This weekend, while walking through the mall looking at all the families doing their back-to-school shopping, we passed by a big chain make-up store and noticed it was filled with pre-teen and younger teen girls—absolutely packed. What caught our attention was how many of them were pointing at their cellphones and then at products in the store, and here’s why.
By the time they reach preteen years, many young girls are being targeted on social media platforms such as TikTok and YouTube, where influencers (1) promote products aimed at achieving a flawless, glowing complexion. This exposure often leads these young viewers to adopt extensive skincare routines, using products like, make-up, facial cleansers, masks, and moisturizers that are often too harsh for their sensitive skin.
The beauty industry has increasingly targeted this young demographic (2), leveraging social media and their algorythms to create trends and push high-end skincare products. Viral hashtags like #SephoraKids capture the attention of preteens, who then flock to beauty stores in search of the latest must-have items. However, according to a great article in American Press that every parent, caregiver, and teen should read (3), the use of adult-strength skincare products by youth can cause severe reactions, including rashes, chemical burns, and other allergic responses.
Experts warn that these products, designed for older consumers, can damage the delicate skin of young users, potentially leading to premature aging, destruction of the skin barrier, and even permanent scarring. Despite these risks, the beauty industry continues to market aggressively to this age group, often without providing clear warnings about the potential harm.
Beyond the physical effects, there is growing concern about the mental health impact of this trend. A fixation on appearance, fueled by social media, can negatively affect self-esteem, body image, and contribute to anxiety, depression, and eating disorders, especially with youth. (4) The beauty industry’s messaging, often conveyed through influencers, sends the troubling message that young girls need to start perfecting their appearance at an early age, reinforcing the idea that they are not okay as they are. However, we are also seeing the beauty industry targeting teen boys as well (5)
The industry’s influence is evident in the growing sales figures, with children under 14 driving a significant portion of skincare purchases. In the US alone, 8–12-year-olds are spending an estimated $30 Billion (yes, that’s billion with a B) of their own money and $150 million of their parents’ money in a year on cosmetic and beauty products a year. (6) Yet, there is little regulation to protect these young consumers from potentially harmful products here in Canada or the United States.
The unchecked targeting of preteen girls and boys by the beauty industry through social media platforms like TikTok and YouTube should raise significant concerns to parents and caregivers. While the pursuit of beauty is not new, the scale and intensity of this trend have grown, exposing youth to products that can sometimes harm both their physical health and mental well-being.
Digital Food For Thought
The White Hatter
Facts NOT Fear, Facts Not Feelings, Enlighten Not Frighten, Know Tech Not No Tech
References:
1/ https://thewhitehatter.ca/blog/how-brands-and-online-marketers-are-targeting-youth-online/
2/ https://thewhitehatter.ca/social-comparison-and-body-image/
