Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market factors
- Growth among kids, Hispanic population should benefit teen and tween market
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- 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
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- Figure 3: Tween personal care product use, by gender, October 2011-November 2012
- Cell phone ownership impacts product usage
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- 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
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- 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
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- 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
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- Figure 7: Trend information sources, June 2013
- Boosting confidence, functionality drive product usage among teens and tweens
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- Figure 8: Reasons for product usage, June 2013
- What we think
Issues and Insights
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- 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
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- Trend: Man in the Mirror
- Trend: Attention Economy
- Mintel Futures: Generation Next
Market Drivers
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- Growth in teen and tween market being driven by Hispanic population
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- Figure 9: U.S. population by age, 2008-18
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- Figure 10: Presence and age of children in household, by Hispanic origin, 2011
- Earlier onset of puberty
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- 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
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- 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
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- Figure 14: Any usage of personal care products, among boys, by cell phone ownership, June 2013
Facial Makeup Usage—Girls
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- Key points
- BB creams impacting facial makeup category
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- Figure 15: Usage of facial makeup and bb cream, among girls, June 2013
- Usage of facial makeup increases with age
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- Figure 16: Use of facial makeup by age, any and regular use*, among girls June 2013
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- Figure 17: Use of bb creams by age, any and regular use*, among girls, June 2013
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- 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
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- 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
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- Figure 21: Reasons for product usage, among girls, by frequent usage of facial makeup and bb cream, June 2013
Eye Makeup Usage—Girls
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- Key points
- Eye makeup use increases with age
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- 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
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- 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
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- Figure 25: Reasons for product usage, among girls, by regular usage of eye makeup, June 2013
Lip Makeup Usage—Girls
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- Key points
- Majority of teen and tween girls use lip makeup
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- Figure 26: Usage of lip makeup, among girls, June 2013
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- Figure 27: Use of lip makeup by age, any and regular use*, among girls, June 2013
- Lip gloss is most used format
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- Figure 28: Types of lip makeup used, among girls, October 2011-November 2012
Nail Product Usage—Girls
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- Key points
- Nail products are “must have” items for teen and tween girls
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- Figure 29: Usage of nail products, among girls, June 2013
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- Figure 30: Use of nail products by age, any and regular use*, among girls, June 2013
- Creating different looks important to nail product users
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- Figure 31: Reasons for product usage, among girls, by regular use of nail products, June 2013
Personal Care Product Usage—Girls
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- Key points
- Teen and tween girls motivated by acne treatment and prevention
- Majority of girls use body spray
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- Figure 32: Usage of personal care products, among girls, June 2013
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- Figure 33: Regular* usage of personal care products, among girls, by age, June 2013
- Figure 34: Reasons for using facial cleansing, among girls, by age, October 2011-November 2012
- Hairstyling products more likely to be used on occasional basis
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- Figure 35: Types of hairstyling products used, among girls, by age, October 2011-November 2012
Personal Care Product Usage—Boys
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- Key points
- Facial cleansers, body sprays are most used items among teen and tween boys
- Treating acne is a priority
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- Figure 36: Usage of personal care products, among boys, June 2013
- Figure 37: Regular* usage of personal care products, among boys, by age, June 2013
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- Figure 38: Reasons for using facial cleansing, among boys, by age, October 2011-November 2012
- Gel is most used hairstyling product among boys
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- Figure 39: Types of hairstyling products used, among boys, by age, October 2011-November 2012
Leading Brands
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- Key points
- CoverGirl, Avon, and Maybelline are most used color cosmetics brands
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- Figure 40: Total U.S. retail sales and forecast of color cosmetics, at current prices, 2008-18
- Figure 41: Teen makeup brand usage, among girls, October 2011-November 2012
- Teen girls turning to Sally Hansen for nail care
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- Figure 42: Total U.S. retail sales and forecast of nail color and care, at current prices, 2007-17
- Figure 43: Brands of nail polish/nail care used, among girls, October 2011-November 2012
- Boys and girls use TRESemmé, Suave for hairstyling products
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- Figure 44: Sales and forecast of hairstyling products and spray/spritz, at current prices, 2007-17
- Figure 45: Brands of hairstyling products used, October 2011-November 2012
- Facial skincare brands that promote clean, acne-free skin popular among teens
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- Figure 46: Sales and forecast of facial cleansers and acne treatments, at current prices, 2007-17
- Figure 47: Brands used of facial cleansing, October 2011-November 2012
Innovations and Innovators
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- Nail products
- Fragrance
- Teen beauty boxes
Marketing Strategies
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- Overview of the brand landscape
- Strategy: Targeting teens and tweens with famous faces and pop culture
- Justin Bieber
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- Figure 48: Justin Bieber Girlfriend Floor Stand and Fragrance Counter Tester, July 2013
- CoverGirl
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- Figure 49: CoverGirl website featuring NERVO
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- Figure 50: CoverGirl print ad featuring The Capitol Collection, May 2013
- Strategy: The desire for clear skin
- CoverGirl
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- Figure 51: CoverGirl TV commercial, “Be You,” June 2012
- Clean & Clear
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- Figure 52: Clean & Clear TV commercial, “Jump Wash,” May 2013
- Clearasil
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- Figure 53: Clearasil TV commercial, “Yeah It’s Fast,” March 2013
- Strategy: Integrating social media into a brand strategy
- e.l.f. Cosmetics
- Willa
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- Figure 54: Willa website screen shot
- Not Your Mother’s
Purchase Decision Maker—Girls
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- Key points
- Girls more involved in brand selection for body sprays and makeup
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- Figure 55: Purchase decision making, among girls, June 2013
- Older teens more likely to be responsible for brand selection
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- Figure 56: Purchase decision making—primary decision maker*, among girls, by age, June 2013
- Cell phone ownership impacts product usage
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- Figure 57: Purchase decision making—primary decision maker*, among girls, by cell phone ownership, June 2013
Purchase Decision Maker—Boys
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- Key points
- Boys involved in brand selection of body sprays
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- Figure 58: Purchase decision making, among boys, June 2013
- Age impacts brand selection
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- Figure 59: Purchase decision making—primary decision maker*, among boys, by age, June 2013
- Cell phone ownership factors into product usage
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- Figure 60: Purchase decision making—primary decision maker*, among boys, by cell phone ownership, June 2013
Sources for Product and Trend Information
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- Key points
- Teens and tweens rely on friends for product and trend information
- TV is a valued source of information for boys and girls
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- Figure 61: Trend information sources, by gender, June 2013
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- Figure 62: Trend information sources, by gender and age, June 2013
- Connected teens and tweens more likely to turn to online information sources
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- Figure 63: Trend information sources, by cell phone ownership, June 2013
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- Figure 64: Trend information sources, by mobile app cell phone usage, June 2013
Influence of Technology
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- Key points
- Teens and tweens using technology to find deals
- Older teen girls more likely to use technology to interact with category
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- Figure 65: Technology use, by gender, June 2013
- Figure 66: Technology use, by gender and age, June 2013
- Cell phone and mobile app users more likely to use technology to engage with category
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- Figure 67: Technology use, by cell phone ownership, June 2013
- Figure 68: Technology use, by mobile app cell phone usage, June 2013
Shopping for Beauty and Personal Care Products
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- Key points
- Parents play a big role in how teens and tweens are shopping
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- Figure 69: Shopping behaviors, by gender, June 2013
- Girls influenced by their friends when shopping
- Older teen girls most likely to be making their own purchase decisions
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- Figure 70: Shopping behaviors, by gender and age, June 2013
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- Figure 71: Shopping behaviors, by spending money source, June 2013
Reasons for Using Beauty and Personal Care Products
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- Key points
- Product usage translates to confidence for nearly half of teens and tweens
- Boys highly motivated by functionality
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- Figure 72: Reasons for product usage, by gender, June 2013
- Influence of peers more likely to impact tweens and younger teens
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- Figure 73: Reasons for product usage, by gender and age, June 2013
- Majority of teens prefer a natural look
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- Figure 74: Attitudes toward appearance, by gender and age, October 2011-November 2012
Race and Hispanic Origin
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- Key points
- White teen and tween girls are heavier users of facial and eye cosmetics
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- Figure 75: Any usage of beauty and personal care products, among girls, by race and Hispanic origin, June 2013
- Figure 76: Use of foundation/concealer and eye shadow/eyeliner/eyebrow pencil, among girls, by race/Hispanic origin, October 2011-November 2012
- Usage of hairstyling products driven by other racial groups
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- Figure 77: Types of hairstyling products used, by race/Hispanic origin, October 2011-November 2012
- Non-white teen and tween boys report above average use of body spray
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- Figure 78: Any usage of beauty and personal care products, among boys, by race and Hispanic origin, June 2013
Appendix – Other Useful Consumer Tables
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- Product usage—girls
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- Figure 79: Any usage of beauty and personal care products, among girls, by weekly spend, June 2013
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- Figure 80: Reasons for product usage, among girls, by frequent usage of beauty and personal care products—part one, June 2013
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- Figure 81: Reasons for product usage, among girls, by frequent usage of beauty and personal care products—part two, June 2013
- Product usage—boys
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- Figure 82: Any usage of personal care products, among boys, by weekly spend, June 2013
- Leading brands
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- Figure 83: Brands of foundation/concealer used, among girls, by age, October 2011-November 2012
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- Figure 84: Brands of blusher/bronzer used, among girls, by age, October 2011-November 2012
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- Figure 85: Brands of mascara used, among girls, by age, October 2011-November 2012
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- Figure 86: Brands of eye makeup used, among girls, by age, October 2011-November 2012
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- Figure 87: Brands of lipstick and lip gloss used, among girls, by age, October 2011-November 2012
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- Figure 88: Brands of nail polish/nail care used, among girls, by age, October 2011-November 2012
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- Figure 89: Brands of hairstyling products used, by gender and age, October 2011-November 2012
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- Figure 90: Brands used of facial cleansing, by gender and age, October 2011-November 2012
- Purchase decision maker—girls
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- Figure 91: Purchase decision making—Primary decision maker, among girls, by race and Hispanic origin, June 2013
- Purchase decision maker—boys
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- Figure 92: Purchase decision making—Primary decision maker, among boys, by race and Hispanic origin, June 2013
- Sources for product and trend information
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- Figure 93: Trend information sources, by race and Hispanic origin, June 2013
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- Figure 94: Trend information sources, by weekly spend, June 2013
- Influence of technology
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- Figure 95: Technology use, by race and Hispanic origin, June 2013
- Shopping for beauty and personal care products
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- Figure 96: Shopping behaviors, by cell phone ownership, June 2013
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- Figure 97: Shopping behaviors, by mobile app cell phone usage, June 2013
- Reasons for using beauty and personal care products
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- Figure 98: Reasons for product usage, by cell phone ownership, June 2013
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- Figure 99: Reasons for product usage, by weekly spend, June 2013
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- Figure 100: Reasons for product usage, by race and Hispanic origin, June 2013
Appendix – Trade Associations
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