Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Teen and Tween Beauty and Personal Care Consumer - US - August 2013

“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.”

– Shannon Romanowski, Beauty & Personal Care Analyst

Some questions answered in this report include:

  • How can marketers capture the attention of the distracted teen and tween audience?
  • How are social media and technology impacting how teens and tweens engage with the category?
  • Who/what influences purchase decisions and how can marketers best use this information to target teens and tweens?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. 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
                                                                                                  • Purchase Decision Maker—Boys

                                                                                                    • Key points
                                                                                                      • Boys involved in brand selection of body sprays
                                                                                                        • Figure 58: Purchase decision making, among boys, June 2013
                                                                                                      • Age impacts brand selection
                                                                                                        • Figure 59: Purchase decision making—primary decision maker*, among boys, by age, June 2013
                                                                                                      • Cell phone ownership factors into product usage
                                                                                                        • Figure 60: Purchase decision making—primary decision maker*, among boys, by cell phone ownership, June 2013
                                                                                                    • Sources for Product and Trend Information

                                                                                                      • Key points
                                                                                                        • Teens and tweens rely on friends for product and trend information
                                                                                                          • TV is a valued source of information for boys and girls
                                                                                                            • Figure 61: Trend information sources, by gender, June 2013
                                                                                                            • Figure 62: Trend information sources, by gender and age, June 2013
                                                                                                          • Connected teens and tweens more likely to turn to online information sources
                                                                                                            • Figure 63: Trend information sources, by cell phone ownership, June 2013
                                                                                                            • Figure 64: Trend information sources, by mobile app cell phone usage, June 2013
                                                                                                        • Influence of Technology

                                                                                                          • Key points
                                                                                                            • Teens and tweens using technology to find deals
                                                                                                              • Older teen girls more likely to use technology to interact with category
                                                                                                                • Figure 65: Technology use, by gender, June 2013
                                                                                                                • Figure 66: Technology use, by gender and age, June 2013
                                                                                                              • Cell phone and mobile app users more likely to use technology to engage with category
                                                                                                                • Figure 67: Technology use, by cell phone ownership, June 2013
                                                                                                                • Figure 68: Technology use, by mobile app cell phone usage, June 2013
                                                                                                            • Shopping for Beauty and Personal Care Products

                                                                                                              • Key points
                                                                                                                • Parents play a big role in how teens and tweens are shopping
                                                                                                                  • Figure 69: Shopping behaviors, by gender, June 2013
                                                                                                                • Girls influenced by their friends when shopping
                                                                                                                  • Older teen girls most likely to be making their own purchase decisions
                                                                                                                    • Figure 70: Shopping behaviors, by gender and age, June 2013
                                                                                                                    • Figure 71: Shopping behaviors, by spending money source, June 2013
                                                                                                                • Reasons for Using Beauty and Personal Care Products

                                                                                                                  • Key points
                                                                                                                    • Product usage translates to confidence for nearly half of teens and tweens
                                                                                                                      • Boys highly motivated by functionality
                                                                                                                        • Figure 72: Reasons for product usage, by gender, June 2013
                                                                                                                      • Influence of peers more likely to impact tweens and younger teens
                                                                                                                        • Figure 73: Reasons for product usage, by gender and age, June 2013
                                                                                                                      • Majority of teens prefer a natural look
                                                                                                                        • Figure 74: Attitudes toward appearance, by gender and age, October 2011-November 2012
                                                                                                                    • Race and Hispanic Origin

                                                                                                                      • Key points
                                                                                                                        • White teen and tween girls are heavier users of facial and eye cosmetics
                                                                                                                          • Figure 75: Any usage of beauty and personal care products, among girls, by race and Hispanic origin, June 2013
                                                                                                                          • Figure 76: Use of foundation/concealer and eye shadow/eyeliner/eyebrow pencil, among girls, by race/Hispanic origin, October 2011-November 2012
                                                                                                                        • Usage of hairstyling products driven by other racial groups
                                                                                                                          • Figure 77: Types of hairstyling products used, by race/Hispanic origin, October 2011-November 2012
                                                                                                                        • Non-white teen and tween boys report above average use of body spray
                                                                                                                          • Figure 78: Any usage of beauty and personal care products, among boys, by race and Hispanic origin, June 2013
                                                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                                                        • Product usage—girls
                                                                                                                          • Figure 79: Any usage of beauty and personal care products, among girls, by weekly spend, June 2013
                                                                                                                          • Figure 80: Reasons for product usage, among girls, by frequent usage of beauty and personal care products—part one, June 2013
                                                                                                                          • Figure 81: Reasons for product usage, among girls, by frequent usage of beauty and personal care products—part two, June 2013
                                                                                                                        • Product usage—boys
                                                                                                                          • Figure 82: Any usage of personal care products, among boys, by weekly spend, June 2013
                                                                                                                        • Leading brands
                                                                                                                          • Figure 83: Brands of foundation/concealer used, among girls, by age, October 2011-November 2012
                                                                                                                          • Figure 84: Brands of blusher/bronzer used, among girls, by age, October 2011-November 2012
                                                                                                                          • Figure 85: Brands of mascara used, among girls, by age, October 2011-November 2012
                                                                                                                          • Figure 86: Brands of eye makeup used, among girls, by age, October 2011-November 2012
                                                                                                                          • Figure 87: Brands of lipstick and lip gloss used, among girls, by age, October 2011-November 2012
                                                                                                                          • Figure 88: Brands of nail polish/nail care used, among girls, by age, October 2011-November 2012
                                                                                                                          • Figure 89: Brands of hairstyling products used, by gender and age, October 2011-November 2012
                                                                                                                          • Figure 90: Brands used of facial cleansing, by gender and age, October 2011-November 2012
                                                                                                                        • Purchase decision maker—girls
                                                                                                                          • Figure 91: Purchase decision making—Primary decision maker, among girls, by race and Hispanic origin, June 2013
                                                                                                                        • Purchase decision maker—boys
                                                                                                                          • Figure 92: Purchase decision making—Primary decision maker, among boys, by race and Hispanic origin, June 2013
                                                                                                                        • Sources for product and trend information
                                                                                                                          • Figure 93: Trend information sources, by race and Hispanic origin, June 2013
                                                                                                                          • Figure 94: Trend information sources, by weekly spend, June 2013
                                                                                                                        • Influence of technology
                                                                                                                          • Figure 95: Technology use, by race and Hispanic origin, June 2013
                                                                                                                        • Shopping for beauty and personal care products
                                                                                                                          • Figure 96: Shopping behaviors, by cell phone ownership, June 2013
                                                                                                                          • Figure 97: Shopping behaviors, by mobile app cell phone usage, June 2013
                                                                                                                        • Reasons for using beauty and personal care products
                                                                                                                          • Figure 98: Reasons for product usage, by cell phone ownership, June 2013
                                                                                                                          • Figure 99: Reasons for product usage, by weekly spend, June 2013
                                                                                                                          • Figure 100: Reasons for product usage, by race and Hispanic origin, June 2013
                                                                                                                      • Appendix – Trade Associations

                                                                                                                        Companies Covered

                                                                                                                        • Avon USA
                                                                                                                        • Burt's Bees Inc.
                                                                                                                        • Clinique Laboratories, Inc.
                                                                                                                        • L'Oréal USA
                                                                                                                        • Mary Kay Inc.
                                                                                                                        • Neutrogena Corporation
                                                                                                                        • Olay Company, Inc.
                                                                                                                        • Procter & Gamble USA
                                                                                                                        • Revlon USA
                                                                                                                        • Twitter, Inc.
                                                                                                                        • U.S. Bureau of the Census
                                                                                                                        • YouTube, Inc.

                                                                                                                        Teen and Tween Beauty and Personal Care Consumer - US - August 2013

                                                                                                                        US $3,995.00 (Excl.Tax)