This summer’s announcement that under-16s will soon be banned from some social media platforms and, more recently, that 16- and 17-year-olds will face a digital curfew, strikes me as a good and sensible decision. It also has unignorable benefits for beauty consumers who are old enough to vote, as opposed to those receiving pocket money – with whom brands are inexplicably obsessed.
A social media ban makes it harder – though not impossible – for the beauty industry to market aggressively and cynically at children, which might mean gimmicky, ineffectual kiddie makeup and skincare will stop occupying a disproportionate share of marketing spend and retail space. Will it be the end for “lip oils” in 36 shades of pink?
