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Teens' and Tweens' Beauty and Personal Care - UK - June 2009

Interest in cosmetics and toiletries starts from a young age, with the under-13s using products to give them confidence and make them appear older than their years. Few beauty and grooming brands specifically target tweens/teenagers, although they have considerable purchasing power with many using a wide repertoire of products. The tween/teenage demographic could be just the right target for beauty brands looking for growth during these recessionary times.

Key themes

  • Tweens/teenagers are part of the digital revolution and are at ease with modern technology. This impacts the way in which they are influenced to try to buy new products.

  • The influence of parents on their children’s purchasing/usage of cosmetics and toiletries.

  • Toiletries and cosmetics compete with a wide range of other items on which tweens/teenagers are expected to spend their pocket money/allowance.

  • Growth in teen-targeted skincare brands.

  • Tween/teenage brands are strong in some sectors (eg cosmetics) but lacking in toiletries categories.

  • Teens and tweens are less affected by the economic slowdown than other demographic groups and this presents strong opportunities for growth.

  • Today’s teens and tweens have grown up in a multimedia society where products are not only sold in-store. Evaluate successful distribution strategies to target this demographic.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Terminology
          • Future Opportunities

            • Observation from report
              • I want it now culture
                • Insight
                  • Observation from report
                    • Fear of affection
                      • Insight
                      • Market in Brief

                        • Recession-proof teens
                          • Teens and technology
                            • Parental versus tween/teen spend on toiletries
                              • Teen brands are not all they use
                                • Products used by tweens/teens
                                  • Advertising
                                  • Internal Market Environment

                                    • Key points
                                      • Pocket money
                                        • Figure 1: Money spent, by spend item, 2006-08
                                      • Mobile phone ownership
                                        • Figure 2: Mobile phone ownership and usage, 2004-08
                                      • Teens online
                                        • Figure 3: Internet usage amongst youths, 2004-08
                                      • Magazine readership
                                        • Figure 4: Trends in magazine readership, 2004-08
                                      • Do tweens really want to grow up fast?
                                        • Mothers and daughters
                                        • Broader Market Environment

                                          • Key points
                                            • Age of growth
                                              • Figure 5: Trends in UK population, by gender and age, 2004-14
                                            • Teen concerns
                                              • Figure 6: Trends in skin type, by gender, 2006-08
                                              • Figure 7: Trends in skin conditions and complaints, by gender, 2006-08
                                            • Legislation and regulation
                                            • Competitive Context

                                              • Key points
                                                • Parental influence
                                                  • Generalist brands
                                                    • Price pressure
                                                      • Competitive spend items
                                                      • Strengths and Weaknesses in the Market

                                                        • Strengths
                                                          • Weaknesses
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Figure 8: Innovation trends in cosmetics and toiletries for teens and tweens, 2004-08
                                                            • Activity by category
                                                              • Figure 9: Innovation in cosmetics and toiletries for teens and tweens, by category, 2006-08
                                                            • Manufacturers and brands
                                                              • Figure 10: Leading innovators in cosmetics and toiletries for teens and tweens, 2006-08
                                                            • Innovative solutions
                                                              • Own-label catching up
                                                                • Figure 11: Innovation in cosmetics and toiletries for teens and tweens, by branded and own-label, 2006-08
                                                              • Product positioning
                                                                • Figure 12: Leading product positioning in cosmetics and toiletries for teens and tweens, 2006-08
                                                            • Market Worth of Teens and Tweens

                                                              • Key points
                                                                • Innovation and scent target teens
                                                                  • Figure 13: Estimated spend on cosmetics and toiletries for or by teens and tweens, by sector, 2008
                                                                • Fickle teens go for funky and fashionable
                                                                  • Style and self-expression captures interest
                                                                    • Sensitivity to smell
                                                                      • Spotted: A natural opportunity
                                                                      • Companies and Products

                                                                          • Figure 14: Teen and tween brand map, 2009
                                                                        • Companies: Tween/teen brands including activity aimed at this age group
                                                                          • Alberto Culver
                                                                            • Beiersdorf
                                                                              • Coty
                                                                                • Mentholatum
                                                                                  • Procter & Gamble
                                                                                    • Reckitt Benckiser
                                                                                      • Unilever
                                                                                        • Own-label and retailer activity
                                                                                          • Boots
                                                                                            • Lush
                                                                                              • Niche teenage brands
                                                                                                • Amie
                                                                                                  • Barry M
                                                                                                    • Elizabeth’s Daughter
                                                                                                      • Grace Your Face
                                                                                                      • Brand Communication and Promotion

                                                                                                        • Key points
                                                                                                          • Adspend activity
                                                                                                            • Figure 15: Cosmetics and toiletries advertising amongst main tween/teen magazine titles, 2005-09
                                                                                                            • Figure 16: Trends in magazine readership and internet use amongst 11-19-year-olds, 2004-08
                                                                                                          • Adspend by advertiser
                                                                                                            • Figure 17: Leading cosmetics and toiletries advertisers in teen magazines, 2008
                                                                                                          • Marketing themes
                                                                                                            • Humour and confidence
                                                                                                              • Experimental glamour
                                                                                                              • Channels to Market

                                                                                                                • Key points
                                                                                                                  • Tweens/teenagers love shopping
                                                                                                                    • Teen retailing on the high street
                                                                                                                      • Future opportunities for bricks (and click) retailers
                                                                                                                      • Usage and Frequency amongst Teens

                                                                                                                        • Key points
                                                                                                                          • Haircare
                                                                                                                            • Figure 18: Usage of haircare products, by frequency, 2006-08
                                                                                                                          • Toiletries
                                                                                                                            • Figure 19: Usage of toiletries products, by frequency, 2006-08
                                                                                                                          • Skincare
                                                                                                                            • Figure 20: Usage of skincare products, by frequency, 2006-08
                                                                                                                          • Sun protection
                                                                                                                            • Cosmetics and perfume
                                                                                                                              • Figure 21: Usage of cosmetics and perfume products, by frequency, 2006-08
                                                                                                                          • Purchase and Purchase Influence

                                                                                                                            • Key points
                                                                                                                              • Scents of responsibility
                                                                                                                                • Figure 22: Teen purchase or influence in purchase of toiletries, by gender, February 2009
                                                                                                                              • Girls are more engaged in choosing their toiletries
                                                                                                                                • Figure 23: Purchase or influence in purchase of toiletries, by gender, February 2009
                                                                                                                              • Influence increases with age
                                                                                                                                • Ethnic differences
                                                                                                                                  • Figure 24: Teen purchase or influence in purchase of toiletries, by ethnic group, February 2009
                                                                                                                                • Pester power
                                                                                                                                  • Figure 25: Pester power and purchase influence, 2008
                                                                                                                                • Repertoire analysis
                                                                                                                                  • Figure 26: Repertoire of amount of say in the toiletry products used, February 2009
                                                                                                                                • Boys less likely to choose their own products
                                                                                                                                  • Figure 27: Repertoire of amount of say in the toiletry products used, by gender, February 2009
                                                                                                                              • Influence on Product Use

                                                                                                                                • Key points
                                                                                                                                  • Scent, spots and saving money
                                                                                                                                    • Figure 28: Decision-makers when using toiletries products, February 2009
                                                                                                                                  • Image-consciousness
                                                                                                                                    • Figure 29: The importance of products that ‘get rid of spots’ as a purchase motivator, by ethnic group, February 2009
                                                                                                                                  • Teenage concern
                                                                                                                                    • Figure 30: Difference in purchase motivations amongst teens aged 11-15 and 16-18, February 2009
                                                                                                                                  • More potential in targeting online
                                                                                                                                  • Teen Attitudes Towards Toiletries

                                                                                                                                    • Key points
                                                                                                                                      • The swap, the shop
                                                                                                                                        • Figure 31: Attitudes towards toiletries amongst teens, February 2009
                                                                                                                                      • Socialise and share
                                                                                                                                        • Money no object
                                                                                                                                          • Boys rely more on parents
                                                                                                                                          • Appendix

                                                                                                                                            • Consumer research
                                                                                                                                              • ACORN
                                                                                                                                                • Advertising data
                                                                                                                                                  • Abbreviations
                                                                                                                                                  • Appendix – Internal Market Environment

                                                                                                                                                      • Figure 32: Internet usage, by demographics, 2008
                                                                                                                                                    • Mobile phone usage, by demographics
                                                                                                                                                      • Figure 33: Mobile phone usage, by demographics, 2008
                                                                                                                                                  • Appendix – Usage and Frequency

                                                                                                                                                      • Figure 34: Usage of cosmetics and toiletries products, by demographics, 2008
                                                                                                                                                      • Figure 35: Usage of cosmetics and toiletries products, by demographics, 2008
                                                                                                                                                  • Appendix – Purchase and Purchase Influence

                                                                                                                                                      • Figure 36: Teen purchase or influence in purchase of toiletries, by demographic sub-group, February 2009
                                                                                                                                                      • Figure 37: Teen purchase or influence in purchase of toiletries, by demographic sub-group, February 2009
                                                                                                                                                      • Figure 38: Pester power and purchase influence, by product type, 2008
                                                                                                                                                    • Repertoire analysis
                                                                                                                                                      • Figure 39: Amount of say in the toiletry products used, by repertoire of amount of say in the toiletry products used, February 2009
                                                                                                                                                      • Figure 40: Important factors to use toiletry products, by repertoire of amount of say in the toiletry products used, February 2009
                                                                                                                                                      • Figure 41: Shopping for toiletry products, by repertoire of amount of say in the toiletry products used, February 2009
                                                                                                                                                      • Figure 42: Shopping for toiletry products, by repertoire of amount of say in the toiletry products used, February 2009
                                                                                                                                                  • Appendix – Influence on Product Use

                                                                                                                                                      • Figure 43: Decision-makers when using toiletries products, by demographic sub-group, February 2009
                                                                                                                                                      • Figure 44: Decision-makers when using toiletries products, by demographic sub-group, February 2009
                                                                                                                                                  • Appendix – Teen Attitudes Towards Toiletries

                                                                                                                                                      • Figure 45: Attitudes towards toiletries amongst teens, by demographic sub-group, February 2009
                                                                                                                                                      • Figure 46: Attitudes towards toiletries amongst teens, by demographic sub-group, February 2009

                                                                                                                                                  Companies Covered

                                                                                                                                                  • Abercrombie & Fitch Co
                                                                                                                                                  • Alberto-Culver Company (UK)
                                                                                                                                                  • Alliance Boots
                                                                                                                                                  • Bebo Inc
                                                                                                                                                  • Beiersdorf UK Ltd
                                                                                                                                                  • British Market Research Bureau (BMRB)
                                                                                                                                                  • Brylcreem
                                                                                                                                                  • CACI Limited
                                                                                                                                                  • Calvin Klein, Inc.
                                                                                                                                                  • Claire's Accessories
                                                                                                                                                  • Clarins UK Ltd
                                                                                                                                                  • Coca-Cola GB
                                                                                                                                                  • Committee of Advertising Practice (CAP)
                                                                                                                                                  • Coty UK Ltd
                                                                                                                                                  • Daily Express
                                                                                                                                                  • Daily Mirror (The)
                                                                                                                                                  • Daily Star (The)
                                                                                                                                                  • Elizabeth Arden, Inc.
                                                                                                                                                  • Estée Lauder Companies Inc. (The)
                                                                                                                                                  • Gillette UK Ltd
                                                                                                                                                  • Grupo Inditex
                                                                                                                                                  • Harvey Nichols UK
                                                                                                                                                  • Hasbro UK Ltd
                                                                                                                                                  • Hugo Boss
                                                                                                                                                  • Johnson & Johnson Ltd
                                                                                                                                                  • L'Oréal (UK)
                                                                                                                                                  • Lush Retail Ltd
                                                                                                                                                  • Max Factor
                                                                                                                                                  • Mykindaplace.com
                                                                                                                                                  • MySpace.com
                                                                                                                                                  • Nivea
                                                                                                                                                  • Olay Company, Inc.
                                                                                                                                                  • Oriflame Cosmetics (UK & Ireland)
                                                                                                                                                  • Outdoor Advertising Association of Great Britain
                                                                                                                                                  • Procter & Gamble UK & Ireland
                                                                                                                                                  • Reckitt Benckiser (UK)
                                                                                                                                                  • Sara Lee (UK)
                                                                                                                                                  • Schwarzkopf & Henkel
                                                                                                                                                  • Superdrug Stores Plc
                                                                                                                                                  • T-Mobile (UK) Ltd
                                                                                                                                                  • Tesco Plc
                                                                                                                                                  • The Organic Pharmacy
                                                                                                                                                  • The Sun
                                                                                                                                                  • Topshop old
                                                                                                                                                  • Unilever Plc
                                                                                                                                                  • Veet
                                                                                                                                                  • Vodafone Group Plc (UK)
                                                                                                                                                  • YouTube, Inc.
                                                                                                                                                  • Yves Rocher UK

                                                                                                                                                  Teens' and Tweens' Beauty and Personal Care - UK - June 2009

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