It's no secret that big beauty brands are struggling, and although one might think it could have something to do with general product fatigue, a widespread consumer shift toward sustainability, or general broke-ness, one report says the VSCO girls are to blame. For those living a relatively offline life, VSCO girls are pretty much the 2019 equivalent of the #basic UGG-wearing teens of the early aughts, with a lot more clout and media attention.
Some teens aren't wearing makeup at all, says the survey, with 20 percent of upper-income teens indicating that they forgo it altogether. In addition to preferring skin care, the study found that cosmetics spending is down overall. Makeup purchases were down the most , followed by skin care , and fragrance .
Ingredients matter too, BOF says, as does sustainability. Half of the respondents reportedly pay attention to ingredients, while two-thirds said they would spend more on"clean/natural" formulations. Although the survey didn't ask about beauty packaging specifically, teens had something to say about plastic and the environment.
In conclusion, if beauty brands want to woo the teens, they're going to have to speak their language — or maybe court a new consumer base altogether.
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