How Brands Should—and Shouldn’t—Communicate With Gen Alpha

In the Y2K era of ubiquitous Proactiv commercials, skin care routines served the apparent purpose of treating unwanted acne. But in a TikTok-powered world where consumer allegiance is fueled more by lighthearted show-and-tell than bona fide product utility, 9-year-olds are drenching their faces in anti-aging serum before displaying a single sign of puberty. 

Now, a new generation of Kardashian kids—Penelope Disick and North West, who have assumed trailblazing roles in this skin care-obsessed movement—have turned to TikTok to broadcast beauty regimens that emulate those of their Kardashian mothers (Kourtney and Kim, respectively).