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Generation "Alpha": a target that can be influenced

Pre-teens - the "Gen Alpha" born from 2010 onwards - represent a new audience for skincare brands. Research company Kantar highlights the growing impact of these new consumers on the beauty industry. A phenomenon that is sparking lively debate, particularly in the media and online. 

New routines

According to Kantar, pre-teens are incorporating more and more ancillary products into their routine, with a notable increase in the use of night creams (+ 22 %), face serums (+ 125 %), and products targeting specific problems (+ 34 %), as well as products for wrinkles (+ 9 %), and solutions for tired or dull skin (+ 10 %). Face wash (+ 9 %) and moisturizing face cream (+ 5 %) for girls aged 11 to 16 are also up on last year.

Sun protection products are also on the increase, with 26 % growth in use.

The study also reveals a strong interest among young consumers in recommendations from social media influencers when choosing moisturizers, with an increase of 17 % in this area.

"These data underline the importance for beauty companies to respond responsibly to the needs of this emerging generation by not pushing them to consume. It will be their duty to accompany and educate them in the face of the misuse and unbridled consumption of this impressionable target".analyses Kantar.

Kantar study methodology: WorldPanel Usage, December 2023 and 2024 / Targets: Women aged 11-16 / Countries: GB, ES, FR, DE, BR, US.

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