“In this uncertain world, it is passion and emotion that will guide the action of 15-20 year olds. They are experimenting with different versions of themselves to embrace all the possibilities of tomorrow, ”
warns Laurie Deyirmendjian, general manager of the NYX Professional Makeup brand.
An asset for brands that are constantly seeking to win them over with limited editions and new products.
But that can also turn out to be a double-edged sword.
Read also: How to react when your teenager wants to put on makeup?
"This desire to discover new products, to be constantly surprised, makes teenagers consumers who are not very loyal, except perhaps in perfume"
, recalls Audrey Roulin, beauty director within the firm of trends. Nelly Rodi.
Indeed, this generation fed on social networks and Google saw itself offered at a very young age a range of brands going beyond the mere proposals of businesses near their place of residence, and dictates the credos of tomorrow's beauty.
Teenagers, "slashers" to their fingertips
Anna is 16 years old and lives
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