What happened to the era when kids asked for Bratz dolls and play kitchens? Skincare happened. Yes, you read that right!
These little trendsetters have ditched their Barbie dolls for a glow-up extravaganza, soaking themselves in face masks and moisturisers, they now have their own skincare routine and are very proud of it. It could play out as just a “phase” but Gen Alphas skincare frenzy is set to make holiday spending a whole lot glitzier. What a plot twist!
But why are these generational newbies going gaga for skincare? We can put a finger on the “Insta-influence”. Watching the older digital influencers they follow do their thing is what inspired their buzz around skincare products lately, sometimes even before hitting an age with two numerals.
Meet Gen Alpha: What Makes These Kids So Uniquely Awesome?
Gen Alpha is a generation that is growing up in a world oozing with trends and influence, all due to yours truly—the internet and social media. This segment consists of those born between 2010-2025. This newest generation is also being exposed to a vast variety of things that their predecessors, even Gen Zs have not had the opportunity to encounter.
We know it’s been said time and time again that Gen Z is the more tech-native generation, but wait until you see the epoch of the Gen Alphas- the true heirs to the throne of technology.
This generation is more open and varied and was raised with a heightened awareness of social and environmental issues. Their unique quirks are what shape the patterns and trends they hold dear.
One of the appealing trends that we’re witnessing is what Gen Alphas calls the “new cool”- skincare. Talk about getting an early start to beauty and glow-ups. Slapping on face masks and other facial serums, they are making it a form of art and self-expression that is sometimes framed as a skincare epidemic amongst these youngsters.
This episode of “What Will Gen Alphas Be” raises the question: why are they so obsessed with beauty products and cosmetics at such an early age?
Social Sway: How the Insta-Vibe is Shaping Gen Alpha
As predicted, one of the driving reasons behind this obsession is social media’s heavy influence. The youngest buyers of the “Insta-generation” are younger than ever; just look at Kim Kardashian’s 10-year-old little girl, North West. She has her own TikTok account and has recently been known for her video using a Chanel headband to push her hair back before she wacks on Drunk Elephant’s Lala Retro Whipped Cream moisturiser from the Kardashian skincare brand. In the meantime, her 11-year-old cousin Penelope Disick, is also an absolute skincare enthusiast. In these tutorials, they both make extensive use of Kim’s skincare line SKKN.
Via Instagram reels and TikToks, these young ones watch their favourite influencers, celebrities, and even their parents promoting and recommending products and demonstrating skincare routines.
As youngsters watch content online from so-called Skinfluencers, they are embracing skin-care routines like never before in an era where TikTok and YouTube have displaced linear TV for the youngest consumers in America, according to experts.
They are shopping today, and companies are vying for market share by branching out into areas other than makeup. However, what age is too young to follow a beauty regimen? Age is just a number I suppose.
Skincare Playtime with legit products? The modern-day kid
Skincare companies have launched kid-friendly skincare products after realising the potential impact this new trend may have on their marketing and sales. Dermatologists who have evaluated it say that as long as kids are using products suitable for their sensitive skin, it should be safe.
Brands have caught on and are developing mini-me-friendly products with playful packaging and safe and gentle ingredients that aren’t too strong for delicate and youthful skin. Makers of these products are claiming that they aim to make skincare for Gen A’s a fun but also educational activity, by igniting their curiosity and learning.
For example, we now have kid-friendly sunscreen, soft cleansing wipes, and creams that smell like fruit and are colourful. As a result of their perception of these products as toys or a means of entertainment, parents are fostering a sense of independence in their children by purchasing them, and are more than happy to play along as their kids engage in activities that promote healthy habits.
Filling up the festive cart: The merry influence of skincare trends on your holiday shopping spree
The Christmas season is approaching and we’re all gearing up to begin our holiday spending fest. Anticipated to be the largest generation in history, Gen Alpha’s influence is predicted to surpass that of millennials and Gen Z combined, and kids’ skincare products are one of the driving forces behind these spending habits.
A parent told the CNBC news agency “I would have never imagined that I would be buying moisturiser” for a child and she went on to say that her 9-year-old daughter is obsessed with moisturising and that’s all she is really into, besides cheerleading, is taking care of her face. Yes, she didn’t mention toys, unbelievable don’t you think?
Parents of the Gen Alpha Generation will now be hitting skincare isles for their kids instead of buying dolls and games. “We know from some of our proprietary research, that as we enter into the holiday season, skincare is one of the categories that are at the top of their list,” Ulta Beauty’s chief merchandising officer, Monica Arnaudo, said regarding the Gen Alpha consumer.
Both Bubble and E.L.F. Beauty, two companies that have successfully courted younger consumers through TikTok, have stated that they anticipate significant sales from parents shopping for presents for their Gen Alpha children this holiday season. To make these products more attractive to children, they are franchising licensed skincare products that feature their favourite cartoon characters or superheroes, thereby spiking demand.
The convergence of modern culture and self-care presents a lucrative prospect for businesses looking to get into the Gen Alpha market. According to the multinational American investment bank, they aren’t yet tracking Gen A’s performance in sales for skin care, however, according to its most recent poll on teen spending, which had respondents an average of 15.7 years old, skin-care spending increased by 19% year over year this autumn to an average purchase of $122. It exceeded the multiyear average by 16%.
While action figures and Barbie dolls aren’t “yet” out of vogue, they are currently facing heavy competition from Gen A’s significant interest in skin care. They are the most affluent, the most globally connected, the most digitally linked, and, as we expect, the most formally educated generation, so they will have a significant impact on sales and revenue in years to come.
It’s a matter that should capture the attention of every brand out there.
And if they fail to, they may run the risk of becoming ‘insignificant’ in a retail world increasingly powered by the demands and preferences of Gen A consumers.