Facial Oil and Heritage Store Rosewater & Glycerin Hydrating Facial Mist among others products.
This is the youngest age category the NPD has research on, but dermatologists, retailers and brands report that increasingly, Alphas are also getting in on the action. As this trend plays out, retailers are increasing their offering for a younger audience, and a crop of specialist brands are popping up to cater for this generations’ skin care needs, many which go beyond the acne-oriented offerings that are standard fare for tweens and teens. More established brands are opening themselves up to a new demographic, too.
“I read a headline that SPF is cool with the younger generation and we are certainly seeing that with the demographics and some of our our key sun care brands like Super Goop and Vacation,” Coy added. “We were really founded on the premise around acne specifically and that 95 percent of people experience this at some point in their lives and it’s always been this kind of troubling moment for youth specifically,” said Kara Brothers, president and general manager of Starface. “We wanted to turn that entirely on its head and turn this moment of having acne or a pimple into a moment of optimism and even self expression at any age.
Julie Bowen of “Modern Family” fame is another actress getting into the sector, recently launching JB Skrub, a skin care brand for boys and those who identify with boyhood, with executive Jill Biren.: a body wash and body spray for $20 each, a $16 face wash, $18 face lotion and $20 toner pads. Self-funded, they project seven-figure sales in their first year.