception of skincare (-4% year-on-year), grew year-on-year. Perfumes grew the fastest, by 25%.
Favourite brands and shops
Like all consumers, young Americans have their ‘favourites’ in terms of brands and shops.
Here is a list, by category, of their preferences.
Shops:
• Sephora (36%)
• Ulta (27%)
• Target (10%)
Skincare:
• e.l.f. (35%)
• Rare Beauty (10%)
• Maybelline (7%)
Fragrances:
• Bath & Body Works (24%)
• Sol de Janeiro (15%)
• Victoria’s Secret (10)
Hair products:
• Amika (7%)
• Not Your Mother’s (7%)
• Mielle (6%)
