“Beauty trends for younger consumers: beauty joins the youth club,” a blog post from Mintel’s director of global insight, beauty and personal care, Vivienne Rudd details the changing face of the tween/teen market, and how beauty brands are working to respond.
Rudd writes, “Most parents know how strong pester power can be, a problem that is compounded as children get older and more brand and trend-aware. In the US alone, the 20 million 8–12-year-olds are spending an estimated $30 billion of their own money and $150 million of their parents’ money in a year.
“This is something that the beauty industry has recognised and recent years have seen a rise in the tween and teen beauty and personal care market. Compared to the food industry, launch numbers remain relatively low, but even so beauty’s share of CPG launches for 5–17-year-olds has risen from 24.2% in 2010 to 28.1% in 2012.”
But what kind of beauty products are teens looking for? “Skincare is a big focus for many beauty brands, but there are few products formulated specifically for tweens. Instead, the emphasis is squarely on teen products that claim to help to prevent, clear or disguise blemishes,” Rudd notes. “Some products, however, [are] taking on adult claims. So, while TN Teen’s Nature Acerola Mist offers cooling and pore tightening effects with soothing aloe, linseed and okra, the South Korean product is also claimed to brighten the skin tone and provide anti-wrinkle action. Other products also acknowledge that teens are using adult-oriented products.”
Rudd continues, “Mexican company Arabela has launched Health Clean Desmaquillante Bifasico Teen’s, a make-up remover said to remove cosmetics from teens’ eyes and face while caring for their sensitive skin.
“Colour cosmetics excites most interest among tweens. Nail and lip products are classic entry points for girls aged 8-12, and the age is dropping all the time. Pink Angel Juicy Lipgloss from South African company Ackermans is said to be suitable for girls aged 7+, while UK-based Snails has created a child-friendly nail range that includes 3D Nail Stickers decorated with bows, tiaras, stars and hearts—all for ‘trendy mini divas.’
“Older tweens and younger teens are also buying into more adult and sophisticated facial colour products, encouraged by adult brands that have created sub-brands specifically for younger consumers. Polish make-up brand Inglot is a case in point. Its YSM (Young Skin Makeup) brand includes a cream foundation said to be ideal for young skin.
“This recruitment of younger tweens and teens will continue in the future. The average age of puberty for girls dropped from 12.5 in 1980 to 10.5 to 2010, while the average age for boys in the US now stands at 10. This raises the issue of younger adoption of personal care products, and Too Fruit picks up on this with a skincare range designed for children aged six–12, teaching them to care for their skin prior to puberty at a time when it is said to have insufficient sebum and a poor hydrolipidic film, leaving it vulnerable and in need of daily protection.
“The likelihood is that more brands will come on board with deodorants, skincare products, treatment make-up, shaving kits and haircare products that specifically target the increasing sophistication of pre-pubescents,” Rudd concludes, and Mintel will present more information on the tween/teen beauty market during an Innovation Zone presentation at in-cosmetics Asia 2013, taking place in Bangkok October 29-31, 2013.
