Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
Executive Summary
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- What influences teenagers to buy
- The cosmetics and toiletries market in perspective
- Which brands target teenagers?
- Advertising and promotion
- Boots and grocers battle it out
- Teenage girls are sophisticated consumers
- Future groomers in teenage boys
- The future
Market Drivers
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- Population shifts
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- Figure 1: Trends and projections in UK population, by age group, 1999-2008
- 15-19s to increase
- Dual income fuels spending
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- Figure 2: PDI and consumer expenditure, at constant 1999 prices, 1999-2008
- Growing up, growing expenses
- Trends in pocket money
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- Figure 3: Average weekly income of 7-14-year-olds, by gender and age group, 2001-03
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- Figure 4: Average monthly income of 15-16-year-olds, by gender and age group, 2001-03
- The fight for teen spending
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- Figure 5: How 11-16-year-olds spend their money, by age group, 2003
- Utilising the competition
- It’s a girl thing
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- Figure 6: How 11-16-year-olds spend their money, by gender, 2003
- 15-16s splash out on appearance
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- Figure 7: Average weekly spend, 11-16-year-olds, by age group, 2003
- Generation text
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- Figure 8: Mobile phone usage and ownership among 7-19-year-olds, by gender and age group, 2003
- Window-shopping and peer pressure
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- Figure 9: Leisure activities in the past seven days, 11-19-year-olds, by age group and gender, 2003
- Skin deep
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- Figure 10: Perceived skin condition, 11-19-year-olds, by gender and age group, 2003
- Weapon of choice
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- Figure 11: Method used to clean the skin, 11-19-year-olds, by gender and age group, 2003
- Crowning glory
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- Figure 12: Perceived hair condition, 11-19-year-olds, by gender and age group, 2003
- Boys just want to be normal
Market Overview and Trends
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- Growth for grooming
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- Figure 13: UK retail sales of cosmetics and toiletries, 1999-2004
- Haircare dominates
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- Figure 14: UK retail sales of cosmetics and toiletries, by sector, 2001 and 2003
- Promotion and endorsement
- An industry driven by surface values
Market Segmentation
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- The hair and now
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- Figure 15: UK retail sales of haircare, 1999-2004*
- Hair expression
- Make-up momentum
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- Figure 16: UK retail sales of make-up, 1999-2004
- Teenage trends mean extra spend
- The male grooming trend
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- Figure 17: UK retail sales of men’s grooming products, 1999-2004
- Clean living
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- Figure 18: UK retail sales of soap, bath and shower products, 1999-2004
- Novelty drives fragrance
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- Figure 19: UK retail sales of women’s fragrance, 1999-2004
- The sweet smell of success
- Getting fresh
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- Figure 20: UK retail sales of women’s deodorants and bodysprays, 1999-2004
- Face value
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- Figure 21: UK retail sales of facial skincare, 1999-2004
- Hand and body
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- Figure 22: UK retail sales of hand and bodycare products, 1999-2004
The Supply Structure
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- Bridging the gap
- Brands which target teenagers by sector
- Hair colourants
- L'Oréal gets teen-specific
- Hair styling
- Finely tuned targets
- Skincare
- Make-up
- Digging deeper
- Female bodysprays
- Evolving a brand
- Fine fragrance
- Men’s toiletries
- Has salience saturated the market?
Advertising and Promotion
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- Above the line
- NPD lifts support spend
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- Figure 23: Main monitored media advertising expenditure on cosmetics and toiletries, 1999-2004
- Beauty aids top the bill
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- Figure 24: Main monitored media advertising expenditure on cosmetics and toiletries, by sector, 2003
- High spend for hygiene
- Competition drives hair spend
- P&G vs L'Oréal
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- Figure 25: Top spenders on grooming products, 2003
- Below the line
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- Figure 26: Examples of below-the-line promotions undertaken on cosmetics, July 2004
New Product Development
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- Figure 27: UK – Health and beauty product launches by category, March 2003-February 2004
- New product briefs
- Haircare
- Cosmetics
- Deodorant
- Fragrance
- Skincare
- Soap, bath and shower
- Shaving and depilatories
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Distribution
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- Grocers continue to make inroads
- Tesco on toiletries
- Boots fights to stay in the game
- New concepts
- Own-label and new labels
- Superdrug appeals to teenagers
- Department stores stay premium
- Specialist retailers
- Lush Cosmetics Ltd
- The Perfume Shop
- Sephora
- The Body Shop
The Consumer – 7-14-year-olds
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- Grooming habits start with 7-10-year-olds
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- Figure 28: Usage of toiletries among 7-10-year-old boys and girls, by age group, 2003
- Girls dominate toiletries
- Teen grooming
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- Figure 29: Frequency of usage of shower gels among 11-14-year-old boys and girls, 2003
- Deodorant – the teenage essential
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- Figure 30: Frequency of usage of deodorants among 11-14-year-old boys and girls, by age group, 2003
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- Figure 31: Type of deodorant used, by 11-14-year-old boys and girls, by age group, 2003
- Would a teen by any other name smell as sweet?
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- Figure 32: Frequency of aftershave/male fragrance usage among 11-14-year-old boys, by age group, 2003
- Girls dominate fragrance
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- Figure 33: Frequency of bodyspray usage among 11-14-year-old girls, by age group, 2003
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- Figure 34: Frequency of perfume usage among 11-14-year-old girls, by age group, 2003
- Spot the biggest users
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- Figure 35: Frequency of usage of spot cream among 11-14-year-old boys and girls, by age group, 2003
- Face facts
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- Figure 36: Frequency of usage of medicated face washes and wipes among 11-14-year-old boys and girls, by age group, 2003
- Girls and skincare
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- Figure 37: Frequency of usage of selected skincare products among 11-14-year-old girls, by age group, 2003
- Prone to pampering
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- Figure 38: Frequency of usage of selected skincare products among 11-14-year-old girls, by age group, 2003
- More make-up – more remover
- Girls aged 11-14 – prime targets
- Fresh-faced
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- Figure 39: Usage of make-up and perfumes among 7-10-year-old girls, by age group, 2003
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- Figure 40: Frequency of face make-up usage among 11-14-year-old girls, by age group, 2003
- Body and soul
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- Figure 41: Frequency of body lotions and moisturiser usage among 11-14-year-old girls, by age group, 2003
- Suncare
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- Figure 42: Frequency of usage of suncare among 11-14-year-old boys and girls, by age group, 2003
- Incorporating the SPF
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- Figure 43: Usage of sunblock, aftersun and self-tanning cream/lotion/oil among 11-14-year-old boys and girls, by age group, 2003
- Crowning glory
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- Figure 44: Frequency of hair washing among 11-14-year-old boys and girls, 2003
- The battle against split ends
- Take two bottles into the shower?
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- Figure 45: Usage of shampoos and conditioners among 11-14-year-old boys and girls, 2003
- Type targeting
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- Figure 46: Preference for type of shampoo variant among 11-14-year-old boys and girls, 2003
- Maintaining appearance and machismo
- Gel use
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- Figure 47: Frequency of hair gel usage among 11-14-year-old boys, by age group, 2003
- Girl power
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- Figure 48: Frequency of hairstyling product usage among 11-14-year-old girls, by age group, 2003
- Colour up
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- Figure 49: Frequency of hair colourant usage among 11-14-year-old girls, by age group, 2003
- Detailed demographics – 11-14s
- Haircare
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- Figure 50: Separate conditioner usage among 11-14-year-old boys and girls, 2003
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- Figure 51: Length and style of hair among 11-14-year-old girls, 2003
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- Figure 52: Length and style of hair among 11-14-year-old boys, 2004
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- Figure 53: Frequency of usage of deodorants among 11-14-year-old boys and girls, by age group, 2003
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- Figure 54: Type of deodorant used, by 11-14-year-old boys and girls, by age group, 2003
- Make-up
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- Figure 55: Frequency of face make-up usage among 11-14-year-old girls, by age group, 2003
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- Figure 56: Frequency of eye make-up usage among 11-14-year-old girls, by age group, 2003
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- Figure 57: Frequency of lipstick and nail varnish usage among 11-14-year-old girls, by age group, 2003
- Hair removal
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- Figure 58: Frequency of hair removing among 11-14-year-old girls, by age group, 2003
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- Figure 59: Method of hair removal used by 11-14-year-old girls, by age group, 2003
The Consumer – 15-19-year-olds
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- Targeting opportunities for the older teenage girl
- Opportunities for cross-promotion
- Usage of cosmetics and toiletries by the older teenager
- Tan vs suncare
- Hair-aware
- Shower vs bath
- Fragrance use maintained
- Taking palettes to the masses
- Grooming teenage boys for future growth
- Moving on from soap and water
- Targeting shavers with problem skin
- Sunblock not cool enough
- Conditioner a lost cause?
- Aerosol addicts
- Detailed demographics – 15-19-year-olds
- Girls
- Facial cleansing and spot treatments
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- Figure 60: Frequency of usage of selected cleansing and spot treatments among 15-19-year-old girls, by age group, 2003
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- Figure 61: Frequency of usage of selected cleansers and moisturisers among 15-19-year-old girls, by age group, 2003
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- Figure 62: Frequency of usage of face packs and make-up remover among 15-19-year-old girls, by age group, 2003
- Bodycare
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- Figure 63: Frequency of usage of bodycare among 15-19-year-old girls, by age group, 2003
- Suncare
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- Figure 64: Frequency of usage of suncare among 15-19-year-old girls, by age group, 2003
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- Figure 65: Usage of aftersun, sunblock and self-tanning cream/lotion/oil among 15-19-year-old girls, by age group, 2003
- Haircare
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- Figure 66: Usage of shampoos and conditioners among 15-19-year-old girls, by age group, 2003
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- Figure 67: Separate conditioner usage among 15-19-year-old girls, by age group, 2003
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- Figure 68: Preference for type of shampoo variant among 15-19-year-old girls, by age group, 2003
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- Figure 69: Frequency of hairstyling product usage among 15-19-year-old girls, by age group, 2003
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- Figure 70: Length and style of hair among 15-19-year-old girls, by age group, 2003
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- Figure 71: Frequency of hairstyling product usage among 15-19-year-old girls, by length and style of hair, 2003
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- Figure 72: Frequency of hair colourant usage among 15-19-year-old girls, by age group, 2003
- Washing and deodorising
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- Figure 73: Frequency of shower gel usage among 15-19-year-old girls, by age group, 2003
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- Figure 74: Frequency of deodorant usage among 15-19-year-old girls, by age group, 2003
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- Figure 75: Deodorant format preferred among 15-19-year-old girls, by age group, 2003
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- Figure 76: Frequency of bodyspray usage among 15-19-year-old girls, by age group, 2003
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- Figure 77: Frequency of perfume usage among 15-19-year-old girls, by age group, 2003
- Make-up
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- Figure 78: Frequency of face make-up usage among 15-19-year-old girls, by age group, 2003
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- Figure 79: Frequency of eye make-up usage among 15-19-year-old girls, by age group, 2003
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- Figure 80: Frequency of lipstick and nail varnish usage among 15-19-year-old girls, by age group, 2003
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- Figure 81: Frequency of lip balm usage among 15-19-year-old girls, by age group, 2003
- Hair removal
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- Figure 82: Frequency of hair removal among 15-19-year-old girls, by age group, 2003
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- Figure 83: Preferred method of hair removal among 15-19-year-old girls, by age group, 2003
- Boys
- Face washes and spot treatments
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- Figure 84: Frequency of usage of medicated face washes and spot treatments among 15-19-year-old boys, by age group, 2003
- Suncare
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- Figure 85: Frequency of usage of suncare among 15-19-year-old boys, by age group, 2003
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- Figure 86: Usage of sunblock, aftersun and self-tanning cream/lotion/oil among 15-19-year-old boys, by age group, 2003
- Haircare
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- Figure 87: Usage of shampoos and conditioners among 15-19-year-old boys, by age group, 2003
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- Figure 88: Preference for type of shampoo variant among 15-19-year-old boys, by age group, 2003
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- Figure 89: Frequency of hair gel usage among 15-19-year-old boys, by age group, 2003
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- Figure 90: Length and style of hair among 15-19-year-old boys, 2003
- Shaving
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- Figure 91: Frequency of shaving among 15-19-year-old boys, by age group, 2003
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- Figure 92: Preferred method of shaving among 15-19-year-old boys, by age group, 2003
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- Figure 93: Preferred type of shaving product among 15-19-year-old boys, by age group, 2003
- Boys washing and deodorising
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- Figure 94: Frequency of shower gel usage among 15-19-year-old boys, by age group, 2003
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- Figure 95: Frequency of deodorant usage among 15-19-year-old boys, by age group, 2003
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- Figure 96: Deodorant format preferred among 15-19-year-old boys, by age group, 2003
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- Figure 97: Frequency of aftershave/male fragrance usage among 15-19-year-old boys, by age group, 2003
- Mixed results
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- Figure 98: Method of skin cleansing among 15-19-year-old boys, by condition of skin, 2003
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- Figure 99: Daily cleansing and moisturising among 15-19-year-old boys, by condition of skin, 2003
The Consumer: Assessing Attitudes and Enthusiasm
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- Figure 100: Agreement and disagreement with selected statements regarding self-image and appearance among 11-14-year-old boys and girls, by age group, 2003
- The rules of attraction
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- Figure 101: Agreement and disagreement with selected statements regarding self-image and appearance among 15-19-year-old boys and girls, by age group, 2003
- Ethical concerns
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- Figure 102: Agreement and disagreement with selected statements regarding the environment among 11-14-year-old boys and girls, by age group, 2003
- Older and wiser?
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- Figure 103: Agreement and disagreement with selected statements regarding the environment among 15-19-year-old boys and girls, by age group, 2003
- The decision-making process
- 11-14-year-old boys rely on parental influence
- All or nothing for suncare
- Girls take control
- Mid-teen girls trade up
- Targeting the older boys
- Boys decide on fragrance and freshness
- Assessing targets
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- Figure 104: Consumer typology groups for teenage cosmetic and toiletries use, 2003
- Self-conscious (36% of the sample)
- Trend Setters (26% of the sample)
- Individualists (15% of the sample)
- Unconcerned (22% of the sample)
- Usage of toiletries and cosmetics amongst girls aged 11-14
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- Figure 105: Cluster groups, 11-14-year-olds, by demographic sub-group, 2003
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- Figure 106: Cluster groups, 11-14-year-old girls, by usage of toiletries and cosmetics, 2003
- Fragrance bridges typologies
- Make-up dominates the fashion purchase
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- Figure 107: Cluster groups, 11-14-year-old girls, by average amount spent per month on beauty/haircare, 2003
- Natural beauty neglected
- Trend Setters want gel
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- Figure 108: Cluster groups, 11-14-year-old boys, by usage of toiletries, 2003
- Detailed demographics
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- Figure 109: Who decides the brands of medicated face washes and wipes used, by 11-14-year-old boys and girls, by age group, 2003
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- Figure 110: Who decides the brands of spot creams used, by 11-14-year-old boys and girls, by age group, 2003
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- Figure 111: The decision-making process for brands of selected skincare products used, by 11-14-year-old girls, by age group, 2003
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- Figure 112: Monthly expenditure on cleansers and moisturisers among 11-14-year-old girls, 2003
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- Figure 113: The decision-making process for brands of body lotions and moisturiser products among 11-14-year-old girls, by age group, 2003
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- Figure 114: The decision-making process for brands of suntan lotions, oils and creams for 11-14-year-old boys and girls, by age group, 2003
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- Figure 115: The decision-making process for brands of shampoo and conditioner for 11-14-year-old boys and girls, by age group, 2003
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- Figure 116: The decision-making process for brand of hair mousse/gel among 11-14-year-old boys, by age group, 2003
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- Figure 117: The decision-making process for brands of hair mousse/gel among 11-14-year-old girls, by age group, 2003
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- Figure 118: Monthly expenditure on haircare products among 11-14-year-old girls, 2003
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- Figure 119: The decision-making process for brands of shower gels for 11-14-year-old boys and girls, by age group, 2003
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- Figure 120: The decision-making process for brands of deodorants for 11-14-year-old boys and girls, by age group, 2003
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- Figure 121: The decision-making process for brands of perfume and bodysprays among 11-14-year-old girls, by age group, 2003
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- Figure 122: Expenditure on bottles of perfume among 11-14-year-old girls, 2003
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- Figure 123: The decision-making process for brands of aftershave/male fragrance among 11-14-year-old boys, by age group, 2003
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- Figure 124: Purchaser of make-up for 11-14-year-old girls, by age group, 2003
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- Figure 125: Monthly expenditure on make-up products among 11-14-year-old girls, 2003
- Who decides: older teenagers
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- Figure 126: The decision-making process for brands of selected facial skincare products among 15-19-year-old girls, by age group, 2003
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- Figure 127: The decision-making process for brands of selected cleansers and moisturisers among 15-19-year-old girls, by age group, 2003
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- Figure 128: The decision-making process for brands of body creams and lotions among 15-19-year-old girls, by age group, 2003
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- Figure 129: The decision-making process for brands of suntan lotions, oils and creams among 15-19-year-old girls, by age group, 2003
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- Figure 130: The decision-making process for brands of selected haircare products among 15-19-year-old girls, by age group, 2003
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- Figure 131: Monthly expenditure on haircare products among 15-19-year-old girls, 2003
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- Figure 132: The decision-making process for brands of shower gels and deodorants among 15-19-year-old girls, by age group, 2003
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- Figure 133: The decision-making process for brands of perfume and bodysprays among 15-19-year-old girls, by age group, 2003
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- Figure 134: Expenditure on bottles of perfume among 15-19-year-old girls, 2003
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- Figure 135: Purchaser of make-up for 15-19-year-old girls, by age group, 2003
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- Figure 136: Monthly expenditure on make-up products among 15-19-year-old girls, 2003
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- Figure 137: The decision-making process for brands of facial skincare products among 15-19-year-old boys, by age group, 2003
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- Figure 138: The decision-making process for brands of suntan lotions, oils and creams among 15-19-year-old boys, by age group, 2003
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- Figure 139: The decision-making process for brands of haircare products among 15-19-year-old boys, by age group, 2003
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- Figure 140: The decision-making process for brands of shaving products among 15-19-year-old boys, by age group, 2003
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- Figure 141: The decision-making process for brands of shower gels and deodorants among 15-19-year-old boys, by age group, 2003
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- Figure 142: The decision-making process for brands of aftershave/male fragrances among 15-19-year-old boys, by age group, 2003
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The Future
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- The missing link
- Increased impulse
- The future of unisex
- Waking up to the potential
- Broadening the base
Forecast
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- Overall market to grow
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- Figure 143: Forecast of the UK cosmetics and toiletries, at current prices, 2004-09
- Make-up dynamism
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- Figure 144: Forecast of selected cosmetics and toiletries, at current prices, 2004-09
- Facing the future
- Soap segmentation
- Body talk
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- Figure 145: Forecast of selected cosmetics and toiletries, at current prices, 2004-09
- The new boys’ toys
- Hair growth
- Retailers should do more in order to capture sales
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- Figure 146: Forecast of the UK cosmetics and toiletries, at 2004 prices, 2004-09
- Factors incorporated in forecast
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