Impelled in large part by TikTok to seek beauty products meant for adults, younger customers — teenagers and even preadolescents — are proving to be a mixed blessing for retailers like Sephora and Ulta.
Retail analysts say that as the beauty stores attract a new generation of shoppers, they will need to make sure that the experience remains fulfilling for their older, core customers — including some who may not enjoy stores full of tweens and teens.
“So much of luxury and prestige is the experience,” said Simeon Siegel, a retail analyst at BMO Capital Markets.
“Making an adult feel special is very different than making a college student feel special, which is dramatically different than making a tween feel special.
The survey found that teenage respondents spent 23 percent more on cosmetics, skin care and fragrance in 2023 than the year before.
Persons:
TikTok, ”, Simeon Siegel, Piper Sandler
Organizations:
Retail, BMO Capital Markets, Ulta
Locations:
United States