Recent trends show a notable increase in skincare sales among young consumers in the United States, with children as young as seven opting for high-end products designed for adult skin. According to investment bank Piper Sandler, teen spending on skincare surged by 19% last year compared to the previous year.
However, dermatologists caution against this growing trend, emphasizing that many skincare products contain ingredients unsuitable for young, developing skin. Dr. Elizabeth Houshmand, a board-certified dermatologist, recounted cases where children experienced adverse reactions to skincare products intended for adults, such as one nine-year-old who developed a rash from a cream containing glycolic acid.
Social media influencers, like Adrea Garza, acknowledge the trend but advocate for reframing it positively as an opportunity to teach self-care to young girls. Despite these perspectives, experts like Dr. Yasmine Kirkorian, chief of dermatology at Children’s National Hospital, stress that elaborate skincare routines are unnecessary for children.
Popular brands, including Drunk Elephant, have faced scrutiny for their appeal to younger demographics, prompting discussions among legislators like Alex Lee of the California State Assembly regarding age restrictions on certain skincare products. However, national regulations currently lack such restrictions, leaving the responsibility largely with consumers and their guardians.
Professor Sonya Grier from American University highlights the role of social media in influencing young consumers and calls for enhanced marketing literacy to empower children to make informed choices about skincare and other consumer products.
The global skincare market’s projected growth underscores the significance for brands to engage younger audiences early, potentially creating lifelong customers. As debates continue regarding the appropriate role of skincare in youth culture, stakeholders advocate for a balanced approach that prioritizes both health and consumer education.
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