Piper Sandler has released the results of her 44th biannual Taking Stock with Teens survey, in which she surveyed ~14,500 teens in 47 states and asked them questions about beauty products.
According to the survey results, spending on beauty increased 20% year over year, totaling $264/year. By category, spending on color cosmetics was up 28%, totaling $96, while skin care had the highest priority of beauty spending at $103. Elf remains the favorite makeup brand of those surveyed, while CeraVe was the favorite skincare brand.
Spending on hair care totaled $91 during the period, and teen spending on hair care increased 11% year over year, a new record for the Piper Sandler survey. The top brand overall was SheaMoisture, which holds 10% of the opinion of the respondents.
Fragrance becomes a central part of the beauty routine
While fragrance remains the smallest portion of the beauty wallet ($66 annual spend), fragrance spending is on the rise. Piper Sandler found that 66% of teen girls wear a fragrance every day (39% of teen boys wear a fragrance every day), well above the 41% of teens who reported wearing makeup every day.
“This aligns with the broader view that in addition to the Lipstick Index, we are starting to see the Fragrance Index. In times of distress, people still prioritize the little luxuries and feel-good concept, which can come in the form of wearing a fragrance,” says Piper Sandler.
retail channels
Ulta remained the #1 preferred beauty destination at 42% and held the strongest membership loyalty. Meanwhile, Sephora is ranked No. 2 in the destination ranking with a 24% share, an increase of 300 bps year over year. At the same time, Amazon is gaining share, with beauty shopping destinations and loyalty memberships now just 3 points behind Ulta.
Favorite social media platforms
TikTok (38%) extended the lead over Snapchat (30%) as the favorite teen app, while Instagram (20%) followed again in third place. Instagram continues to lead the pack in monthly usage at 87%, followed by Snapchat and TikTok at 83%.
Piper Sandler also asked about the new social media app, BeReal, in this survey, with 34% of teens reporting monthly usage.
Related news
See the full ranking of Gen Z’s 10 favorite cosmetic brands.
Source: news.google.com