Report Summary

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

Table of Contents

  1. Executive Summary

    • What you need to know
    • Consumer trends: key takeaways
    • Market predictions
    • Opportunities
  2. 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
  3. 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
  4. 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
  5. Appendix

    • Consumer research methodology
    • Consumer research methodology (continued)
    • Generations
    • Abbreviations and terms

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