As many know, social media has drastically been changing the world we live in, including creating jobs for “influencers,” decreasing attention spans, and, most recently, increasing young people’s interest in cosmetics.
Tweens have become obsessed with skincare and makeup, flooding cosmetic stores, and even changing the way companies market their products. Many agree that it may actually be becoming a problem.
Social Media Has Made Tweens Obsessed with Beauty Products
Younger and younger children are using social media these days, and their uncensored access to excessive information regarding skincare and beauty products has sparked a generation-wide obsession.
And because of these sites’ algorithms, they see more influencers promoting brands and encouraging purchasing every day.
Tweens Are Naturally Sensitive about Their Personal Appearance
For those who don’t remember being 11 or 12 years old, it is a time full of self-doubt and, most commonly, concerns about one’s physical appearance.
Founding director of Georgia State University’s Social Media Intelligence Lab, Dr. Denish Shah, explained in a recent statement, “Tweens are preoccupied with personal appearance. They’re very, very self-conscious in terms of how their growing bodies are going to turn out and about their developing self-identity.”
Gen Alpha Is Now Making the Videos They Love to Watch
While the majority of Gen Alpha-ers have simply become consumed by watching TikTok and Instagram videos about beauty products, many of them have started making their own clips.
Most are “Get ready with me” videos, in which young tweens talk to their followers while getting ready for the day via a detailed skincare and makeup routine. And some of these youths are even making money off their videos.
These Youngsters Are “Flooding” Cosmetic Stores
In order to be like their idols or even become a “skinfluencer” themselves, these kids need a plethora of beauty products.
And while many buy their favorites online, the vast majority are heading to their local beauty supply stores, such as Ulta and Sephora, to purchase as many products as their allowance will let them.
Adults Are Taking to Social Media to Complain About It
On social media sites such as TikTok and Instagram, many adult users have started posting videos complaining that Gen Alpha shoppers are flooding their favorite stores.
They’re also noting that the kids are not respectful shoppers. Some say that the 11 and 12-year-old girls are rude to other customers as well as store employees, while others report that they mess up displays and even take products from other shoppers’ hands.
Comedic Clips Making Fun of the Young Shoppers Have Also Become Popular
In addition to the many complaints littering the internet, there are also clips circulating that poke fun at the young shoppers for their social faux pas.
One of the ongoing jokes is that these young girls are not only purchasing makeup and standard face wash but also products that are specifically geared toward aging adults, such as retinol and anti-aging eye creams.
Are These Products Dangerous for Young Skin?
Of course, this is certainly a concern among dermatologists and parents alike, as retinol and anti-aging products could potentially be dangerous for young skin.
In fact, the National Institute of Health recently released a report that states, “long-term therapy with retinoids may result in skeletal abnormalities, and the “chronic use of retinoids in children may inhibit their growth due to premature epiphyseal closure.”
How This New Reality Is Changing the Cosmetic Industry
While this new reality is undoubtedly affecting the next generation, it’s also influencing the cosmetic industry as a whole.
Many companies, such as e.l.f. Cosmetics and Drunk Elephant have begun actively marketing to tweens. And companies such as CVS and Walgreens are focusing on reorganizing their stores to have tween-favored cosmetics in the front.
Tween Products Are on the Rise
Certain companies, such as Drunk Elephant, have started creating entire lines and marketing campaigns for tweens, whereas other companies are appealing to an even younger age group.
In fact, one company, Yawn, started making make-up and skincare for children as young as 3 years old.
Companies Marketing to the Younger Demographic Are Seeing Significant Profit Increases
While it may seem like a strange tactic, the companies that are focusing on promoting their products to teens are already seeing significant increases in profits.
For example, e.l.f. Cosmetics’ stock price has increased by 203% this year. Dr. Shah said, “The company’s sales have increased exponentially over the past year, and that’s significant because they position themselves as really affordable cosmetics. And if you look at their marketing efforts, they’re all targeted toward that tween demographic.”
The Cosmetic Industry May See Drastic Changes in the Near Future
According to Statista, the baby and child skincare market is expected to grow to $500 million with an almost unbelievable 299.4 million users by 2028.
So, while people will continue to complain about their Sephora stores being crowded with tweens, and parents worry that their children are using too many products too soon, the entire cosmetic industry will also see some big changes in the next few years.
