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 - May 2016

Teens represent an increasingly diverse and open-minded population, and as a result are seeking more relatable spokespeople in BPC (beauty and personal care) advertising and communication. Teens are also tech-savvy and engage with BPC products and trends online while ultimately making purchases in-store, stressing the need for a seamless omnichannel experience.

This report examines the following issues:

  • Population of teens to experience declines while becoming increasingly diverse
  • Teen girls use fewer BPC products than women aged 18-34
  • Popularity of natural looks impacts usage of beauty products

This Report focuses on teen and tween girls and boys, aged 9-17, and their usage, attitudes, and behaviors toward the BPC category.

For the purposes of this Report, the following categories are included:

  • Color cosmetics (teen and tween girls only)
  • Nail products (teen and tween girls only)
  • Facial skincare (facial cleansing, lip care)
  • Fragrances (body sprays, perfume, cologne)
  • Haircare (hairstyling products, hair color, hair conditioners/treatment)

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. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Population of teens to experience declines while becoming increasingly diverse
            • Figure 1: Percent change of population aged 6-17, by race and Hispanic origin, 2016-21
          • Teen girls use fewer BPC products than women aged 18-34
            • Figure 2: Beauty and personal care product usage, among teen girls and women aged 18-34, April 2014-June 2015
          • Popularity of natural looks impacts usage of beauty products
            • Figure 3: Percentage of teens agreeing with appearance-related statements – Any agree (net)*, by gender and age, April 2014-June 2015
          • The opportunities
            • Capitalize on female empowerment trends, encourage self-expression
              • Figure 4: Reasons for using beauty and personal care products, February 2016
            • Celebrate diversity through nonstandard spokespeople, focus on authenticity
              • Figure 5: Interest in spokespeople, February 2016
            • Drive purchases by engaging with teens online and using innovative technology
              • Figure 6: Online behaviors – Yes responses, February 2016
            • What it means
            • The Market – What You Need To Know

              • Color cosmetics command high market share
                • Teens prefer natural look, less likely to use color cosmetics than women 18-34
                  • Despite limited income, teen girls willing to spend own money on make-up
                    • Teens today are more diverse, open-minded than in the past
                    • Market Breakdown

                      • Color cosmetics accounts for most sales in beauty and personal care
                        • Figure 7: Share of US retail sales of beauty products, by segment, at current prices, 2015
                      • Body care and deodorant, beauty accessories experience strongest gains
                        • Figure 8: Total US retail sales of beauty products, by segment, at current prices, 2013 and 2015
                    • Market Perspective

                      • BPC usage higher among teen girls, those with a smartphone
                        • Figure 9: Product usage, by household income, gender, age, Hispanic origin, area, and smartphone ownership, February 2016
                      • Teens find natural looks most relatable
                        • Figure 10: Correspondence analysis – Image descriptions – Girls, February 2016
                        • Figure 11: Correspondence analysis – Image descriptions – Boys, February 2016
                      • Correspondence analysis methodology
                        • Looking natural is important, though boys want to attract girls
                          • Figure 12: Percentage of teens agreeing with appearance-related statements – Any agree (net)*, by age and gender, April 2014-June 2015
                        • Teen girls less likely to use color cosmetics than women 18-34
                          • Figure 13: Beauty and personal care product usage, among teen girls and women aged 18-34, April 2014-June 2015
                          • Figure 14: Personal care product usage, among teen boys and men aged 18-34, April 2014-June 2015
                      • Market Factors – Teen Spending

                        • Decreases in teen employment lead to reliance on parents for purchases
                          • Figure 15: Teen employment, by gender and age, April 2014-June 2015
                        • Limited access to credit and debit cards impacts online shopping
                          • Figure 16: Teen debit and credit card ownership, by age, April 2014-June 2015
                        • Teens carry enough cash for small purchases, boding well for BPC
                          • Figure 17: How much money teens have in cash and in a bank/savings account, January-December 2014
                        • Teen girls willing to spend their own money on make-up
                          • Figure 18: Percentage of teen girls spending money on various categories, by age, April 2014-June 2015
                      • Market Factors – Teen Snapshot

                        • Teen population experiences slight declines
                          • Figure 19: US population by age, 2011-21
                        • Teen and tween population becomes increasingly diverse
                          • Figure 20: Population aged 6-17, by race and Hispanic origin, 2011-21
                        • Cell phone ownership is widespread, signifies higher use of BPC products
                          • Figure 21: Cell phone ownership, by gender and age, April 2014-June 2015
                        • Teens are more open-minded and accepting
                          • Figure 22: Attitudes toward diversity – Any agree, January-December 2014
                      • Key Initiatives – What You Need to Know

                        • Celebrities and female empowerment remain relevant, YouTube making an impact
                          • Popularity of natural look impacts color cosmetics, hairstyling products
                            • Diverse spokespeople and technology differentiate brands, retailers
                            • What’s In?

                              • Themes of female empowerment directed at teens
                                • Figure 23: Becky G Shares her #GirlsCan Story | CoverGirl, 2014
                                • Figure 24: Always #LikeAGirl - Girl emojis, 2016
                                • Figure 25: Sales of select beauty and personal care products using advertising themes of female empowerment, 2015
                              • YouTube, vloggers as an advertising tool
                                • Figure 26: Jaclyn Hill demonstrates the BECCA champagne glow palette, available exclusively at Sephora, 2015
                              • Celebrities remain relevant
                                • Natural look popular among teens, boys more invested in hairstyling
                                  • Figure 27: Teen girls usage of select beauty and personal care products, April 2010-June 2015
                                  • Figure 28: Teen boys usage of select personal care products, April 2010-June 2015
                                • “Splurge and save” mentality impacts brand usage, Maybelline reaches teens
                                  • Figure 29: Teen make-up brand usage, among girls, April 2010-June 2015
                                  • Figure 30: Sales of select products from brands resonating with teens, 2015
                              • What’s Out?

                                • Influence of trends among teen girls having negative impact on select segments
                                    • Figure 31: Teen girls usage of select personal care products, April 2010-June 2015
                                  • Direct sales, mass brands struggle to reach teens
                                    • Figure 32: Teen make-up brand usage among girls – Select declining brands, April 2010-June 2015
                                • What’s Next?

                                  • Unique social media, online marketing strategies attract teens
                                    • BPC market becomes more saturated as new entrants appeal to teens
                                      • As the teen population grows more diverse, so will products and spokespeople
                                        • Technology more prevalent to reach tech-savvy teens
                                          • Figure 33: Rebecca Minkoff Connected Store Demo, 2014
                                      • The Consumer – What You Need to Know

                                        • Older teen girls drive usage of BPC products
                                          • BPC products used for empowerment – not to satisfy others
                                            • Samples, impulse buys drive teen BPC purchases
                                              • Teens seek spokespeople whom they can relate to
                                                • Teens enjoy shopping in-store, rely on money from parents
                                                  • YouTube influences teens, social media used to share BPC experiences
                                                  • Product Usage

                                                    • Teen girls report widespread use of nail polish, eye make-up
                                                      • Figure 34: Teen usage of select beauty and personal care products, April 2014-June 2015
                                                    • Teen girls drive product usage of unisex items
                                                      • Figure 35: Teen usage of select beauty and personal care products, by gender, April 2014-June 2015
                                                    • Female usage of beauty items increases with age
                                                      • Figure 36: Teen usage of select beauty and personal care products among girls, by age, April 2014-June 2015
                                                    • Lip care products popular among kids, females 9-11 drive usage
                                                      • Figure 37: Kids usage of select beauty and personal care products, by gender and age, April 2014-June 2015
                                                  • Reasons for Using BPC Products

                                                    • Teens use BPC products for themselves – not to satisfy others
                                                      • Figure 38: Reasons for using beauty and personal care products, February 2016
                                                    • Teen girls empowered by using BPC products
                                                      • Figure 39: Reasons for using beauty and personal care products, by gender, February 2016
                                                    • Hispanic teens feel pressure to look good
                                                      • Figure 40: Reasons for using beauty and personal care products, by Hispanic origin, February 2016
                                                  • Purchase Drivers

                                                    • Samples, impulse buys drive teen BPC purchases
                                                      • Figure 41: Purchase drivers, February 2016
                                                    • Teens minimize the influence of celebrities
                                                      • Teenage girls want hands-on experience with a product, boys rely on ads
                                                        • Figure 42: Purchase drivers, by gender, February 2016
                                                      • Hispanic teens embrace influence of the media
                                                        • Figure 43: Purchase drivers, by Hispanic origin, February 2016
                                                    • Interest in Spokespeople

                                                      • Teens seek relatable spokespeople
                                                        • Figure 44: Interest in spokespeople, February 2016
                                                      • Teenage boys influenced by celebrities, girls look for “real” people
                                                        • Figure 45: Interest in spokespeople, by gender, February 2016
                                                      • Hispanic teens influenced by celebrities, emphasize race
                                                        • Figure 46: Interest in spokespeople, by Hispanic origin, February 2016
                                                    • Purchase Habits

                                                      • Parents have a strong influence on teen BPC purchases
                                                        • Teens rely on, and enjoy, shopping in-store
                                                          • Celebrity influence not as strong as the influence of friends and family
                                                            • Figure 47: Purchase habits – Agree responses, February 2016
                                                          • Hispanics drawn to celebrity products
                                                            • Figure 48: Purchase habits – Agree responses, by Hispanic origin, February 2016
                                                        • Online Behaviors

                                                          • YouTube tutorials effective in reaching teens
                                                            • Figure 49: Natural Nude Glow Make-up Tutorial | Giselle Ugarte & CoverGirl, 2016
                                                          • Teens use social media to share their experiences
                                                            • Figure 50: Online behaviors – Yes responses, February 2016
                                                          • Online makes an impact for Hispanic teens
                                                            • Figure 51: Online behaviors – Yes responses, by Hispanic origin, February 2016
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Consumer survey data
                                                              • Abbreviations and terms
                                                                • Abbreviations
                                                                  • Terms
                                                                  • Appendix – Market

                                                                      • Figure 52: Image descriptions – Girls, February 2016
                                                                      • Figure 53: Image descriptions – Boys, February 2016
                                                                      • Figure 54: Percent of teens spending money on various categories, by gender and age, April 2014-June 2015
                                                                  • Appendix – Key Initiatives

                                                                      • Figure 55: Teen make-up brand usage, among girls, April 2014-June 2015
                                                                      • Figure 56: Teen nail polish/nail care brand usage, among girls, April 2014-June 2015
                                                                      • Figure 57: Teen facial skincare brand usage, April 2014-June 2015
                                                                      • Figure 58: Teen hairstyling brand usage, April 2014-June 2015
                                                                      • Figure 59: Base sizes for teen make-up brand usage, among girls, April 2010-June 2015
                                                                      • Figure 60: Base sizes for teen make-up brand usage among girls – Select declining brands, April 2010-June 2015
                                                                  • Appendix – Consumer

                                                                      • Figure 61: Teen lipstick and lip gloss types used among girls, by age, April 2014-June 2015
                                                                      • Figure 62: Teen hairstyling types usage, by gender, April 2014-June 2015
                                                                      • Figure 63: Beauty and personal care product usage among women aged 18-34, April 2010-June 2015
                                                                      • Figure 64: Teen aftershave lotion/cologne types used among boys, April 2010-June 2015
                                                                      • Figure 65: Teen hairstyling product types used among boys, April 2010-June 2015
                                                                      • Figure 66: Personal care product usage among men aged 18-34, April 2010-June 2015

                                                                  Companies Covered

                                                                  To learn more about the companies covered in this report please contact us.

                                                                  Teen and Tween Beauty and Personal Care Consumer - US - May 2016

                                                                  £3,199.84 (Excl.Tax)