Issue link: https://www.ascpskindeepdigital.com/i/1523489
68 ASCP Skin Deep Summer 2024 C A R I N G F O R G E N A LP HA AND GE N Z CL I E NTS From A to Z I f you're anything like I am, 1980 feels like it was just 10 years ago. Growing up in the Soviet Union in the '90s, I had a happy, device- free childhood filled with friends, outdoor activities, crafts, and books. After my family moved to Los Angeles, my mom bought me my first computer in 1996. It was a big, gray PC with dial-up internet and AOL Instant Messenger. I remember how I rushed home from school to check if any of my friends were online. So much has changed since those years; people born between 1997 and 2012 are the first to have not experienced life before the internet. In fact, they gained widespread access to portable digital technology at a young age. In 2024, the oldest members of Generation Z (Gen Z) will turn 27, and they are well-informed about the latest trends in beauty. Moreover, they are already familiar with cosmetic procedures such as facial fillers, neurotoxins (like Botox), and plastic surgery. This generation also by Dasha Saian Marchese encompasses older teens who often spend time on social media. With thousands of YouTubers, Instagram influencers, and TikTokers peddling beauty advice on their platforms, it's easy to see how 12-step skin care routines have become the norm for this generation. Generation Alpha (Gen Alpha), which includes people younger than 14, follows Gen Z. Gen Alpha spends more money on skin care products than the average American buyer. Households with teens spent an average of $151 on skin care products in the past year compared to an average of $129 the year before, reflecting a $22 spending increase. Meanwhile, the average US consumer spent an average of $141 on skin care compared to $129 the year prior, only a $12 spending increase. 1