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Fashion Group International Hosts Expert Panel

By: Nancy Jeffries
Posted: October 5, 2006

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“Teens are very brand loyal—and start to develop that loyalty at age 12 and establish it by the age of 16,” said Schulz. Teens also are attracted to causal marketing, in which issues concerning the environment or animals generally appeal to their desire to give back and lend support. Schulz cited the MAC AIDS awareness campaign and its success. Lacher noted the growing area of personal care for teenage boys, observing, “Teen boys love hair products and skin care. This market didn’t really exist five years ago.” She said teen tastes change as they mature, noting, “In cosmetics and fragrance, you’ll see teens graduate to Chanel, for example, and out of certain purchases they made as teens.”