This text was updated on March 22 at 10:55 a.m. EST.
Gen Alpha is fueling sizable growth in skincare.
Despite only 26 percent of households counting a member of the cohort, tweens are driving 49 percent of mass skincare’s growth, in line with data from NIQ.
“We’ve traced [momentum] back to this general phenomenon of youngsters moving into the skincare category more quickly,” said Anna Mayo, vice chairman of NIQ’s beauty vertical, adding that cleansers, serums and masks are among the many products young consumers are mainly reaching for.
While average prices are up 8 percent in facial skincare in mass, inflation isn’t the one factor keeping sales afloat. “Beauty consumers are reallocating more of their dollars towards beauty at the...
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