A influência do Tiktok no consumo de skincare pelas raparigas da Geração Alpha (10-12 anos)

Abstract

TikTok has emerged as one of the most influential platforms among young people, including those below the age allowed to use it. Its unique features, such as fast and highly personalized content, thanks to the sophisticated algorithm it employs, make it addictive and popular among the youth. Generation Alpha, composed of individuals born after 2010, is described as global, digital, social, mobile, and visual, traits that make this generation passionate about TikTok. Additionally, many young people admit that social media encourages them to discover new brands and products. In turn, the skincare segment has attracted an increasingly younger audience, with TikTok playing a crucial role in popularizing skincare routines and products that often go viral. This study aims to understand how TikTok influences the consumption of skincare products by Generation Alpha, focusing on girls between 10 and 12 years old. It is an exploratory research that employed a qualitative method. In the first phase, interviews were conducted with seven experts in fields related to the topic to gain valuable insights and create a more precise and in-depth guide for interviews with the young participants. In the second phase, 20 interviews were conducted with Generation Alpha girls (10-12 years old) to understand their relationship with TikTok and their skincare routines. The results showed a significant interest in skincare among the girls, who use products like sunscreen, cleansing gels, creams, and serums. The interviewees are aware of trends and viral products on TikTok. Although not all of them use skincare products, they all watch videos on the topic on TikTok, increasing their awareness and interest. Despite most content being created by older girls and aimed at adult skin, the interviewees use products more suitable for their age group, such as moisturizers and sunscreens. In conclusion, TikTok exerts considerable influence on various aspects, such as brand and product awareness and purchase decisions among young girls. The implications of the findings suggest that TikTok is a powerful channel for promoting skincare products to Generation Alpha, which may impact marketing strategies and the development of products suited to this age group.

Date of Award	15 Jan 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)