Cosmetics consumers are getting younger, says Nielsen India

By

Isabelle Crossley

Published
Dec 21, 2017

The global cosmetics market is experiencing younger and younger adolescents buying an increased number of products, a trend is also reflected in India, according to Nielsen India.

Social media and its “selfie culture” are being cited as the main reasons why young teenagers are buying a wider array of makeup products year on year. Youths in India are proving to be no different and the global information and measurement company, Nielsen India Private Limited, has reported that urban female adolescents are purchasing more skin care and makeup products than ever before.

“Young females, especially in metros, have been using skin creams, face washes, makeup, foundation, colour cosmetics, highlights using hair colour even before attaining the age of 15-16,” remarked Rajesh Shirali, the Executive Director of Nielsen India. “In addition, they have been visiting parlours for treatments such as facials, hair-removal, and hair-colouring,” Shirali elaborated.  

It is believed that one reason for the surge in younger buyers is that teenagers are taking more selfies and wish to look their best in them. With increased documentation of everyday life comes the increased pressure to look perfect all of the time. “In an increasingly connected world, the need to look and feel good is becoming dominant than ever before at an early age,” said Sameer Satpathy, the Chief Executive (personal care products) at ITC Limited. “This is reflected in the fact that Engage, as a perfume brand, has received encouraging traction from the youth,” remarked Satpathy about one of the conglomerate’s subsidiaries. Deodorants and hair gels are also selling well with the younger market in India as young males too are becoming increasingly image conscious.

Increased ease of access to the internet and an increased number of Indian e-commerce sites that specialise in beauty such as Nykaa and Purplle have also increased the exposure of young teenagers to the wealth of beauty products on offer. The young adolescent section of the market in India is now becoming sizeable enough to really make brands take note and this trend is showing no signs of slowing down soon.