The social media impact on young girls has vastly spiked consumerism at a concerning age. The pressure to own the latest viral product is instilled in these young girls and has made the beauty standard even more impossible to attain. It has been publicized that young girls ranging from toddlers to teens have been coming into stores like Sephora and Ulta Beauty and buying products marketed toward older women. The questions at hand are why are young girls becoming interested in these types of products and ransacking beauty stores and what are the societal implications it yields?
This is a particularly dangerous phenomenon because these young girls are continuously purchasing products containing Retinol in them. Retinol is meant to increase collagen production, which reduces wrinkles. This is particularly dangerous for young women because they already have the amount of collagen their bodies need, and when applying retinol, the excess collagen may tighten and harden their skin.
This issue gained most of its popularity on social media over winter break when several customers and workers of Sephora commented on the sudden increase in the attendance of young girls at the store. However, this has been a problem throughout the last few years with the escalation of their presence on social media apps as well.
A primary reason for why this is happening is due to the vicious cycle of exploitation in consumerism. The increase in viral makeup products has affected businesses and the spike in sales is primarily related to the products featured on TikTok and Instagram used by influencers. The generations using these platforms are getting younger and younger, which proposes a unique relationship between child, parent, and business. The businesses are being encouraged to market their products on TikTok to reach the younger audiences, knowing that the kids will come into the store with their parents’ credit cards to buy out their stock of products not intended for them.
There is a difference between marketing and marketing toward an underdeveloped and naive generation that is easily exploited. This practice is undoubtedly corrupted, and one large factor for this recent behavior at makeup stores. The Sephora topanga manager, who identified themself as Mars, lists this as a problem as well.
“I think social media does play a part in the [increase of sales]. A lot of us use TikTok and things are very easily readily available and accessible to see there, and that has definitely brought in a lot of the younger clients,” said Mars.
The presence of young girls in Sephora poses somewhat of an issue for the community and future generations of girls. However, this does not mean that girls are not welcome in Sephora, the temperament around it just needs to change. Mars talked about the many alternatives that are less expensive and less dangerous for young girls.
“I highly recommend clean moisturizers, cleansers, sunscreens, lip balms, body care as well,” said Mars. “We carry The Necessary. They’re a brand that’s great for body lotions and shower gels, Summer Friday’s brand has great all-around fan favorite lip balms.”
Another reason why girls are spending more time in beauty stores such as Sephora and Ulta Beauty may be that there are not many tween-girl-friendly places to visit. That age has outgrown going to local parks and has entered an age of hanging out with friends to go to the mall.
The internet encourages young girls to experiment with new beauty products and mature clothing, potentially leading them to feel that they need to grow up faster. Over the years there has been an increase in younger girls looking and dressing increasingly more mature, which could be due to social media and online influencer marketing.
Through the use of filters as well as influencers and celebrities with plastic surgery, young girls look at themselves and feel unsure as to why they do not look the same. Some turn to makeup, craving the newest viral Sephora product, shape-shifting themselves to appear as the twenty-five-year-old women they follow on social media.
It is also important to recognize the phenomenon that most women are aware of: younger girls admire older girls. This desire to grow older and be like the women they admire is incredibly common and understandable. Makeup is a strong bonding experience, a form of art and a traditional way for people to express themselves. It is a beautiful thing for older girls to teach younger ones how to use makeup, however, this then bleeds into girls showing up to Sephora and getting the latest makeup product that they probably do not need just yet. Girls are growing up faster due to this reality, and it can be dangerous if taken too far. In the skincare department, a lot of these products are for mature skin, and they could do more harm than good if applied to the delicate skin of a young girl.
The societal implications of young girls in groups entering the world of Sephora are complicated. One thing to consider is that not only are these young girls, to a degree, barren of the skills needed to conduct themselves in an adult setting. In the wake of the COVID-19 pandemic, they have been deprived of important experiences and lessons out in the real world, which as a result, has stunted their maturity. There are tons of horror stories from workers and innocent bystanders in Sephora of girls demanding a product, sometimes without a please or a thank you. Or worse, full-on harassing the worker.
Another societal implication of girls in Sephora also expands to their behavior outside of the store. Undoubtedly, girls are showing off what they buy at Sephora to their other friends, possibly creating a rift of jealousy within the friend group, especially from the girls who cannot afford to spend that kind of money. While competition between women can be found almost anywhere, this highlighted value of owning products specifically from beauty stores just adds fuel to the fire.
Looking back to Christmas again, there was also a huge Stanley Cup phase with women of all age groups rushing to Target to get their beloved cups. It became questionable when young girls were parading around malls with the 10-year-old girl starter pack outfit; Stanley cups, lululemon fanny packs and Brandy Melville from head-to-toe.
While it is understandable that tween girls want to hang out with friends at a mall and experience some level of independence, it is important to monitor the products they are purchasing, given that there are endless alternatives that are much less expensive than the retinol products and can be more enjoyable for their age group.
