Tween and Teen Beauty Engagement Bouncing Back
Posted: May 21, 2012
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“Far from the fickle and fiscally carefree image most adults associate with tweens and teens, youth consumers continue to be price-conscious and savvy shoppers like their older counterparts. These traits are reflected in their behavior as they continue to look for discount offers, and display less willingness to pay full price for beauty products,” said Karen Grant, vice president and senior global industry analyst, The NPD Group.
“However, it’s not only about the lowest prices. It’s about why they fell they are getting in return for their money that influences their choices. The overwhelming majority of girls 8-12 years old tells us that they look to their parents and siblings to see what beauty products they are using and that helps them decide what to buy and use. This underscores the importance of brands building strong emotional connections with consumers and staying connected. In some sense, love for beauty products and brands can be thought of as family heirlooms, passed on from generation to generation,” ended Grant.