We have seen an increase in teenage girls using skincare prematurely using anti-ageing products and increasingly valuing beauty and looking young. Access to social media will be a big influence here. TikTok, in particular, has millions of videos dedicated to this topic and we are starting to see the younger generations of influencers coming through: it's now the children of the Kardashian family sharing skincare routines online. Kantar data tells us that teens are specifically using social media for skincare and makeup recommendations.
Another factor is the in-store experience. The ability to try samples, products that stand out on the shelf, and nice smells are big deciding factors for young people when choosing skincare. Brands such as Drunk Elephant and Sol de Janeiro are viral among this demographic at the minute.
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