At 3 p.m., last Saturday, in the Sephora store on rue de Rivoli (Paris 1st), during the sales, that is to say at their peak, Alice took her courage in both hands and accompanied her daughter Zoé, 14 years, buy a “
transfer-free, non-smudge
” lip contour pencil
.
“
The biggest old move of my life
,” laughs the forty-year-old.
And surely that of the other mothers in this overheated basement.
Friends' activities have changed a lot...
" From the entrance to the stands, where the makeup artists perform blender strokes and eyeliner strokes, the clientele has become younger!
It feels like a candy store - the peach and vanilla notes of the creams and lotions have nothing to do with it.
Also read: Juliette Lévy (Oh My Cream!): “No cream has ever erased a wrinkle”
“
Most of these girls are between 12 and 15 years old and come in groups after school or on Wednesday afternoons to try out the new things.
They are also super informed
, testifies a saleswoman familiar with this prepubescent clientele.
They rush towards us with a product reference that they have memorized.
» And seen on TikTok.
I dream of buying a Selena Gomez brand product, but it's out of budget.
So I come here to try them
Linda, 13 years old
There are no crowds at the checkout.
However, there are a horde of them on the shelves testing the “Fat water toning” serums from Fenty Skin, Rihanna's brand, applying the radiance drops from Drunk Elephant, or even spraying themselves with the hair scrubbing spray. from the trendy Californian label, Olaplex.
Their gestures are sure, they are experts and, if in doubt, they come and ask the specialists, who watch them from the corner of their eyes, on which areas to apply the highlighter.
“
Where the light catches
,” recites Lina, 13, with an Etam bag in her left hand, her phone in her right hand.
It should be applied to the rounded parts, the top of the nose, the cheekbones and above the lips.
» The young girl, with natural makeup, just glittery eyelids, perfectly brushed eyebrows, defines herself as a “beauty addict”.
Today, she has set her sights on a foaming disposable mask and a concealer for 5 euros, which is not yet of any use to her, “
but which is part of the beauty routine of many influencers that I like.
I dream of buying one from Rare Beauty, Selena Gomez's brand, but at 29 euros, it's out of budget, like the rest of her products.
So I come here to try them
.”
Although these young French women love make-up and hair care, they are not yet at the stage of their American counterparts, who buy very active formulas aimed more at adults.
What the Americans Maria Ciuffo and Francesca Mariano of the successful podcast “Chick in the Office” recently deplored: “
Sephora culture is something
!
The last time, when passing a store, a crowd of 11-14 year olds were running in all directions and throwing products into their baskets.
Why would a 10 year old child need niacinamide or vitamin C?
Did she really say to herself, in the morning, while looking at herself in front of the mirror, “I need a new eye contour!”
?
(…) We are not scientists, but all these molecules will end up damaging their skin.
These kids are on slippery slope.
Instead of going to buy a cool electronic toy, like our Tamagotchi, or a diary that locks, they go to Sephora!
»