Capturing the attention of the
multitasking and often distracted teen and tween audience creates challenges
for marketers. Ultimately, capitalizing on teens’ and tweens’ proclivity for
sharing information while ‘influencing the influencer’ will be a winning
strategy for beauty and personal care brands.
To
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TABLE OF CONTENT
Scope and Themes
What you need to know
Definition
Data sources
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Market factors
Growth among kids, Hispanic
population should benefit teen and tween market
Figure 1: U.S. population, by age,
2013 and 2018
Figure 2: Presence and age of
children in household, by Hispanic origin, 2011
Earlier onset of puberty
Figure 3: Tween personal care
product use, by gender, October 2011-November 2012
Cell phone ownership impacts product
usage
Figure 4: Teen cell/wireless phone
ownership, by age and gender, October 2010-November 2011
The consumer
Use of nail products is nearly
universal among teen and tween girls
Figure 5: Any and regular use of
beauty and personal care products, among girls, June 2013
Facial cleansers, body spray are
most used items among teen and tween boys
Figure 6: Any and regular use of
personal care products, among boys, June 2013
Teens and tweens rely on friends for
product and trend information
Figure 7: Trend information sources,
June 2013
Boosting confidence, functionality
drive product usage among teens and tweens
Figure 8: Reasons for product usage,
June 2013
What we think
Issues and Insights
How can marketers capture the
attention of the distracted teen and tween audience?
Issues
Implications: Leverage the power of
information sharing, creative product placement in advertising
How are social media and technology
impacting how teens and tweens engage with the category?
Issues
Implications: Convert online
browsers into in-store shoppers with promotional incentives
Who/what influences purchase
decisions and how can marketers best use this information to target teens and
tweens?
Issues
Implications: Engage peer group,
parents when marketing to teens and tweens
Trend Applications
Trend: Man in the Mirror
Trend: Attention Economy
Mintel Futures: Generation Next
Market Drivers
Growth in teen and tween market
being driven by Hispanic population
Figure 9: U.S. population by age,
2008-18
Figure 10: Presence and age of
children in household, by Hispanic origin, 2011
Earlier onset of puberty
Figure 11: Tween personal care
product use, by gender, October 2011-November 2012
Limited access to credit cards
impacts teen and tween spending power
Cell phone ownership
Figure 12: Teen cell/wireless phone
ownership, by age and gender, October 2010-November 2011
Figure 13: Any usage of beauty and
personal care products, among girls, by cell phone ownership, June 2013
Figure 14: Any usage of personal
care products, among boys, by cell phone ownership, June 2013
Facial Makeup Usage—Girls
Key points
BB creams impacting facial makeup
category
Figure 15: Usage of facial makeup
and bb cream, among girls, June 2013
Usage of facial makeup increases
with age
Figure 16: Use of facial makeup by
age, any and regular use*, among girls June 2013
Figure 17: Use of bb creams by age,
any and regular use*, among girls, June 2013
Figure 18: Use of
foundation/concealer, among girls, by age, 2011-12
Figure 19: Use of blush/bronzer,
among girls, by age, 2011-12
Working teens more likely to be
using facial makeup
Figure 20: Any usage of facial
makeup and bb cream, among girls, by spending money source, June 2013
Feeling confident, covering acne are
important to teen facial cosmetic users
Figure 21: Reasons for product
usage, among girls, by frequent usage of facial makeup and bb cream, June 2013
Eye Makeup Usage—Girls
Key points
Eye makeup use increases with age
Figure 22: Usage of eye makeup,
among girls, June 2013
Figure 23: Use of eye makeup by age,
any and regular use*, among girls, June 2013
Mascara is most used format
Figure 24: Use of mascara and eye
shadow/liner/pencil, among girls, by age, October 2011-November 2012
Eye makeup users interested in
creating different looks
Figure 25: Reasons for product
usage, among girls, by regular usage of eye makeup, June 2013
Contact
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