Sephora

Hi! as someone who is in their late teens (almost 18) here’s my perspective: Recently the beauty market has been trying to market all sorts of “innovative” and “clean” products. These sorts of “new” things catch the eye of a younger consumer especially with bright colors (glow recipe, super goop, bubble, kosas and milk’s new launches all come to mind) where as brands like lancome their target audience is slightly older and already nows what they want, so they aren’t focused on finding their audience. Social media is the huge thing. during covid a lot of kids were basically handed an ipad with tiktok and/or instagram installed. so influencers even if their target wasn’t 7-13 (i know large range but still) years olds that’s what their audience became. So in the kids head they’re thinking “me and my friends favorite influencer loves drunk elephant we need it” and the parents are like “well if little suzys friend has it… “ The market for teens before 2010 wasn’t focused on social media trends because that wasn’t a thing the way it is now. I feel 2 huge pivot points are 2016 youtube and 2020 tiktok. this allows extremely rapid change and “need” for trending and “innovative” launches that will go viral basically. so in 2022-23 it was lip oils in 2024 cream blushes, and “clean” and it’s so rapid the launches and the fight to remain relevant or in the viral videos. i hope this makes sense! feel free to ask for clarification or ask for more details!