Gen Alpha, referring to those born in the early 2010s, is having a significant impact on the beauty industry. In fact, they are shaping the industry to a greater extent than their Gen Z counterparts. According to a recent report, Gen Alpha accounted for 49% of skincare sales growth, and data from CivicScience indicates that beauty shopping among this age group saw an 11 percentage point increase during the holiday season.
Major retailers like Sephora and Ulta have also observed a rise in younger shoppers, leading to the emergence of trends such as "Sephora Kids," which gained popularity on TikTok.
The increased involvement of young Americans in beauty shopping has sparked both discussions and controversies. Some have raised concerns about the potential negative effects on mental health and the risks associated with using skincare products designed for mature skin. On the other hand, some see this trend as an opportunity for children to learn about skincare and develop healthy habits from a young age.
While children under 13 are not surveyed by CivicScience, data on Gen Alpha's parents (children aged 6-11) provides interesting insights:
1. Nearly half of Gen Alpha's parents have purchased skincare products for their children in the last three months.
- Among all U.S. adults with children, 44% have bought beauty products for their children in the last three months, including skincare, makeup, hair care, and perfume.
- Hair care (28%) and skincare (24%) are the most commonly purchased products, but these figures increase significantly among parents with younger children.
- Forty-six percent of parents with children aged 6-11 have purchased skincare products in the last three months, compared to around 30% for makeup and 20% for perfume. Hair care is the most frequently purchased beauty product, with approximately 60% of parents buying it.
2. Gen Alpha's parents are sensitive to brands.
- Gen Alpha's parents are six percentage points more likely than the general population to consider brand sensitivity when buying health and beauty products.
- While they exhibit a mix of brand and price sensitivity, Gen Alpha's parents lean more toward being brand-sensitive (35%) rather than price-sensitive (25%).
3. e.l.f. Beauty is a popular brand among Gen Alpha's parents.
- Among the popular beauty brands, e.l.f. Beauty stands out as the most frequently purchased by parents with children aged 6-11. Over a third of these parents (35%) have bought products from e.l.f. Beauty in the last six months, and an additional 17% express interest in doing so.
- Rare Beauty products show the highest intent to purchase, with 26% of parents indicating interest.
- It's worth noting that parents with younger children (6-11 years old) are more likely to have purchased from all surveyed brands (except Summer Fridays) compared to parents of older Gen Z children (ages 12-17).
The influence of Gen Alpha on the beauty industry is undeniable. Their brand-sensitive parents are purchasing skincare and makeup products more frequently than the general population, and they show a higher rate of purchasing trendy brands compared to parents of younger Gen Z children.
The long-term impact of Gen Alpha on the beauty industry remains to be seen. To gain further insights into this industry and navigate key changes, one can refer to CivicScience's "Pulse of the U.S. Beauty Buyer Report" and other beauty offerings or connect with them directly.
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