Beauty engagement starts early, with 94% of Gen Alpha aged 5-15 having had BPC products bought for or by them, while 81% influence the products bought for them and 39% already purchase products themselves.
Beauty engagement starts early, with 94% of Gen Alpha aged 5-15 having had BPC products bought for or by them, while 81% influence the products bought for them and 39% already purchase products themselves. As routines begin earlier and product repertoires expand rapidly during the tween years, brands have an opportunity to build relationships long before this generation reaches adulthood.
Parents remain the category’s ultimate gatekeepers. While most support responsible experimentation, widespread skin and hair concerns among children, coupled with frequent negative product reactions, are heightening demand for safety and clear age suitability. At the same time, social media is accelerating beauty engagement and exposing children to premium and international brands at younger ages, creating opportunities for brands to translate global trends into parent-approved products and experiences.
Significant threats facing the category are parental backlash against irresponsible marketing and regulatory pressures around social media use among young audiences. As expectations around responsible youth marketing rise, brands need to balance aspiration with age-appropriate messaging and realistic beauty standards to maintain trust.
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
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We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
One of the biggest challenges we face is the need to get smart on a business or category real quick.
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We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
