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“Teens spend $209 billion of what they call their own money, which makes them a force to reckon with,” said Brown.
Lacher noted that entertainment and clothes are the two biggest spending categories for teens. In addition, the teen market is said to be a bundle of contradictions, according to Lacher, who observed teens exert their spending power at box-stores as well as upscale boutiques.
“Beauty products are still considered a fashion product, and obviously fragrance is all about style and the statement you want to make about yourself,” said Schulz. She cited the Britney Spears voice mail campaign in which teens were left messages on their cell phones urging them to go out and buy Britney’s fragrance Curious. According to Schulz, the campaign was a huge success.
“Getting to teens requires a fine balance between being aggressive and authentic,” said Lacher.