Beauty for Teens and Tweens - UK - November 2016
“The popularity of beauty vloggers has proved hugely beneficial for piquing the interest of girls from a generation which is too old for toys and too young for boys in the beauty market. However, with the focus heavily on improving appearance with make-up, there exists an issue of low self-esteem amongst girls that brands have some responsibility to help address. Brands operating in the market can also focus on the under catered-for male audience to create loyalty which can last into adult years.”
– Charlotte Libby, Senior Beauty Analyst
This report will cover the following areas:
- The impact of the vloggers on girls
- Engaging with male teen and tweens
The beauty and personal care market for teens and tweens has benefitted strongly from the popularity of beauty bloggers encouraging girls from a young age to be involved in the market. However, the focus placed on the female market by retailers and brands has resulted in under catered-for and disengaged male teens and tweens, despite their affinity for haircare and styling products.
Low self-esteem has become a growing issue amongst an impressionable online generation. This is particularly true for girls, with many turning to the beauty category to improve their confidence, indicating that the industry has some responsibility to promote lifestyles that are well-rounded and not solely dependent on appearance.
Tween and teenagers are defined for the purposes of this Report as 10-15-year-olds. Mintel has used the following definitions of Beauty and Personal Care products:
- Facial skincare products
- Bodycare products
- Haircare products
- Hair styling products
- Colour cosmetics
- Hair colourants.
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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