Persuasive communication on TikTok: analysis of the “Sephora Kids” viral trend among Generation Alpha

Abstract

Purpose: The purpose of this study is to determine the scope of messages disseminated on TikTok about the trend known as Sephora Kids,’ a movement that encourages children to use adult cosmetics. This trend, present on various social networks, shows how young girls consume and promote cosmetic and personal care products that are not appropriate for their age. Methodology: The methodology used is inductive, materialised in a content analysis sheet. A total of 500 videos were analysed using this tool. Results: The results show that 63.8 % of prosumers are in favour of the trend and that 61.2 % use a humorous tone when discussing it. Critical content accounts for only 10.1 %, which shows a mostly positive perception and a lack of warning messages. TikTok is becoming a space for amplifying and normalising this practice among young audiences, driven by user-generated content and influencer marketing. Conclusions: The need to promote digital literacy to encourage more critical and responsible consumption among girls is highlighted. It is recommended that the sample be expanded to other platforms and that the perceptions of families and educators be considered to better understand its psychosocial effects.