The skincare industry is adapting to reach Gen Alpha, who are now facing issues like acne during their tween and teen years. Unlike previous generations that relied on traditional media, brands are employing digital strategies tailored for this cohort. Galderma, maker of well-known acne treatments, has introduced its offerings on Roblox, a platform frequented by millions of young users. This shift highlights the importance of understanding where the target demographic spends their time, as they are mostly engaged in gaming and social media.
'Acne impacts 85% of people between the ages of 12 and 24. Where are tweens and younger GenZers spending most of their time? The answer is gaming.'
'The when, the where and the why of [our] effort is very rooted in data,' says Tara Loftis, global president of dermatological skincare at Galderma.
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