Teens' and Tweens' Beauty and Personal Care - UK - June 2009
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Interest in cosmetics and toiletries starts from a young age, with the under-13s using products to give them confidence and make them appear older than their years. Few beauty and grooming brands specifically target tweens/teenagers, although they have considerable purchasing power with many using a wide repertoire of products. The tween/teenage demographic could be just the right target for beauty brands looking for growth during these recessionary times.
Tweens/teenagers are part of the digital revolution and are at ease with modern technology. This impacts the way in which they are influenced to try to buy new products.
The influence of parents on their children’s purchasing/usage of cosmetics and toiletries.
Toiletries and cosmetics compete with a wide range of other items on which tweens/teenagers are expected to spend their pocket money/allowance.
Growth in teen-targeted skincare brands.
Tween/teenage brands are strong in some sectors (eg cosmetics) but lacking in toiletries categories.
Teens and tweens are less affected by the economic slowdown than other demographic groups and this presents strong opportunities for growth.
Today’s teens and tweens have grown up in a multimedia society where products are not only sold in-store. Evaluate successful distribution strategies to target this demographic.
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