“Sephora Kids” – a concept named after the globally famous Sephora brand, is actually a viral trend on TikTok. However, behind this term is the story of Gen Alpha’s premature beauty due to concerns and lack of confidence in appearance – a painful problem not only for parents but also receiving much attention from global cosmetic brands.
Alpha generation and the concept of “Sephora Kids”
The Alpha gene – the next generation of the Z gene, consisting of children born from 2010 to 2025. It is a large generation in the digital technology era, which is strongly influenced by social networks and the trends on it. One of the recent prominent trends is “Sephora Kids” – the term used by teen magazine Vogue to refer to children and young people who love shopping at famous cosmetic stores such as Sephora, and often often Xuyen shares videos about skincare process on social networks, like those who have the influence that the alpha gene monitors. This trend reflects the curiosity and hobby of imitating adults of this generation. In the past, children often show their creativity and learn through role-playing games such as playing dolls or as a doctor, now, exploring the beauty and skincare world becomes a physical way. I am new.
“Sephora Kids” is gradually becoming the trend of the Alpha gene when they love to be more beautiful than toys
However, the increase of “Sephora Kids” also sparked many concerns. Many experts believe that children are caught up in the beauty standards of adults too early, leading to negative effects both physically and mentally. With beauty products, no matter how popular, can still contain unsuitable ingredients that are harmful to the immature, sensitive skin of children. Tiktok – The place where the trend of trend and also spreading the trend of “Sephora Kids” has not only attracted the attention of parents, online community but also of brands in the industry. Beauty karma.
From the famous Hashtag on Tiktok to the actions of brands
L’Oreal reaffirmed the commitment to protect children through the campaign “Children should be children” – the scene from the trend of “Sephora Kids”
From the painful situation of the “Sephora Kids” trend, L’Oréal has confirmed the commitment to protect children through a marketing campaign for the Kiehl’s Brand, targeting young customers. The campaign is being deployed by the Group and brand on global official channels, strongly conveying the message that “children should live in their childhood”.
Sharing hands with Marcel Paris Advertising Company, L’Oréal Spain has posted a series of pictures of children playing naturally, thereby mentioning beauty products creatively and skillfully. Through these Creative images, L’Oréal Spain wishes to emphasize that the child’s childhood should be a time to have fun and explore, not to follow the beauty trends of adults.
Images of children with mud and mud when playing with “mask layer” they should be worn instead of cosmetics
The campaign not only spread widely on Kiehl’s Social Media channels, but also appeared on outdoor advertising, digital and printed newspapers. In particular, in many big cities, the image of the campaign is also shown on LED trucks moving through school areas and cosmetic stores, attracting attention from the community.
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L’Oréal has affirmed the concept of “Kids Should Be Kids” through a series of commitments
In addition to raising awareness, L’Oréal also shows social responsibility by specific actions. On its website, the brand has affirmed the concept of “Kids Should be Kids” through the commitments: not marketing beauty products to children under 16, unless it is a product that meets needs. Medical like eczema or acne. At the same time, according to the “responsible advertising and marketing policy” of the brand “, L’Oréal pledged not to cooperate with people who have influenced under the legal age to sign advertising contracts. Brand representative said: “The only products we provide to children are suitable for age, safety for the whole family and are designed to meet the special needs of young children. At the same time, we make sure all children’s products have a formula suitable for children’s sensitive skin ”.
“Children should be children” not only a simple marketing strategy, but also a strong declaration of L’Oréal about social responsibility. Through this, the cosmetic group called on the community to protect childhood for the younger generation, and set new standards in advertising and marketing – ethical and responsible places to the community.
Dove launched a global campaign #ThefaceOF10: Running childhood with joy, not anti-ageing cream
Dove continues to affirm the mission of spreading confidence with a new global campaign called #ThefaceOF10, in order to protect children under 17 years old from appearance and skin pressure when exposed too early with content Beautiful for adults. According to a survey from Dove, nearly 50% of girls aged 10-17 have begun to fear their appearance when they are old and one of the three children are expected to look for future plastic surgery. The unsuitable beauty trend makes many minors rush to use expensive anti -aging products – something that children should not do when they are too young.
#Thefaceof10 Protects girls under 17 years old from appearance pressure when exposed too early with beauty content for adults
To change this angle, Dove cooperated with Ogilvy UK to launch the campaign #ThefaceOF10. The main image (key visual) of the campaign is the girls decorating the face with a glitter, sticker and paint, strong conveying the message: “The face of a 10 -year -old child should be the drawing of the feeling Fun, not Retinol or anti -aging cream. ” The campaign appears outstanding through the outdoor digital advertising (Digital OOH) covering the United Kingdom, Europe and the United States, and spreads on social networks and Tiktok through cooperation with Influencers.
“The face of a 10 -year -old child should be a picture of joy, not Retinol’s, anti -aging cream.”
In particular, Dove also accompanies the actress Drew Barrymore, dermatologists and psychological experts in the program “The Gen A Anti -Aging Talk” on Tiktok – a place to share how to talk with children about pressure on pressure Appearance, attracting millions of views and interactions. Thereby, the brand has used the background of the “Sephora Kids” trend, becoming a place to spread positive messages to change the way children use beauty products and build confidence for children from deep from deep. inside.
It is known that #ThefaceOF10 is part of the Dove Self-WestEem Project project, starting in 2004, with the goal of improving the confidence for young people. Up to now, the project has approached more than 100 million teenagers, with the ambition to reach 250 million by 2030.
Perspective: What will the brand do to conquer the Alpha gene?
Alpha gene – children born and raised in digital era – are gradually shaping new concepts of beauty. Unlike previous generations, the Alpha gene has access to a variety of information and viewing angles very early – the element of forming open thinking and emphasizing the individuality of this generation. It can be seen that the Alpha genome is gradually redefining the beauty: not the perfect pattern, but the natural, honest and diverse.
The Alpha gene redefines the beauty: not perfection according to the pattern, but it is natural, true
To conquer the Alpha gene – a group of potential customers for the beauty industry in the near future, cosmetic brands need to promote the diversity and honor the natural beauty through their marketing campaigns. By encouraging them to confidently express themselves, these campaigns need to use diverse images, from skin color, face or body shape. Thereby, the brand can create empathy and encourage the younger generation to love themselves.
At the same time, the development of benign, pure and suitable products for age is an important factor for the beauty brand to create trust. Along with that, the brand should also prioritize the sustainable and transparent production process, meeting the increasing interest of the alpha gene for environmental and health issues. The combination of inspiration campaign and safe and benign products is the key for brands to conquer and accompany the Alpha genome in the journey to affirm their identity.
Conclusion
Unlike previous generations, the Alpha gene emphasizes the natural beauty, sustainability and cohesion to the community. This raises new requirements for cosmetic brands: not only creating quality and safe products, but also to convey human messages and build sincere relationships to the younger generation. In the journey to conquer the Alpha gene, brands cannot just stop at the trend, but need to really understand, listen and accompany this generation. The commitment of authenticity and sustainability will be the “key” to help the brand win the trust of this generation.
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