In addition to concerns about the risks and implications for young users$-$including that they are being overly sensitized to worry about their looks and that they might cause real damage to their skin by using harsh products on it$-$other issues arise with regard to their behaviors while in stores. The thousands of TikTok videos with the #sephorakid hashtag mostly represent complaints about the inconsiderate, entitled, and downright rude behaviors displayed by the preteen shoppers. Employees tell stories of being treated rudely when they tell girls that they are out of stock of new product releases by popular brands such as Drunk Elephant. They also post videos displaying the mess left behind by the children, with spilled serums, ruined lip glosses, and carved up eyeshadow samples. In $$ddition$,$ regular shoppers express their near shock at being "bullied" by kids in the store who try to cut the checkout line, comment on their looks or age, or snatch desired products out of their hands.

Such anecdotes suggest a deeply unpleasant shopping experience for many consumers and retail employees. But other evidence indicates that there is little chance that the retail stores will seek to put a stop to the preteens' behaviors: Recent market analyses predict that the baby and child skincare market will grow at a nearly $8$ percent annual rate, to reach an estimated $$380$ million in market value.

Discussion Questions

How would you explain the growing use of skincare products, designed for older age segments, among young consumers? What do you think is the most influential driver of this consumption behavior?

What should retailers do in response to such developments, if anything? Should their goal be to sell to new customer segments, protect the enjoyable shopping experience of existing customers, or something else?