The teens and tweens beauty market holds a unique position within the health and beauty industry. While most of the products are mature staples such as nail polish or lip gloss, the consumers (young girls) are ushered into their initial “grown-up” beauty purchases. Manufacturers have a small window of opportunity to initiate interest and create lasting impressions on younger shoppers in order to foster long-term relationships.

This challenge involves both attracting young attention, and winning crucial parent approval. Because most parents are facing the KGOY (kids growing older younger) phenomenon, there is distinct pressure to keep children young for as long as possible. In the beauty arena this can either mean seeking out age-specific products (i.e. those with specific child-friendly branding) or delaying these “adult” purchases altogether. In order to better understand how these initial purchases are made, Mintel examines the factors surrounding the tween/teen beauty market including the following topics:

Exploration of the emerging trends, including green items, as well as the role that social networking plays in promoting brands specifically aimed at teens, as well as those co-opted by a teen audience

Analysis of product trends in light of consumer attitudes towards brands, marketers, and retailers

A look at advertising aimed at the teen and tween beauty market category overall

An in-depth look at the current composition of teen and tween beauty market consumers and their needs