Teens are more influential than ever, but which beauty brands appeal to Gen Z?

Teens and tweens are one of the savviest groups of shoppers, as well as the most targeted

Scent Republik Scent Stiks

There is little doubt that the teen/tween demographic has higher purchasing power than ever before and the choice at their disposal has only grown.

This truly is the generation that Instagrams, Facebooks, Tweets and Snapchats everything, from the colour of their nail varnish to what piercing or tattoo they are about to have – something into which the beauty industry's visual appeal plays, and this group of consumers are targeted in a very subtle and nuanced way by big beauty brands, all hoping to win their pound early on.

For a teenager to want to buy a brand it has to be affordable, appealing and approachable, and one brand that appeals to this demographic is male skin care label Bulldog, which has always held sway with teen shoppers.

Simon Duffy, founder of Bulldog, says there may be a couple of reasons for this. "One of the great things about Bulldog is our broad appeal for males across all different ages.

I have always felt we have more personality than some other brands, but it would be remiss to speculate that this is the only reason young men would turn to us for their products," he tells Cosmetics Business.

Greasy skin is a common problem among teens, with many requiring oil control products, like those in the recent range from Bulldog

Environmental pull

"We have always been a brand that . . .

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