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Teens' and Tweens' Beauty Market - US - December 2011

The teen and tween beauty market has always straddled the fence between attracting new users to the category with the hope of forming life-long habits, and providing age-appropriate products. Parents continue to battle the KGOY (kids growing older younger) phenomenon, but young girls are facing intense pressure from both the media (and sometimes Mother Nature) to adopt adult behaviors before they’re ready. In the retail word the phrase “Christmas creep” refers to stores displaying holiday merchandise earlier each year (now it’s common to see Christmas decorations set up next to the Halloween items). In this same fashion it appears that the beauty industry has waged a type of “tween creep” where girls as young as 7 or 8 are considered fair game for tween products.

For brands looking to initiate long-term relationships with these young users they must create product lines that grow with these girls as they mature or they’ll be abandoned as “too childish” which is a death sentence for cosmetics hoping to see the light of the high school hallways. Mintel examines the factors surrounding the teen and tween beauty market by focusing on the following topics:

  • Types of makeup worn and the frequency used by girls aged 9-17, as well as reasons for not wearing cosmetics
  • Exploration of the continuing green movement, as well as the role that social networking and peer pressure play in promoting brands partially aimed at teen and adult audiences
  • The impact of family and friends and how they influence purchasing patterns
  • Preferred makeup brands and favorite teen/tween retailers

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Table of contents

  1. Scope and Themes

      • Definition
        • Data sources
          • Consumer survey data
            • Advertising creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Market factors
                      • KGOY
                        • Ancillary products promote teen makeup use
                          • geoGiRL attracts green teens
                            • Spas and salons court tween audience
                              • Consumer highlights
                              • Insights and Opportunities

                                • Salons offer tween beauty packages
                                  • Too much too soon
                                    • geoGiRL and PixiGlow target tweens
                                      • Girls get Spoiled Rotten
                                      • Inspire Insights

                                          • Trend: Eco and Ego
                                            • Trend: Free From
                                            • Market Factors

                                              • Key points
                                                • Girls aged 9-12 will dominate by 2016
                                                  • Figure 1: U.S. girls aged 9 to 17, by single year of age, 2006-16
                                                • Teen girls are shaving sooner too
                                                  • Figure 2: Types of shaving product used by teen girls, by age, October 2009-December 2010
                                              • Innovations and Innovators

                                                • Locker culture with a teen spin
                                                  • CoverGirl leads mass brands
                                                    • Markwins’ Wet n Wild offers bold color and value
                                                      • geoGiRL attracts the eco-concerned
                                                        • Flavored and festive get the youth vote
                                                          • Avon teams with Hannah Montana
                                                          • Marketing Strategies

                                                            • Overview
                                                              • Avon
                                                                • Figure 3: Brand analysis of Avon, 2011
                                                                • Figure 4: Avon Outspoken Fragrance, television ad, 2011
                                                              • Avon web strategies
                                                                • Maybelline
                                                                  • Figure 5: Brand analysis of Maybelline, 2011
                                                                  • Figure 6: Maybelline, Dream Smooth Mousse television ad, 2011
                                                                  • Figure 7: Maybelline, Volum' Express The Falsies Mascara television ad, 2011
                                                                  • Figure 8: Maybelline, Color Sensational Pearls television ad, 2011
                                                                • Maybelline web strategies
                                                                  • CoverGirl
                                                                    • Figure 9: Brand analysis of CoverGirl, 2011
                                                                    • Figure 10: CoverGirl Smokey ShadowBlast and LashBlast, television ad, 2011
                                                                  • CoverGirl web strategies
                                                                    • L’Oréal
                                                                      • Figure 11: Brand analysis of L’Oréal, 2011
                                                                      • Figure 12: L’Oréal, Voluminous Million Lashes television ad, 2011
                                                                    • L’Oréal web strategies
                                                                    • Teen Makeup Use

                                                                      • Key points
                                                                        • Nail polish is for girls of all ages
                                                                            • Figure 13: Cosmetics used by teen girls, April 2010-June 2011
                                                                            • Figure 14: Cosmetics used, by age, April 2010-June 2011
                                                                            • Figure 15: Cosmetics used, by race/Hispanic origin, April 2010-June 2011
                                                                          • Preferred foundation formats and brands
                                                                            • Figure 16: Types of foundation used, by age, April 2010-June 2011
                                                                            • Figure 17: Brands of foundation used, by age, April 2010-June 2011
                                                                          • Preferred blush formats and brands
                                                                            • Figure 18: Types of blush used, by age, April 2010-June 2011
                                                                            • Figure 19: Brands of blush used, by age, April 2010-June 2011
                                                                          • Preferred mascara types and brands
                                                                            • Figure 20: Kinds of mascara used, by age, April 2010-June 2011
                                                                            • Figure 21: Brands of mascara used, by age, April 2010-June 2011
                                                                          • Preferred eye shadow and eyeliner formats
                                                                            • Figure 22: Types of eye shadow used, by age, April 2010-June 2011
                                                                            • Figure 23: Types of eyeliner used by age, April 2010-June 2011
                                                                          • Preferred lipstick and lip gloss types and brands
                                                                            • Figure 24: Types of lipstick/lip gloss used, by age, April 2010-June 2011
                                                                            • Figure 25: Brands of lipstick/lip gloss used, by age, April 2010-June 2011
                                                                        • Types of Makeup Used and Frequency

                                                                          • Key points
                                                                            • Mascara and lip gloss are daily staples
                                                                              • Figure 26: Types of makeup used and frequency, August 2011
                                                                              • Figure 27: Types of makeup used and frequency, by age, August 2011
                                                                          • Usage of Body Lotion

                                                                            • Key points
                                                                              • Types and formats of moisturizers preferred
                                                                                • Figure 28: Types of moisturizers used, by age, April 2010-June 2011
                                                                                • Figure 29: Forms of moisturizers used, by age, April 2010-June 2011
                                                                              • Frequency of moisturizer use
                                                                                • Figure 30: Usage frequency of body lotion, by age, August 2011
                                                                                • Figure 31: Usage frequency of body lotion, by region, August 2011
                                                                            • Where Makeup Is Purchased

                                                                              • Key points
                                                                                • Mass merchandisers have mass appeal
                                                                                  • Figure 32: Where makeup is purchased, by age, August 2011
                                                                                  • Figure 33: Where makeup is purchased, by region, August 2011
                                                                              • How Makeup Choices Are Made

                                                                                • Key points
                                                                                  • Mom’s guidance dwindles with age
                                                                                    • Figure 34: How makeup choices are made, by age, August 2011
                                                                                • Attitudes About Wearing Makeup

                                                                                  • Key points
                                                                                    • Parents just don’t understand
                                                                                      • From practice to pragmatism
                                                                                        • Location spells influence?
                                                                                          • Figure 35: Attitudes about wearing makeup, by age, August 2011
                                                                                          • Figure 36: Attitudes about wearing makeup, by region, August 2011
                                                                                      • Reasons for Not Wearing Makeup

                                                                                        • Key points
                                                                                          • Lack of interest and maturity
                                                                                            • Figure 37: Reasons for not wearing makeup, August 2011
                                                                                        • Where Body Lotion Is Purchased

                                                                                          • Key points
                                                                                            • Bath & Body Works cracks the teen code
                                                                                                • Figure 38: Where body lotion is purchased, by age, August 2011
                                                                                                • Figure 39: Where body lotion is purchased, by region, August 2011
                                                                                            • Frequency of Beauty Habits

                                                                                              • Key points
                                                                                                • Nail painting and fragrance use are the most frequently practiced
                                                                                                  • Figure 40: Frequency of beauty habits, August 2011
                                                                                                  • Figure 41: Frequency of beauty habits cross tabbed by types of makeup used, August 2011
                                                                                                  • Figure 42: Frequency of beauty habits cross tabbed by types of makeup used, August 2011
                                                                                              • Cluster Analysis

                                                                                                  • Makeup Divas
                                                                                                    • Demographics
                                                                                                      • Characteristics
                                                                                                        • Opportunity
                                                                                                          • Apprentices
                                                                                                            • Demographics
                                                                                                              • Characteristics
                                                                                                                • Opportunity
                                                                                                                  • Naturalists
                                                                                                                    • Demographics
                                                                                                                      • Characteristics
                                                                                                                        • Opportunity
                                                                                                                          • Characteristic tables
                                                                                                                            • Figure 43: Teen/tween beauty product user groups, August 2011
                                                                                                                            • Figure 44: Makeup usage, by teen/tween beauty product user groups, August 2011
                                                                                                                            • Figure 45: Merchants for makeup purchase, by teen/tween beauty product user groups, August 2011
                                                                                                                            • Figure 46: Makeup choices, by teen/tween beauty product user groups, August 2011
                                                                                                                            • Figure 47: Attitudes about makeup, by teen/tween beauty product user groups, August 2011
                                                                                                                            • Figure 48: Body lotion usage, by teen/tween beauty product user groups, August 2011
                                                                                                                            • Figure 49: Makeup regimen, by teen/tween beauty product user groups, August 2011
                                                                                                                          • Demographic tables
                                                                                                                            • Figure 50: Teen/tween beauty product user groups, by age, August 2011
                                                                                                                            • Figure 51: Teen/tween beauty product user groups, by race, August 2011
                                                                                                                          • Custom Group methodology
                                                                                                                          • Appendix: Trade Associations

                                                                                                                            Companies Covered

                                                                                                                            • Abercrombie & Fitch Co
                                                                                                                            • American Academy of Dermatology
                                                                                                                            • Avon
                                                                                                                            • Chanel USA
                                                                                                                            • Elizabeth Arden, Inc.
                                                                                                                            • Estée Lauder Companies Inc. (The)
                                                                                                                            • L'Oréal USA
                                                                                                                            • Lancôme
                                                                                                                            • Neutrogena Corporation
                                                                                                                            • Pacific World Corporation
                                                                                                                            • Personal Care Products Council
                                                                                                                            • Procter & Gamble Company (The)
                                                                                                                            • Procter & Gamble USA
                                                                                                                            • Revlon USA
                                                                                                                            • Sephora
                                                                                                                            • The Body Shop - Retail Sales
                                                                                                                            • Victoria's Secret
                                                                                                                            • Walgreen Co
                                                                                                                            • Walmart Stores (USA)

                                                                                                                            Teens' and Tweens' Beauty Market - US - December 2011

                                                                                                                            £2,684.63 (Excl.Tax)