Older boys are becoming more aware and invested in their personal care needs thanks in large part to social media influencers. But until recently, there’s been a glaring shortage of products targeting their skincare needs.
Check the aisles at Walmart, Target or your neighborhood drug store and you’ll find them chock full of scented, lathering, moisturizing, bubbling – even glittering – face and body cleansers for kids and adults. But, until recently, there’s been a glaring shortage of products targeting the skin-care needs of one key demographic – tween boys. “It’s a huge white space in the market,” said Carson Kitzmiller, senior beauty and personal care analyst with market research firm Mintel.
“Social media has its pitfalls [but] it has also brought skin care to the mainstream conversation across gender and age,” said Dr. Deanne Mraz Robinson, assistant clinical professor of dermatology at Yale New Haven Hospital. “For better or worse it’s also brought our outward appearance to larger audiences than ever before, something that in my opinion has everyone, including teen and tween boys, becoming more aware and caring more how their skin looks,” she said.
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