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Description

Description

Teens represent an increasingly diverse and open-minded population, and as a result are seeking more relatable spokespeople in BPC (beauty and personal care) advertising and communication. Teens are also tech-savvy and engage with BPC products and trends online while ultimately making purchases in-store, stressing the need for a seamless omnichannel experience.

This report examines the following issues:

  • Population of teens to experience declines while becoming increasingly diverse
  • Teen girls use fewer BPC products than women aged 18-34
  • Popularity of natural looks impacts usage of beauty products

This Report focuses on teen and tween girls and boys, aged 9-17, and their usage, attitudes, and behaviors toward the BPC category.

For the purposes of this Report, the following categories are included:

  • Color cosmetics (teen and tween girls only)
  • Nail products (teen and tween girls only)
  • Facial skincare (facial cleansing, lip care)
  • Fragrances (body sprays, perfume, cologne)
  • Haircare (hairstyling products, hair color, hair conditioners/treatment)

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Population of teens to experience declines while becoming increasingly diverse
            • Figure 1: Percent change of population aged 6-17, by race and Hispanic origin, 2016-21
          • Teen girls use fewer BPC products than women aged 18-34
            • Figure 2: Beauty and personal care product usage, among teen girls and women aged 18-34, April 2014-June 2015
          • Popularity of natural looks impacts usage of beauty products
            • Figure 3: Percentage of teens agreeing with appearance-related statements – Any agree (net)*, by gender and age, April 2014-June 2015
          • The opportunities
            • Capitalize on female empowerment trends, encourage self-expression
              • Figure 4: Reasons for using beauty and personal care products, February 2016
            • Celebrate diversity through nonstandard spokespeople, focus on authenticity
              • Figure 5: Interest in spokespeople, February 2016
            • Drive purchases by engaging with teens online and using innovative technology
              • Figure 6: Online behaviors – Yes responses, February 2016
            • What it means
            • The Market – What You Need To Know

              • Color cosmetics command high market share
                • Teens prefer natural look, less likely to use color cosmetics than women 18-34
                  • Despite limited income, teen girls willing to spend own money on make-up
                    • Teens today are more diverse, open-minded than in the past
                    • Market Breakdown

                      • Color cosmetics accounts for most sales in beauty and personal care
                        • Figure 7: Share of US retail sales of beauty products, by segment, at current prices, 2015
                      • Body care and deodorant, beauty accessories experience strongest gains
                        • Figure 8: Total US retail sales of beauty products, by segment, at current prices, 2013 and 2015
                    • Market Perspective

                      • BPC usage higher among teen girls, those with a smartphone
                        • Figure 9: Product usage, by household income, gender, age, Hispanic origin, area, and smartphone ownership, February 2016
                      • Teens find natural looks most relatable
                        • Figure 10: Correspondence analysis – Image descriptions – Girls, February 2016
                        • Figure 11: Correspondence analysis – Image descriptions – Boys, February 2016
                      • Correspondence analysis methodology
                        • Looking natural is important, though boys want to attract girls
                          • Figure 12: Percentage of teens agreeing with appearance-related statements – Any agree (net)*, by age and gender, April 2014-June 2015
                        • Teen girls less likely to use color cosmetics than women 18-34
                          • Figure 13: Beauty and personal care product usage, among teen girls and women aged 18-34, April 2014-June 2015
                          • Figure 14: Personal care product usage, among teen boys and men aged 18-34, April 2014-June 2015
                      • Market Factors – Teen Spending

                        • Decreases in teen employment lead to reliance on parents for purchases
                          • Figure 15: Teen employment, by gender and age, April 2014-June 2015
                        • Limited access to credit and debit cards impacts online shopping
                          • Figure 16: Teen debit and credit card ownership, by age, April 2014-June 2015
                        • Teens carry enough cash for small purchases, boding well for BPC
                          • Figure 17: How much money teens have in cash and in a bank/savings account, January-December 2014
                        • Teen girls willing to spend their own money on make-up
                          • Figure 18: Percentage of teen girls spending money on various categories, by age, April 2014-June 2015
                      • Market Factors – Teen Snapshot

                        • Teen population experiences slight declines
                          • Figure 19: US population by age, 2011-21
                        • Teen and tween population becomes increasingly diverse
                          • Figure 20: Population aged 6-17, by race and Hispanic origin, 2011-21
                        • Cell phone ownership is widespread, signifies higher use of BPC products
                          • Figure 21: Cell phone ownership, by gender and age, April 2014-June 2015
                        • Teens are more open-minded and accepting
                          • Figure 22: Attitudes toward diversity – Any agree, January-December 2014
                      • Key Initiatives – What You Need to Know

                        • Celebrities and female empowerment remain relevant, YouTube making an impact
                          • Popularity of natural look impacts color cosmetics, hairstyling products
                            • Diverse spokespeople and technology differentiate brands, retailers
                            • What’s In?

                              • Themes of female empowerment directed at teens
                                • Figure 23: Becky G Shares her #GirlsCan Story | CoverGirl, 2014
                                • Figure 24: Always #LikeAGirl - Girl emojis, 2016
                                • Figure 25: Sales of select beauty and personal care products using advertising themes of female empowerment, 2015
                              • YouTube, vloggers as an advertising tool
                                • Figure 26: Jaclyn Hill demonstrates the BECCA champagne glow palette, available exclusively at Sephora, 2015
                              • Celebrities remain relevant
                                • Natural look popular among teens, boys more invested in hairstyling
                                  • Figure 27: Teen girls usage of select beauty and personal care products, April 2010-June 2015
                                  • Figure 28: Teen boys usage of select personal care products, April 2010-June 2015
                                • “Splurge and save” mentality impacts brand usage, Maybelline reaches teens
                                  • Figure 29: Teen make-up brand usage, among girls, April 2010-June 2015
                                  • Figure 30: Sales of select products from brands resonating with teens, 2015
                              • What’s Out?

                                • Influence of trends among teen girls having negative impact on select segments
                                    • Figure 31: Teen girls usage of select personal care products, April 2010-June 2015
                                  • Direct sales, mass brands struggle to reach teens
                                    • Figure 32: Teen make-up brand usage among girls – Select declining brands, April 2010-June 2015
                                • What’s Next?

                                  • Unique social media, online marketing strategies attract teens
                                    • BPC market becomes more saturated as new entrants appeal to teens
                                      • As the teen population grows more diverse, so will products and spokespeople
                                        • Technology more prevalent to reach tech-savvy teens
                                          • Figure 33: Rebecca Minkoff Connected Store Demo, 2014
                                      • The Consumer – What You Need to Know

                                        • Older teen girls drive usage of BPC products
                                          • BPC products used for empowerment – not to satisfy others
                                            • Samples, impulse buys drive teen BPC purchases
                                              • Teens seek spokespeople whom they can relate to
                                                • Teens enjoy shopping in-store, rely on money from parents
                                                  • YouTube influences teens, social media used to share BPC experiences
                                                  • Product Usage

                                                    • Teen girls report widespread use of nail polish, eye make-up
                                                      • Figure 34: Teen usage of select beauty and personal care products, April 2014-June 2015
                                                    • Teen girls drive product usage of unisex items
                                                      • Figure 35: Teen usage of select beauty and personal care products, by gender, April 2014-June 2015
                                                    • Female usage of beauty items increases with age
                                                      • Figure 36: Teen usage of select beauty and personal care products among girls, by age, April 2014-June 2015
                                                    • Lip care products popular among kids, females 9-11 drive usage
                                                      • Figure 37: Kids usage of select beauty and personal care products, by gender and age, April 2014-June 2015
                                                  • Reasons for Using BPC Products

                                                    • Teens use BPC products for themselves – not to satisfy others
                                                      • Figure 38: Reasons for using beauty and personal care products, February 2016
                                                    • Teen girls empowered by using BPC products
                                                      • Figure 39: Reasons for using beauty and personal care products, by gender, February 2016
                                                    • Hispanic teens feel pressure to look good
                                                      • Figure 40: Reasons for using beauty and personal care products, by Hispanic origin, February 2016
                                                  • Purchase Drivers

                                                    • Samples, impulse buys drive teen BPC purchases
                                                      • Figure 41: Purchase drivers, February 2016
                                                    • Teens minimize the influence of celebrities
                                                      • Teenage girls want hands-on experience with a product, boys rely on ads
                                                        • Figure 42: Purchase drivers, by gender, February 2016
                                                      • Hispanic teens embrace influence of the media
                                                        • Figure 43: Purchase drivers, by Hispanic origin, February 2016
                                                    • Interest in Spokespeople

                                                      • Teens seek relatable spokespeople
                                                        • Figure 44: Interest in spokespeople, February 2016
                                                      • Teenage boys influenced by celebrities, girls look for “real” people
                                                        • Figure 45: Interest in spokespeople, by gender, February 2016
                                                      • Hispanic teens influenced by celebrities, emphasize race
                                                        • Figure 46: Interest in spokespeople, by Hispanic origin, February 2016
                                                    • Purchase Habits

                                                      • Parents have a strong influence on teen BPC purchases
                                                        • Teens rely on, and enjoy, shopping in-store
                                                          • Celebrity influence not as strong as the influence of friends and family
                                                            • Figure 47: Purchase habits – Agree responses, February 2016
                                                          • Hispanics drawn to celebrity products
                                                            • Figure 48: Purchase habits – Agree responses, by Hispanic origin, February 2016
                                                        • Online Behaviors

                                                          • YouTube tutorials effective in reaching teens
                                                            • Figure 49: Natural Nude Glow Make-up Tutorial | Giselle Ugarte & CoverGirl, 2016
                                                          • Teens use social media to share their experiences
                                                            • Figure 50: Online behaviors – Yes responses, February 2016
                                                          • Online makes an impact for Hispanic teens
                                                            • Figure 51: Online behaviors – Yes responses, by Hispanic origin, February 2016
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Consumer survey data
                                                              • Abbreviations and terms
                                                                • Abbreviations
                                                                  • Terms
                                                                  • Appendix – Market

                                                                      • Figure 52: Image descriptions – Girls, February 2016
                                                                      • Figure 53: Image descriptions – Boys, February 2016
                                                                      • Figure 54: Percent of teens spending money on various categories, by gender and age, April 2014-June 2015
                                                                  • Appendix – Key Initiatives

                                                                      • Figure 55: Teen make-up brand usage, among girls, April 2014-June 2015
                                                                      • Figure 56: Teen nail polish/nail care brand usage, among girls, April 2014-June 2015
                                                                      • Figure 57: Teen facial skincare brand usage, April 2014-June 2015
                                                                      • Figure 58: Teen hairstyling brand usage, April 2014-June 2015
                                                                      • Figure 59: Base sizes for teen make-up brand usage, among girls, April 2010-June 2015
                                                                      • Figure 60: Base sizes for teen make-up brand usage among girls – Select declining brands, April 2010-June 2015
                                                                  • Appendix – Consumer

                                                                      • Figure 61: Teen lipstick and lip gloss types used among girls, by age, April 2014-June 2015
                                                                      • Figure 62: Teen hairstyling types usage, by gender, April 2014-June 2015
                                                                      • Figure 63: Beauty and personal care product usage among women aged 18-34, April 2010-June 2015
                                                                      • Figure 64: Teen aftershave lotion/cologne types used among boys, April 2010-June 2015
                                                                      • Figure 65: Teen hairstyling product types used among boys, April 2010-June 2015
                                                                      • Figure 66: Personal care product usage among men aged 18-34, April 2010-June 2015

                                                                  About the report

                                                                  This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                  • The Consumer

                                                                    What They Want. Why They Want It.

                                                                  • The Competitors

                                                                    Who’s Winning. How To Stay Ahead.

                                                                  • The Market

                                                                    Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                  • The Innovations

                                                                    New Ideas. New Products. New Potential.

                                                                  • The Opportunities

                                                                    Where The White Space Is. How To Make It Yours.

                                                                  • The Trends

                                                                    What’s Shaping Demand – Today And Tomorrow.

                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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