46 TEEN SKIN CARE ANATOMY OF THE SKIN LAYERS


Source: Freepik Figure 2: Anatomy of the skin layers


Connected: The Rise of the AI Generation, found that in 2023, children worldwide spent an average of 112 minutes per day on TikTok, making it the most popular social media platform among children aged four to 18. In the United States and the UK, users


spent an average of 120 and 127 minutes per day respectively on TikTok.10


A recent Adobe


study further revealed that 64% of Gen Z have turned to TikTok as a search tool for information, answers to questions, recipes, and more. Among the 808 consumers surveyed, nearly one in ten of the Gen Z respondents indicated a preference for using TikTok over Google for searches.11


Risks of a digital world While there are clear benefits to global connectivity, the increase in digital use poses risks to young people’s wellbeing. In recent years, the impact of social media on self- esteem and self-image has garnered increased attention. Social media often presents an idyllic snapshot of someone’s lifestyle, with photos edited to portray a ‘faultless’ image, which can negatively impact young users of social media. In 2022, research conducted by the


McKinsey Health Institute found that Gen Z consistently reported poorer mental health than other generations, a significant cause for concern. In the UK, 35% of Gen Z respondents rated their mental health as poor or very poor, compared to the global average of 18%.12 These findings highlight the unique


challenges faced by younger generations, suggesting the need for targeted interventions to support their mental and social wellbeing. However, McKinsey remarks against assuming direct causation, stating: “correlation is not causation, and our data indicates that the relationship between social media use and mental health is complex.”12 Trends like ‘looksmaxxing’, which has rapidly


grown on TikTok, is a prime example of the potential dangers of online beauty advice. ‘Looksmaxxing’ is a craze that targets young


PERSONAL CARE March 2025


boys, sharing harmful tips and potentially unsafe appearance-altering methods for enhancing looks.13 Therefore, the role of digital literacy in


mitigating these negative effects should not be overlooked. The interplay between social media exposure, body image concerns, and consumer behaviour highlights the need for targeted interventions that promote media literacy and positive self-perception among young users. Mintel found that 69% of UK parents say digital literacy is as important as core subjects.4


It


also raises the question of the need to limit social media usage of children, tweens, and teens. In 2024, it was reported that UK Secretary of State for Science, Innovation and Technology Peter Kyle told the BBC that a possible ban on social media is “on the table”, for under-16s in the UK.14 In November 2024, Australia passed


legislation setting the minimum age for social media users at 16, with the law scheduled to take effect by late 2025. The law places responsibility on certain social media platforms to implement effective measures to prevent users under 16 from creating accounts, and failure to comply will result in fines. Platforms focused on health or education services are not subject to these restrictions.15


Although


Kyle mentioned last year that such an idea was under consideration, he has since distanced himself from fully adopting the policy, instead stating that the UK will take lessons from Australia's experience.16 Other efforts in this space include


HealthCare Professionals for Safer Screens, a group of health professionals who firmly believe that smartphones and screens are detrimental to social and health outcomes.17 This underscores the need for responsible


marketing and the importance of promoting healthy, realistic beauty standards. One problem faced is that many Gen Alpha favourite beauty brands are also adult favourites, especially as social media crazes like the one known as ‘Sephora Kids’ are influencing children


as young as eight years old to use anti-ageing products meant for mature skin.18


In response,


the British Association for Dermatologists warned that using adult skin care products on children could lead to skin problems. The onset of puberty brings substantial


changes to teenage skin, and beauty brands are adapting their products and messaging accordingly. There is a growing emphasis on educating young consumers about skin health rather than just selling products, championed by parents, dermatologists, skin care brands, health organisations, and some social media influencers. To connect with tweens and teens, the


industry must effectively guide them towards age-appropriate products and educate them on what is suitable for their skin. To achieve this the industry should focus on strategies that involve multiple stakeholders. Some brands have already launched effective campaigns that are targeted towards tweens and teens to not use anti-ageing products on their young skin. The next step is to also educate the parents, ensuring they understand the importance of age-appropriate products, empowering them to guide their children toward more suitable options. These educational campaigns ought to involve dermatologists and health organisations to ensure credible information is shared. Additionally, brands could foster peer-led


programs that allow their young customers a voice to further influence new product development. By incorporating educational campaigns, targeted branding, and peer-driven strategies, the beauty industry can create a safe-space for Gen Z and Alpha consumers.


Skin health


The skin acts as an essential barrier protecting against environmental influences. Its structural characteristics change notably with age, with particularly striking differences observed between the skin of teenagers and adults.19


impacts the skin’s functionality and response to various external stimuli. Younger children


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