Capturing the attention of the
multitasking and often distracted teen and tween audience creates challenges
for marketers. Ultimately, capitalizing on teens’ and tweens’ proclivity for
sharing information while ‘influencing the influencer’ will be a winning
strategy for beauty and personal care brands.
To
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TABLE OF CONTENT
Scope and Themes
What you need to know
Definition
Data sources
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Market factors
Growth among kids, Hispanic
population should benefit teen and tween market
Figure 1: U.S. population, by age,
2013 and 2018
Figure 2: Presence and age of
children in household, by Hispanic origin, 2011
Earlier onset of puberty
Figure 3: Tween personal care
product use, by gender, October 2011-November 2012
Cell phone ownership impacts product
usage
Figure 4: Teen cell/wireless phone
ownership, by age and gender, October 2010-November 2011
The consumer
Use of nail products is nearly
universal among teen and tween girls
Figure 5: Any and regular use of
beauty and personal care products, among girls, June 2013
Facial cleansers, body spray are
most used items among teen and tween boys
Figure 6: Any and regular use of
personal care products, among boys, June 2013
Teens and tweens rely on friends for
product and trend information
Figure 7: Trend information sources,
June 2013
Boosting confidence, functionality
drive product usage among teens and tweens
Figure 8: Reasons for product usage,
June 2013
What we think
Issues and Insights
How can marketers capture the
attention of the distracted teen and tween audience?
Issues
Implications: Leverage the power of
information sharing, creative product placement in advertising
How are social media and technology
impacting how teens and tweens engage with the category?
Issues
Implications: Convert online
browsers into in-store shoppers with promotional incentives
Who/what influences purchase
decisions and how can marketers best use this information to target teens and
tweens?
Issues
Implications: Engage peer group,
parents when marketing to teens and tweens
Trend Applications
Trend: Man in the Mirror
Trend: Attention Economy
Mintel Futures: Generation Next
Market Drivers
Growth in teen and tween market
being driven by Hispanic population
Figure 9: U.S. population by age,
2008-18
Figure 10: Presence and age of
children in household, by Hispanic origin, 2011
Earlier onset of puberty
Figure 11: Tween personal care
product use, by gender, October 2011-November 2012
Limited access to credit cards
impacts teen and tween spending power
Cell phone ownership
Figure 12: Teen cell/wireless phone
ownership, by age and gender, October 2010-November 2011
Figure 13: Any usage of beauty and
personal care products, among girls, by cell phone ownership, June 2013
Figure 14: Any usage of personal
care products, among boys, by cell phone ownership, June 2013
Facial Makeup Usage—Girls
Key points
BB creams impacting facial makeup
category
Figure 15: Usage of facial makeup
and bb cream, among girls, June 2013
Usage of facial makeup increases
with age
Figure 16: Use of facial makeup by
age, any and regular use*, among girls June 2013
Figure 17: Use of bb creams by age,
any and regular use*, among girls, June 2013
Figure 18: Use of
foundation/concealer, among girls, by age, 2011-12
Figure 19: Use of blush/bronzer,
among girls, by age, 2011-12
Working teens more likely to be
using facial makeup
Figure 20: Any usage of facial
makeup and bb cream, among girls, by spending money source, June 2013
Feeling confident, covering acne are
important to teen facial cosmetic users
Figure 21: Reasons for product
usage, among girls, by frequent usage of facial makeup and bb cream, June 2013
Eye Makeup Usage—Girls
Key points
Eye makeup use increases with age
Figure 22: Usage of eye makeup,
among girls, June 2013
Figure 23: Use of eye makeup by age,
any and regular use*, among girls, June 2013
Mascara is most used format
Figure 24: Use of mascara and eye
shadow/liner/pencil, among girls, by age, October 2011-November 2012
Eye makeup users interested in
creating different looks
Figure 25: Reasons for product
usage, among girls, by regular usage of eye makeup, June 2013
Lip Makeup Usage—Girls
Key points
Majority of teen and tween girls use lip makeup
Figure 26: Usage of lip makeup, among girls, June 2013
Figure 27: Use of lip makeup by age, any and regular use*, among girls, June 2013
Lip gloss is most used format
Figure 28: Types of lip makeup used, among girls, October 2011-November 2012
Nail Product Usage—Girls
Key points
Nail products are “must have” items for teen and tween girls
Figure 29: Usage of nail products, among girls, June 2013
Figure 30: Use of nail products by age, any and regular use*, among girls, June 2013
Creating different looks important to nail product users
Figure 31: Reasons for product usage, among girls, by regular use of nail products, June 2013
Personal Care Product Usage—Girls
Key points
Teen and tween girls motivated by acne treatment and prevention
Majority of girls use body spray
Figure 32: Usage of personal care products, among girls, June 2013
Figure 33: Regular* usage of personal care products, among girls, by age, June 2013
Figure 34: Reasons for using facial cleansing, among girls, by age, October 2011-November 2012
Hairstyling products more likely to be used on occasional basis
Figure 35: Types of hairstyling products used, among girls, by age, October 2011-November 2012
Personal Care Product Usage—Boys
Key points
Facial cleansers, body sprays are most used items among teen and tween boys
Treating acne is a priority
Figure 36: Usage of personal care products, among boys, June 2013
Figure 37: Regular* usage of personal care products, among boys, by age, June 2013
Figure 38: Reasons for using facial cleansing, among boys, by age, October 2011-November 2012
Gel is most used hairstyling product among boys
Figure 39: Types of hairstyling products used, among boys, by age, October 2011-November 2012
Leading Brands
Key points
CoverGirl, Avon, and Maybelline are most used color cosmetics brands
Figure 40: Total U.S. retail sales and forecast of color cosmetics, at current prices, 2008-18
Figure 41: Teen makeup brand usage, among girls, October 2011-November 2012
Teen girls turning to Sally Hansen for nail care
Figure 42: Total U.S. retail sales and forecast of nail color and care, at current prices, 2007-17
Figure 43: Brands of nail polish/nail care used, among girls, October 2011-November 2012
Boys and girls use TRESemmé, Suave for hairstyling products
Figure 44: Sales and forecast of hairstyling products and spray/spritz, at current prices, 2007-17
Figure 45: Brands of hairstyling products used, October 2011-November 2012
Facial skincare brands that promote clean, acne-free skin popular among teens
Figure 46: Sales and forecast of facial cleansers and acne treatments, at current prices, 2007-17
Figure 47: Brands used of facial cleansing, October 2011-November 2012
Innovations and Innovators
Nail products
Fragrance
Teen beauty boxes
Marketing Strategies
Overview of the brand landscape
Strategy: Targeting teens and tweens with famous faces and pop culture
Justin Bieber
Figure 48: Justin Bieber Girlfriend Floor Stand and Fragrance Counter Tester, July 2013
CoverGirl
Figure 49: CoverGirl website featuring NERVO
Figure 50: CoverGirl print ad featuring The Capitol Collection, May 2013
Strategy: The desire for clear skin
CoverGirl
Figure 51: CoverGirl TV commercial, “Be You,” June 2012
Clean & Clear
Figure 52: Clean & Clear TV commercial, “Jump Wash,” May 2013
Clearasil
Figure 53: Clearasil TV commercial, “Yeah It’s Fast,” March 2013
Strategy: Integrating social media into a brand strategy
e.l.f. Cosmetics
Willa
Figure 54: Willa website screen shot
Not Your Mother’s
Purchase Decision Maker—Girls
Key points
Girls more involved in brand selection for body sprays and makeup
Figure 55: Purchase decision making, among girls, June 2013
Older teens more likely to be responsible for brand selection
Figure 56: Purchase decision making—primary decision maker*, among girls, by age, June 2013
Cell phone ownership impacts product usage
Figure 57: Purchase decision making—primary decision maker*, among girls, by cell phone ownership, June 2013
Contact
M/s Sheela
90 Sate Street, Suite
700
Albany, NY 12207
USA – Canada Toll
Free: 866-997-4948
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