🌟 Gen Alpha: The New Face of Beauty 🌟 Move over, Gen Z! Gen Alpha is making waves in the beauty industry, and their influence is nothing short of remarkable. From 10-year-olds with elaborate skincare routines to the #SephoraKids phenomenon, this young cohort's entry into the beauty scene has been both surprising and eye-opening. With the oldest Gen Alphas now 14, they are digital natives with unparalleled access to information and influence. Mintel reports that 66% of 12-14-year-old beauty users discover new brands or products through social media. These youngsters are learning from influencers, customer reviews, and even their millennial parents and Gen Z siblings. Gen Alpha’s approach to beauty is unique and reflects their upbringing in a hyper-connected world. Here’s what sets them apart: ✨ Early Adopters of Skincare: Many Gen Alpha kids are starting skincare routines at a very young age, influenced by millennial parents and older Gen Z siblings. ✨ Social Media Savvy: Platforms like TikTok and YouTube are critical for product discovery. 51% of Gen Alpha reports first hearing about brands through YouTube videos. ✨ Preference for Prestigious Brands: Brands like E.L.F. BEAUTY, Sol de Janeiro, Rare Beauty, DRUNK ELEPHANT, and Milk Makeup are particularly popular among this group, largely driven by their parents' preferences. ✨ In-Store Experiences: Beauty retailers like Sephora attract Gen Alpha by offering in-store experiences where they can sample and learn about new products. ✨ High Brand Sensitivity: Gen Alpha’s parents show a 6% higher brand sensitivity than the general market, indicating a strong preference for well-known, reputable brands. ✨ Targeted Skincare Brands: Many new and existing skincare brands are now specifically targeting tweens and teens, recognizing the potential of this young demographic. Brands like Bubble, indu, tbh Skincare, florence by mills, and Good For You Girls, are creating products tailored to the unique skincare needs of Gen Alpha, focusing on gentle, effective formulations that appeal to both kids and their parents. Brands that capture Gen Alpha’s loyalty now may secure lifelong customers. But it’s crucial to stay adaptable, as their preferences will undoubtedly evolve with time. For beauty brands, the key to success lies in understanding and meeting the unique needs of this digitally savvy and brand-conscious generation. Brands will need to focus on educating this young generation about skincare, breaking down complicated routines, and empowering Gen Alpha to make informed choices and develop healthy skincare habits early on. The beauty industry is on the cusp of a significant shift, driven by the youngest and perhaps the most informed generation yet. Let me know in the comments below your thoughts on this new generation. #GenAlpha #BeautyIndustry #Skincare #DigitalNatives #BrandLoyalty #SocialMediaInfluence #FutureConsumers #BubbleSkincare #BlogBeautyBoss #Education #BeautyIndustryTrends
My Tiktok channel Biz Kids has reached 2 million gen alpha kids, largely girls, in last 7 days alone! We are on the ground with these kids - I can’t wait to share our latest / current campaign as it has been HUGE!
Interesting fact about younger audiences Parina, do you see companies targeting younger and younger ones?
Parina Daswaney Its amazing to see how quickly the younger generations adopt trends🚀
This is such an interesting conversation. So many discussions about kids being online too much and the possibility of restricting their access to social media while brands target younger and younger audiences. There is also a question about transparency for brands to target people who are very susceptible to advertising. Not to mention, do 10-year-olds really need a skincare and makeup routine?
This is really interesting. Excited to see the shift driven by this generation
Founder | CEO | Marie Ernst®
1moI wasn’t going to comment, but I feel this needs to be said. Why does a 10-year-old in 5th grade need a skincare routine that includes makeup? Who are they trying to attract? The dichotomy is cosmetic brands promote having youthful looking skin to their customers. But now, the industry is telling 10-year-olds to look like adults and that their skin needs improvement. The mental health of Generation Alpha, particularly females, is a growing concern. Gen Alpha, those born from 2010 onwards, are just beginning to enter their teenage years, with the oldest in 8th or 9th grade—a critical period for their mental health development. This is significantly influenced by their extensive use of social media, and the platforms often emphasize false aesthetics, and often unattainable beauty standards, since most influencers are adults who use filters, or tons of makeup to artificially manipulate and enhance their appearance. The impact of social media on body image and self-esteem is well-documented, and the constant exposure to curated and idealized images on platforms like Instagram and TikTok contributes to body dissatisfaction and anxiety about their appearance. Is their mental health and well-being less important than profits?