The Beauty Industry Grapples with Younger Customers Influenced by TikTok
The beauty industry is experiencing a significant shift as younger customers, influenced by TikTok, are flocking to retailers like Sephora and Ulta in search of high-end beauty products meant for adults. This trend, driven by social media and peer influence, is proving to be a mixed blessing for these retailers.
According to retail analysts, as Sephora and Ulta attract a new generation of shoppers, they must ensure that the experience remains fulfilling for their older, core customers. The challenge lies in catering to the diverse needs and preferences of customers across different age groups.
Teenagers in the United States have declared Sephora as their favorite beauty retailer, surpassing Ulta, as per a recent survey. The survey also revealed that teenage respondents spent significantly more on cosmetics, skin care, and fragrance in 2023 compared to the previous year.
While teens and tweens have always shown interest in skincare and makeup, the recent shift towards high-end products showcased on TikTok is leading to younger customers wanting to invest in expensive beauty items. However, some dermatologists caution against using too many products at a young age, as sensitive skin may react adversely to certain ingredients.
Reports of middle school-aged shoppers purchasing pricey serums and moisturizers have been circulating on social media, raising concerns about the necessity and suitability of these products for young customers. Retailers like Sephora and Ulta are responding by providing educational guidance and expert recommendations to help young shoppers make informed decisions.
Artemis Patrick, the incoming chief executive of Sephora North America, acknowledges the opportunity and challenge presented by younger customers. She emphasizes the importance of educating the future consumer on skincare and beauty products that are suitable for their age and skin type.
Despite the influx of younger shoppers, Sephora has maintained strong growth in its e-commerce business and retail stores, attributing the increase in traffic to TikTok and effective advertising strategies. The beauty retailer has also expanded its presence in suburban areas through partnerships with department-store chains like Kohl’s.
As the beauty industry navigates the evolving preferences of Generation Z, it is clear that the fascination with beauty products among younger consumers is not a new phenomenon. Whether it’s a teenager exploring high-end skincare or a preadolescent experimenting with makeup, the industry must adapt to meet the changing demands of its diverse customer base.
In conclusion, the beauty industry is witnessing a transformation driven by younger customers influenced by social media platforms like TikTok. Retailers like Sephora and Ulta are embracing this shift while ensuring that they cater to the needs of all their customers, regardless of age. The challenge lies in striking a balance between attracting new, younger shoppers and retaining their loyal, older clientele.
