Cosmetic companies say it loud to reach teen market

By Simon Pitman

- Last updated on GMT

Related tags Adolescence

With teenage cosmetics making the headlines on a number of
occasions in recent weeks, thought it was time
to have a look at some of the latest launches that are helping to
fuel significant growth in this category.

Currently the US teenage population is estimated to be 33 million. A combination of unprecedented spending power combined with the fact that this group is hungrier than ever to follow fashions and trends, means that marketers are dipping into a field of potentially rich pickings.

According to Euromonitor​, sales of cosmetics and toiletry products currently account for approximately 20 per cent of the total €4.56 billion - around $910,000 - making this group an established and important consumer market.

Many manufacturers hope that luring teenagers into their brands will establish them as loyal customers for the future, ensuring a sustained market future. But to catch them young, products aimed at teenagers tend to have particularly eye-catching packaging for products that aim to have much the same kind of effect when they are worn.

A perfect example of this is Bath & Body Works Glimmer Body Cream, a product that is said to leave skin with a shimmering, glimmering look. Falling in line with greater awareness of animal welfare amongst younger consumer, it is also not tested on animals.

The fact that subtlety is not what teenagers are really looking for is something that the Mintel GNPD testifies to. Another product line that says it loud includes Bonne Bell's Smackers Sport Balm. Available in a clipable cap sport band, it is an SPF 24 lip balm available in Slamdunk Strawberry, Vanilla Volley and Watermelon Wave.

Also relying on a bit of 'bling' is the Outrageous Sunblock Stick from Hawaiin Tropic Sun, This hypoallergenic SPF45 sublock stick has an 'island scent and is packaged complete with a key chain.

As skin problems are an integral part of teenage years, offerings in the skin care category often tackle the problem of blocked pores and acne. Two such products are Sea Breeze's Clear Pore Formula, designed to tackle stubborn skin problems, and Skin Treat's Face Mask, containing tea tree extract to deep cleanse the skin.

The emergence of scents targeting the teen market has also developed into a clear market niche in recent years, with Britney Spear's Curious fragrance leading the pack and continuing to be a market leader.

Mary-Kate and Ashley One's Shimmering Body Mist is a light body fragrance that relies on a Jasmine Spice and a Juicy Peach variety to make it attractive to younger females. The company also offers a Shimmering Crackle Mousse, available in a Juicy Peach Freesia variety that is said to tingle and cool the body.

This range of products is from a selection contained on Mintel's Global New Products Database.

Related topics Skin Care Colour Cosmetics Fragrance

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