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Insight of the Day: How beauty brands learned to speak ‘Sephora tween’

Beauty brands are adapting their strategies to cater to the growing Gen Alpha market, a generation increasingly interested in prestige skincare. These young consumers, influenced by social media platforms like Youtube and TikTok, are drawn to aesthetically pleasing products and routines.

Key Takeaways:

  • Gen Alpha's Growing Influence: Beauty spending among tweens is on the rise, with a significant interest in skincare. Brands like Drunk Elephant, Rare Beauty, and Glow Recipe are popular choices.

  • Social Media's Impact: "Aesthetic" content on Youtube and TikTok, featuring "shelfies" and "get ready with me" videos, heavily influences tweens' product choices.

  • Educational Approach: Brands and retailers focus on educating tweens and their parents on appropriate products and skincare routines. This approach helps build trust and loyalty.

  • Environmental and Social Responsibility: Younger consumers are increasingly aware of sustainability and social issues, pushing brands to be transparent about their practices.

  • Guilt-Free Shopping: Brands offer products like body sprays, scents, and sunscreens with SPF that parents feel comfortable buying for their tweens.

Marketing Strategies:

  • Eye-Catching Packaging: Brands like Sol de Janeiro use bright, collectible packaging to appeal to young consumers.

  • Educational Content: Drunk Elephant and Glow Recipe offer online resources and recommendations for younger skin types.

  • Mini Versions: Supergoop and Sephora offer smaller product sizes, making them more accessible to tweens with limited budgets.

  • Gift Cards: Supergoop promotes gift cards as a safe option for parents to purchase for their kids.

  • Influencer Marketing: Sol de Janeiro partners with Gen Z influencers like Sofia Richie Grainge to reach younger audiences.

By understanding the preferences and values of Gen Alpha, beauty brands can successfully engage this emerging consumer base and foster long-term brand loyalty.

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