US Beauty Life Stages | Teen Consumer Report 2024
Stakeholders must thread the needle of appealing to teen/tween priorities while providing peace-of-mind to guardians on safety, cost and age-appropriate messaging.
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Executive Summary
- What you need to know
- Consumer trends: key takeaways
- Market predictions
- Opportunities
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The Market
- Market context
- Market factors
- Teen/tween spend: most are primary BPC shoppers
- Graph 1: BPC purchase involvement, 2024
- Teen/tween spend: guardians pitch in on a need-by-need basis
- Graph 2: sources of spending money, by household income, 2024
- Tween/teen priorities: BPC competes with other interests
- Graph 3: spending priorities, by gender, 2024
- Teen/tween social media: TikTok, Instagram and YouTube are priority channels
- Graph 4: social media use and frequency, 2024
- Ahead: keep an eye on KOSA, amid larger concerns over online teen/tween protections
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Competitive Strategies & Market Opportunities
- Table stakes: make it clean and make it simple
- Going beyond: traceability
- Table stakes: positive, empowering messaging and tone
- Going beyond: bring teen/tween voices into the fold
- Table stakes: acne treatment and acne prevention
- Going beyond: speak to teen/tween lifestyle needs
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Consumer Insights
- Consumer fast facts
- Beauty & personal care usage
- Essential hygiene are the mainstay for teen BPC usage
- Older girls develop more elaborate beauty routines
- Graph 5: usage of select BPC categories, by gender and age, 2024
- While older boys gain interest in select personal care categories
- Graph 6: usage of select BPC categories, by gender and age, 2024
- Teens/tweens of color see high rates of participation in secondary categories
- Graph 7: select BPC usage, by race, 2024
- Sources of information
- Social media is a must-have
- Graph 8: sources of BPC knowledge, 2024
- Social media is a must-have
- Gain awareness through relatability and collaboration
- Girls look to beauty influencers, while boys to medical professionals
- Graph 9: sources of BPC knowledge, by gender, 2024
- Public figures resonate with select groups
- Graph 10: sources of BPC knowledge, by race, 2024
- Provide role models for teens and tweens of color
- Purchase influencers
- It's all in the branding
- Graph 11: purchase influencers, ranked, 2024
- Don't discount word-of-mouth
- Girls gravitate toward shelf appeal
- Graph 12: purchase influencers, net, 2024
- Capitalize on shelf-appeal beyond the bathroom cabinet
- Skincare priorities
- Emphasize the fundamentals of skin health for broad reach
- Graph 13: skincare goals, ranked, 2024
- A healthy skin routine is one that prevents acne
- Graph 14: additional skincare goals among teens/tweens who want healthy skin, 2024
- Help boys keep breakouts at bay
- Graph 15: skincare goals, by gender, 2024
- Fun and experimentation resonate with younger tween skincare users
- Graph 16: skincare goals, by age, 2024
- Balance function with share-worthy experiences
- Makeup priorities
- Emotional benefits and control over complexion resonate most broadly
- Graph 17: makeup goals, ranked, 2024
- Empower teen/tween makeup users with techniques to put their best face forward
- Graph 18: additional makeup goals among teens/tweens who want to be confident, 2024
- Skinification impacts teen/tween beauty, too
- Creativity and individuality remain powerful propositions
- Graph 19: select makeup goals, ranked, 2024
- Attitudes & behaviors
- Provide convenience and education for early-stage routines
- Graph 20: select personal care attitudes, by gender and age, 2024
- Lack of inclusivity is felt at a young age
- Graph 21: select BPC attitudes, by race, 2024
- Boys feel peer pressure over their appearance as much as girls
- Graph 22: pressure around appearance, by gender and age, 2024
- Opportunity: speak directly to boys' unique concerns
- Shopping for beauty & personal care
- Shopping is a social activity
- Graph 23: shopping behaviors, by gender, 2024
- Don't discount online sales – or loyalty points
- Graph 24: shopping behaviors, by control over purchase, 2024
- Acknowledge younger and family-oriented shopping at online points of purchase
- Affordability and safety claims are key to adults' purse-strings
- Graph 25: reasons for adult intervention, by control over purchase, 2024
- Affordability and safety claims are key to adults' purse-strings
- Graph 26: reasons for adult intervention, by age, 2024
- Opportunity: take a stance against use of anti-aging products
- Opportunity: attractive minis lower barrier to trial
- Acne concerns
- Most are still looking for a product that works
- OTC treatments are most popular among teens/tweens & involved guardians
- Graph 27: acne treatments used, by age, 2024
- Many use more than one type of acne treatment…
- Graph 28: acne treatments used, 2024
- …but most haven't carried over acne concerns to their overall BPC routine
- Graph 29: shopping for acne-suitable BPC, by type of acne treatment used, 2024
- Opportunity: connect acne prevention to broader routines
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Appendix
- Consumer research methodology
- Consumer research methodology (continued)
- Generations
- Abbreviations and terms
Stay ahead of the curve and future-proof your business with Mintel’s US Beauty Lifestages Teen Consumer Market Report 2024. Our full report is packed with consumer-led market intelligence, the latest market research, trends, and Gen Z consumer behaviors affecting your business.
Below, we’ve handpicked the key insights analyzed in the full report and summarized the core topics.
Topics Analyzed in this Report
- Teen/tween usage of beauty and personal care product categories.
- Teen/tween purchase behaviors, influences and resources.
- Teen/tween priorities in facial skincare and color cosmetics.
- Teen/tween attitudes and behaviors towards beauty and personal care.
- Acne-related concerns and shopping behaviors.
- Market and lifestyle factors shaping teen/tween beauty engagement.
- Market strategies and opportunities in teen/tween beauty and personal care.
Teen Beauty Trends: Overview
The younger half of Gen Z are highly engaged shoppers and use social media to stay on top of new beauty trends as they seek to improve and develop their routines This bodes well for niche and established players in the teen beauty market who can provide shareworthy experiences to socially motivated teens/tweens.
- Teen beauty trends: 82% of teens/tweens want to improve at least one personal care skill.
Trends and Opportunities in Teen Beauty
Connect acne to proactive routines
Less than a third of teens/tweens who use acne treatment also use BPC products suitable for acne-prone skin. Yet as acne care becomes part of overall health, beauty and wellness categories can promote prevention and proactivity.
- US beauty trends: 27% of teens/tweens who use acne medication or treatment also seek out BPC products labeled suitable for acne-prone skin.
Diversify target audience
Brands need to capture the needs of diverse audiences. Brands should consider that boys also feel unique pressures about their appearances alongside girls, something which can be addressed by BPC brands. Teens/tweens of color can also benefit from educators and influencers who reflect their needs.
- Teen beauty trends: 90% of teens/tweens agree that skincare is for both boys and girls.
Purchase our US Teen Beauty Lifestages Market Report to receive a five-year forecast, consumer behaviour analysis, and recommendations for market opportunities. Readers of this report may also be interested in our US Gen Z: Online Shopping Behaviors Market Report 2024, or our range of Gen Z Market Research.
Brands Featured in the Full Report
Miles, Rile, btwn, Glossier, Rare Beauty, and many more.
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Expert Insights from a Mintel Analyst
This report, written by Joan Li, a leading research analyst, delivers in-depth commentary and analysis to highlight teen beauty trends and add expert context to the numbers.
Stakeholders must thread the needle of appealing to teen/tween priorities while providing peace-of-mind to guardians on safety, cost and age-appropriate messaging.
Joan Li
Senior Analyst – Beauty and Personal Care
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