Generation Alpha are children of millennials who were born between 2010 and 2024 and are soon to be the largest age group globally. During these coming of age years, Gen Alpha are discovering their personal identities and independence and unlike previous generations, Gen A are born at a time when what appears on the internet or social media, is probably, they think, the truth.
On the various social media channels, young teens and tweens are using skincare products with ingredients that are not appropriate for their age, such as Retinol, AHAs (Alpha Hydroxy Acids such as Glycolic Acid) and Vitamin C. While Vitamin C, as an ingredient may sound harmless, it is still an acid and not appropriate for Gen A skin. Vitamin C most know, helps to brighten skin though very few are aware of its other actions, such as exfoliating and improving wrinkles which for them is not a need.
Many parents are rightfully concerned about some of the ingredients (not to mention, cost) of skin care products young people may be using. That said, there is a need for further education around what is and isn’t appropriate for the skin of Gen A. Not to mention, over-cooking their looks; rather, over-cooking the image that Gen A may wish to portray.
Mental health experts have also raised concerns about the potential longer-term dangers of young girls focusing too much on physical appearance at such a young age. If, down to social media, there is a situation where "Sephora Kids" are taught how to wear makeup, to look a certain way like everyone else looks, then they are probably focusing on the wrong things. When that becomes almost an obsession and they're being bombarded by these messages, it may not be (probably won't be) healthy.
There are those skincare firms that are taking a responsible attitude to selling to Gen A, such as Drunk Elephant but there are also many who must be finding it very difficult to tread a line between achieving a great bottom line and not promoting their products to a market of what could be 2 billion souls, where their product is not at all the best for very young skin.
Apart from cleansing, (and by that I mean washing the face and body ) young skin should not really need any form of additional help, allowing the natural beauty to shine though. Indeed, I would state quite clearly that pretty much any product on my website under the "Advanced Skincare" section is not for Gen A.
I would like to end by quoting the following from an article in Clarkston Insights which is quite something!
"Clearly, technology and digital media are tremendously important for reaching Generation Alpha. Marketing channels like YouTube, Instagram, Snapchat, and TikTok provide pipelines straight into the hands of kids who already influence $500 billion in annual spending. Since much of Gen Alpha does not yet have discretionary income, these advertisements should also appeal to the actual “purchaser”– namely parents or grandparents."
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