Teens' and Tweens' Beauty and Personal Care - UK - June 2009

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.

Key themes

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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Consumer Attitudes and Behaviour
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Issues in the Market
- Key themes
- Definitions
- Terminology
Future Opportunities
- Observation from report
- I want it now culture
- Insight
- Observation from report
- Fear of affection
- Insight
Market in Brief
- Recession-proof teens
- Teens and technology
- Parental versus tween/teen spend on toiletries
- Teen brands are not all they use
- Products used by tweens/teens
- Advertising
Internal Market Environment
- Key points
- Pocket money
  - Figure 1: Money spent, by spend item, 2006-08
- Mobile phone ownership
  - Figure 2: Mobile phone ownership and usage, 2004-08
- Teens online
  - Figure 3: Internet usage amongst youths, 2004-08
- Magazine readership
  - Figure 4: Trends in magazine readership, 2004-08
- Do tweens really want to grow up fast?
- Mothers and daughters
Broader Market Environment
- Key points
- Age of growth
  - Figure 5: Trends in UK population, by gender and age, 2004-14
- Teen concerns
  - Figure 6: Trends in skin type, by gender, 2006-08
- - Figure 7: Trends in skin conditions and complaints, by gender, 2006-08
- Legislation and regulation
Competitive Context
- Key points
- Parental influence
- Generalist brands
- Price pressure
- Competitive spend items
Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
Who’s Innovating?
- Key points
  - Figure 8: Innovation trends in cosmetics and toiletries for teens and tweens, 2004-08
- Activity by category
  - Figure 9: Innovation in cosmetics and toiletries for teens and tweens, by category, 2006-08
- Manufacturers and brands
  - Figure 10: Leading innovators in cosmetics and toiletries for teens and tweens, 2006-08
- Innovative solutions
- Own-label catching up
  - Figure 11: Innovation in cosmetics and toiletries for teens and tweens, by branded and own-label, 2006-08
- Product positioning
  - Figure 12: Leading product positioning in cosmetics and toiletries for teens and tweens, 2006-08
Market Worth of Teens and Tweens
- Key points
- Innovation and scent target teens
  - Figure 13: Estimated spend on cosmetics and toiletries for or by teens and tweens, by sector, 2008
- Fickle teens go for funky and fashionable
- Style and self-expression captures interest
- Sensitivity to smell
- Spotted: A natural opportunity
Companies and Products
- - Figure 14: Teen and tween brand map, 2009
- Companies: Tween/teen brands including activity aimed at this age group
- Alberto Culver
- Beiersdorf
- Coty
- Mentholatum
- Procter & Gamble
- Reckitt Benckiser
- Unilever
- Own-label and retailer activity
- Boots
- Lush
- Niche teenage brands
- Amie
- Barry M
- Elizabeth’s Daughter
- Grace Your Face
Brand Communication and Promotion
- Key points
- Adspend activity
  - Figure 15: Cosmetics and toiletries advertising amongst main tween/teen magazine titles, 2005-09
  - Figure 16: Trends in magazine readership and internet use amongst 11-19-year-olds, 2004-08
- Adspend by advertiser
  - Figure 17: Leading cosmetics and toiletries advertisers in teen magazines, 2008
- Marketing themes
- Humour and confidence
- Experimental glamour
Channels to Market
- Key points
- Tweens/teenagers love shopping
- Teen retailing on the high street
- Future opportunities for bricks (and click) retailers
Usage and Frequency amongst Teens
- Key points
- Haircare
  - Figure 18: Usage of haircare products, by frequency, 2006-08
- Toiletries
  - Figure 19: Usage of toiletries products, by frequency, 2006-08
- Skincare
  - Figure 20: Usage of skincare products, by frequency, 2006-08
- Sun protection
- Cosmetics and perfume
  - Figure 21: Usage of cosmetics and perfume products, by frequency, 2006-08
Purchase and Purchase Influence
- Key points
- Scents of responsibility
  - Figure 22: Teen purchase or influence in purchase of toiletries, by gender, February 2009
- Girls are more engaged in choosing their toiletries
  - Figure 23: Purchase or influence in purchase of toiletries, by gender, February 2009
- Influence increases with age
- Ethnic differences
  - Figure 24: Teen purchase or influence in purchase of toiletries, by ethnic group, February 2009
- Pester power
  - Figure 25: Pester power and purchase influence, 2008
- Repertoire analysis
  - Figure 26: Repertoire of amount of say in the toiletry products used, February 2009
- Boys less likely to choose their own products
  - Figure 27: Repertoire of amount of say in the toiletry products used, by gender, February 2009
Influence on Product Use
- Key points
- Scent, spots and saving money
  - Figure 28: Decision-makers when using toiletries products, February 2009
- Image-consciousness
  - Figure 29: The importance of products that ‘get rid of spots’ as a purchase motivator, by ethnic group, February 2009
- Teenage concern
  - Figure 30: Difference in purchase motivations amongst teens aged 11-15 and 16-18, February 2009
- More potential in targeting online
Teen Attitudes Towards Toiletries
- Key points
- The swap, the shop
  - Figure 31: Attitudes towards toiletries amongst teens, February 2009
- Socialise and share
- Money no object
- Boys rely more on parents
Appendix
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Appendix – Internal Market Environment
- - Figure 32: Internet usage, by demographics, 2008
- Mobile phone usage, by demographics
  - Figure 33: Mobile phone usage, by demographics, 2008
Appendix – Usage and Frequency
- - Figure 34: Usage of cosmetics and toiletries products, by demographics, 2008
  - Figure 35: Usage of cosmetics and toiletries products, by demographics, 2008
Appendix – Purchase and Purchase Influence
- - Figure 36: Teen purchase or influence in purchase of toiletries, by demographic sub-group, February 2009
  - Figure 37: Teen purchase or influence in purchase of toiletries, by demographic sub-group, February 2009
- - Figure 38: Pester power and purchase influence, by product type, 2008
- Repertoire analysis
  - Figure 39: Amount of say in the toiletry products used, by repertoire of amount of say in the toiletry products used, February 2009
  - Figure 40: Important factors to use toiletry products, by repertoire of amount of say in the toiletry products used, February 2009
  - Figure 41: Shopping for toiletry products, by repertoire of amount of say in the toiletry products used, February 2009
  - Figure 42: Shopping for toiletry products, by repertoire of amount of say in the toiletry products used, February 2009
Appendix – Influence on Product Use
- - Figure 43: Decision-makers when using toiletries products, by demographic sub-group, February 2009
  - Figure 44: Decision-makers when using toiletries products, by demographic sub-group, February 2009
Appendix – Teen Attitudes Towards Toiletries
- - Figure 45: Attitudes towards toiletries amongst teens, by demographic sub-group, February 2009
  - Figure 46: Attitudes towards toiletries amongst teens, by demographic sub-group, February 2009