Beauty Brands’ marketing tactics harm Gen X’s character

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From Fox News to The Daily Dot, publications and television news channels reported kids storming Sephoras, spending hundreds of dollars on skincare and disrespecting adults nationwide. Many Sephora workers have taken matters to social media platform TikTok to voice their concerns about the younger generations as well.

As a result, new conversations arose about whether children from ages 5 to 13 should be allowed to use Sephora products like popular skincare brands Drunk Elephant and Glow Recipe. Many have noticed that these brands contain retinol, a type of drug that stimulates the production of collagen, evens out hyperpigmentation and improves acne through increasing skin cell production. According to the Foundation for Ichthyosis and Related Skin Types (first), the use of such products can be toxic in high doses, resulting in significant effects on bone development. In addition, many are concerned that children are buying more opaque products like concealer and foundation because these products make children look more mature when applied.

Sephora workers are not only concerned with the products children are reaching for, but also the manner in which they address surrounding shoppers and staff. 

“This speaks for the manners or lack thereof of the younger generation,” podcast host Brett Cooper said in an episode of The Comment Section. “This calls for a broader conversation concerning young people and what we have taught them to value and the lack of spaces for these young people.”

Looking through the lens of social media, the reason there is such a big interest in beauty brands like Rare Beauty, Sol de Janeiro, Charlotte Tilbury, Milk Makeup and Glossier is because many influencers “hype” them up. This goes back to the times that beauty influencers started to record videos on platforms like Youtube reviewing makeup. With young kids being exposed to this type of marketing content, it is a matter of using the right marketing tactics to garner a significant profit. 

“This is the first generation that’s really grown up in this digital age where TikTok and Youtube have replaced linear TV. So they’re getting all this information because media agencies can target them easily,” board-certified dermatologist Dr. Marnie Nussbaum said in an interview with TODAY.     

Many are already noticing the negative consequences of the first generation to grow up in a digital environment. According to a global group advocating for a cleaner tomorrow, Iberdrola, Generation X, all those born from 2010 onwards, is hyper connected to online media and independent in making decisions and managing an online identity. This comes from having knowledge a click away. This generation, however, spends less time socializing, has reduced attention span, is less creative, and shows signs of lower happiness. Due to peers being so out of touch with each other,  kids today aren’t wisely guided to enjoy being kids. Instead, media pressures them to grow up too fast.

Due to misleading marketing tactics by big brands, many preteens are falling into obsessive beauty routines, caught up in the idea of beauty standards. ″[We] know from some of our proprietary research, as we enter into the holiday season, that skincare is one of the categories that is at the top of their list,” Ulta Beauty’s chief merchandising officer, Monica Arnaudo, said in an interview with the Consumer News and Business Channel (CNBC) regarding Gen X’s holiday wishlists. (Photo/Geniushair via Wikimedia Commons)

Alina, a rising sophomore at American Heritage, is looking forward to her first year on the Patriot Post. Apart from reporting, she’s very involved in the arts and can often be found creating a new painting in her free time. Alina enjoys ballroom dancing, music, fashion, literature, and mathematics as she is a part of the math competition team, the National English Honor Society, and the National Art Honor Society. Nevertheless, her recent discovery of her passion for journalism has inspired her to capture the rhythm of life at American Heritage this coming year.