Janice R. Andrews
Date: 27 May 2024
The emergence of “Sephora tweens,” middle school girls who frequent upscale cosmetic stores like Sephora to buy high-end products from brands like Drunk Elephant, Charlotte Tilbury, and Glow Recipe, is causing quite a stir in the beauty industry right now. Due to this rise, these younger customers are clearing out shelves and infuriating twentysomething influencers who vent on social media.
This issue invites a more in-depth discussion regarding the changing nature of beauty standards and the generational impact of social media. Today’s tweens are greatly impacted by TikTok and Instagram, two platforms that promote an ideal of “natural beauty” achieved through pricey skincare and makeup, much like Millennials were inspired by their YouTube beauty videos.
Today’s tweens, driven by a continual supply of brief, digestible content, aspire for a polished, effortless style, in contrast to the more artistic and occasionally experimental beauty of past generations. Their social growth and purchasing habits are being profoundly influenced by this blurring of the lines between online and offline settings.
In addition, parents’ roles are crucial in this epidemic, especially for Millennial parents who are recognized for having more lax parenting methods. These parents, who may not be aware of the possible long-term impact these upscale skincare components may have on developing skin, frequently give in to their kids’ demands for trendy goods.
“Sephora tweens” are common, which begs several issues regarding changing consumer behavior, the influence of algorithms on consumer want, and the roles that parents and social media companies play in mentoring their children. The delicate balance between healthy development and consumerism persists as these tweens navigate a world where digital influence is pervasive.
This expanding tendency is a reflection of larger shifts in society, highlighting the need for a better understanding of how young are affected by the digital era and the significance of providing them with responsible guidance.
