Teen and Tween Grooming Products: The U.S. Market
Packaged Facts
December 1, 2007 479 Pages - SKU: LA1535802
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Countries covered: United States
It’s a diverse market with hot spots and dead spots, but with a positive forecast: Valued at $7 billion at retail in 2007, the haircare, skincare and color cosmetics products bought by and for teens and tweens are expected to yield $8.5 billion by 2012. Drivers include kids’ love of premium brand image; the influence of “pop-prestige” retail formats (per Sephora); kids’ green-mindedness; and companies’ creative battle tactics that encompass everything from mass advertising to flash mobs to text messaging
This new edition of the popular Packaged Facts report maps out the teen/tween HBC marketplace: Sales patterns, IRI marketer shares, Simmons demographic data, and ad themes, are all presented in tandem with in-depth analysis of societal and business contexts. The teen/tween strategies of Alberto-Culver, Estee Lauder, P & G, Unilever and other players are profiled. In addition, the report includes two focus chapters, on HBC for teen/tween boys, and for teen/tween kids of color.
Report Methodology
The data, both quantitative and qualitative, are gathered from primary, secondary, and syndicated sources. Primary research includes on-site examination of how grooming products used by teens/tweens are merchandised and sold through retail stores. Packaged Facts has also conducted interviews with industry executives. Secondary research involves culling and carefully comparing data from articles appearing in trade, financial, marketing, and retail publications; from company literature, including annual reports; from industry associations; from government agencies; and from websites.
Dollar statistics, whether historical or projected, are based on painstaking evaluation of all available data on the marketplace. Proprietary sources utilized include Information Resources, Inc. (IRI), for market and brand share data; Simmons Market Research Bureau, Inc., for demographic information; and TNS Media Intelligence (TNSMI), a subsidiary of Taylor Nelson Sofres, for consumer advertising expenditure data.
What You’ll Get in this Report
Teen and Tween Grooming Products makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that this report offers. The report addresses the following segments:
The Market (including market size and composition, and projected market growth)
The Marketers (including discussions of specific marketer brand and market shares)
Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
Retail and Internet Strategies
The Consumer (who’s buying what, and where)
The Products
Trends and Opportunities
Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.
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Chapter 1: The Overall Market/Executive Summary
- Introduction
- Market Definition: Products Bought by and for Teens/Tweens
- Five Categories Studied
- Sources Disagree on Teen and Tween Age Boundaries
- Positioning, Consumer Perception Determine Use by Teens/Tweens
- Terms Clarified
- Cosmeceutical
- Direct
- Ethnic
- HBC
- Hydrosol
- Kid Nation
- Market/Category/Segment
- Mass Retail Channel(s)
- Prestige/Pop Prestige
- Regimens
- SKU
- Soft-Positioning
- Specialty
- Supermarket
- Methodology
The Products
- Five Categories in Teen/Tween Grooming Market
- Skincare
- Haircare
- Color Cosmetics
- Ethnic Products
- Teen/Tween Boys’ Grooming Products
- Lots of Crossover Use Between Age Groups
Overall Market Size and Growth
- Teen/Tween Grooming Pushes to $6.9 Billion in 2007
- Teen/Tween Skincare Exceeds $3.2 Billion
- Teen/Tween Haircare Surpassing $2.4 Billion at Retail
- Teen/Tween Color Cosmetics Struggle to $1.3 Billion
- Focus: Teen/Tween Boys’ HBC in Steady Push Toward $2 Billion
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- Focus: Teen/Tween Ethnic HBC Reaches New Height of
- $413 Million
- Table 1-1a
U.S. Retail Dollar Sales of Grooming Products Used by Teens and Tweens by Product Category: Skincare, Haircare, Color Cosmetics and Total, 2003-2007 (in millions of dollars)
- Table 1-1b
U.S. Retail Dollar Sales of Grooming Products Used by Teens and Tweens by Product Category: Products for Teen/Tween Boys and Ethnic-Specific Products, 2003-2007 (in millions of dollars)
- Skincare Still Accounts for Almost Half of Teen/Tween HBC Sales
- Table 1-2
Share of U.S. Retail Dollar Sales of Grooming Products Used by Teens and Tweens: By Product Category, 2005-2007 (in millions of dollars)
- Mass Rules Share by Retail Channel
- Context: Relation to Global, U.S. Parent Markets
- Table 1-2a
U.S. Teen/Tween Grooming Product Retail Dollar Sales: By Share of Parent Grooming Market's Retail Dollars, 2006 (in millions of dollars)
Factors in Future Growth
- Teen/Tween Population Stable Through 2012 -- But Market Has Other Drivers
- Table 1-3
Projected U.S. Population: by Age Bracket, 2007-2015* (in thousands)
- Marketers, Wake Up: Kids More Sophisticated About Beauty, Health
- Huge Teen/Tween Spending Power
- High-Powered Players Just Now Pitching to Kids
- Prestige, Celebs, Greenness, Fair Trade, Natural/Organic All Tying Together
- Prestige/Pop Prestige
- Celebrity Endorsements
- Greenness
- Fair Trade
- Cutting-Edge Marketing and the 3 As
- Teens/Tweens Gravitating to Elegance, Premium Brand Images
Projected Overall Market Sales
- Teen/Tween Grooming Market in Ascent to Record $8.4 Billion as of 2012
- Teen/Tween Skincare Category to Reach $4 Billion
- Teen/Tween Haircare to Grow to $3 Billion
- Teen/Tween Makeup Seen in Push to $1.5 Billion
- Focus: Teen/Tween Boys’ HBC Worth $2.3 Billion as of 2012
- Focus: Teen/Tween Ethnic HBC Forecast at $498 Million
- Table 1-4a
Projected U.S. Retail Dollar Sales of Grooming Products Used by Teens and Tweens by Product Category: Skincare, Haircare, Color Cosmetics and Total, 2007-2012 (in millions of dollars)
- Table 1-4b
Projected U.S. Retail Dollar Sales of Grooming Products Used by Teens and Tweens by Product Category: Products for Teen/Tween Boys and Ethnic-Specific Products, 2007-2012 (in millions of dollars)
Product Trends
- Avon Issues More Teen/Tween Grooming Products Than Anybody...
- Table 1-5
Marketers of Grooming Products, by Numbers of ProductScan Reports*/SKUs of New Products for Use: By Teens and Tweens, July, 2006-June, 2007
- Table 1-5 [Cont.]
Marketers of Grooming Products, by Numbers of ProductScan Reports*/SKUs of New Products for Use: By Teens and Tweens, July, 2006-June, 2007
Overall Consumer Advertising Expenditures
- Teen/Tween Grooming Marketers Spent $193 Million in 2006
- Skincare Category Is Best Supported by Mass Advertising
- Table 1-6
Teen/Tween Grooming Marketers' Expenditures for National Advertising Media Space and Time: By Category, 2006 (in thousands)
- Much Hidden Expenditure
Chapter 2: Trends and Opportunities
- Approaching the Teen/Tween Grooming Market: The Way It Is…
- …And the Way It Will Be
- Girls Want Glamour, Not Grunge!
- Selling to Youth Requires Young Media
Chapter 3: The Teen/Tween Skincare Category
- The Products
- Skincare Category Has Eleven Notable Segments
- Soap
- Acne Fighters
- Facial Cleansers
- Deodorant
- Suncare
- Shaving Products
- Facial Moisturizers
- Fade Creams
- Hand and Body Lotions
- Depilatories
- Bubble Bath/Bath Scents
- Many Skincare Products Universally Positioned on Conditions/Concerns
Category Size and Growth
- Teen/Tween Skincare Exceeds $3.2 Billion in 2007
- Acne, Suncare, Shaving Products Post Double-Digit Progress in 2003-2007
- Table 3-1
U.S. Retail Dollar Sales of Skincare Products Used by Teens and Tweens: By Product Segment, 2003-2007 (in millions of dollars)
- Six Segments in Mediocre or Feeble Progress; Two Are Big Losers
- Shaving Products: Razor Sales Increase by Half During 2003-2007
- Table 3-2
U.S. Retail Dollar Sales of Shaving Products Used by Teens and Tweens: By Segment, 2003-2007 (in millions of dollars)
- Soap Maintains Share; Suncare Gains Most Ground
- Table 3-3
Share of U.S. Retail Dollar Sales of Skincare Products Used by Teens and Tweens: By Product Segment, 2005-2007 (in millions of dollars)
Factors in Future Growth
- Some Factors Same as for Overall Market
- Teen/Tween Population Trends Impede Skincare Growth; Other Factors Save the Day
- Kids’ Greater Savvy Re Skin Maintenance
- Ethnic Kids and Universal Conditions/Concerns
- Table 3-4
Projected U.S. Population of Children, by Race, Hispanic Origin, and Teen/Tween (8-18) Age Bracket, 2006-2010 (in thousands)
- Diet, Overweight, Obesity
- Tan Me -- Don’t Tan Me!
- Major Players Hurry to Pitch to Kids
Projected Sales
- Teen/Tween Skincare to Reach $4 Billion in 2012
- Table 3-5
Projected U.S. Retail Dollar Sales of Skincare Products Used: By Teens and Tweens, 2007-2012 (in millions of dollars)
The Marketers
- Of Hundreds of Skincare Marketers, Growing Sector Targets Teen/Tween Potential
- Table 3-6
- Numbers of Significant* Skincare Marketers: By Product Segment, 2006-2007***
- Types of Companies Involved
- Acquisitions of Natural/Organic Skincare Marketers
- Table of Marketers and Brands
- Table 3-7
Selected Marketers of Skincare Products Used by Teens and Tweens, 2007
Marketer and Brand Shares
- Proprietary Share Data Difficult to Apply to Teen/Tween Skincare
- Usual Suspects Wield Most Leverage in Mass-Channel Skincare
- Table 3-8
- Share of U.S. Mass Retail* Dollar Sales of Skincare Products Used by Teens and Tweens: By Brand, for 12 Months Ended July 15th, 2007 (in dollars and percent)
Product Trends
- Core Skincare Segment Leads in New Product Tallies
- Table 3-9
- Numbers of New Skincare Products Positioned to Teens and Tweens: By ProductScan Reports* and by SKUs, 2004 and July, 2006-June, 2007
- Notable New Products in Both Prestige and Private Label
- Table 3-10
- Selected New Introductions of Skincare Products Used: By Teens and Tweens, 2006-2007
- Table 3-10 [Cont.]
- Selected New Introductions of Skincare Products Used: By Teens and Tweens, 2006-2007
- Table 3-10 [Cont.]
- Selected New Introductions of Skincare Products Used: By Teens and Tweens, 2006-2007
Consumer Advertising Expenditures
- Teen/Tween Skincare Advertisers Spend $127 Million in 2006
- Hidden Spending Is Huge
- J&J Leads Eight Million-Dollar Spenders
- Three Other Notable Advertisers
Consumer Advertising Positioning
- Skincare Beauty Shots versus Advertorials
- Soft Positioning: Teen/Tween Mags Host Trad-Brand Ads
- For Direct, Both Celebs and Real Folks
- A Dirty Joke
- Ad Sources
Consumer Promotions
- Couponing
- Bonus Merchandise and Free Samples
- World’s Dirtiest Film
- Online Games
Chapter 4: The Teen/Tween Haircare Category
- The Products
- Six Main Segments
- Styling Products (gels, mousse, creams...)
- Shampoo (and Anti-Dandruff Shampoo)
- Accessories and Gift Packs
- Haircolor
- Conditioner
- Relaxers/Straighteners/Perms
- Cosmeceutical Functions
- Category Size and Growth
- Teen/Tween Haircare Surpassing $4.4 Billion at Retail in 2007
- Table 4-1
- U.S. Retail Dollar Sales of Haircare Products Used by Teens and Tweens: By Product Segment, 2003-2007 (in millions of dollars)
- Shampoo, Accessories, Conditioner Are Best-Performing
- Segments
- Stylers: Gel/Mousse Overshadows Spray/Spritz
- Table 4-2
- U.S. Retail Dollar Sales of Hairstyling Products Used by Teens and Tweens: By Product Segment, 2003-2007 (in millions of dollars)
- Share by Segment: Stylers, Shampoo, Accessories Lead
- Table 4-3
- Share of U.S. Retail Dollar Sales of Haircare Products Used by Teens and Tweens: By Product Segment, 2005-2007 (in millions of dollars)
- Factors in Future Growth
- How Notable Factors Shape Teen/Tween Haircare Category
- Teen/Tween Audiences Level Off for a While
- Premium and Prestige Haircare Products Take Over Mass
- More Hairstyles Acceptable in Daily Life
- In 2007, Key Haircare Marketers Targeting Kids
- Green, Natural/Organic, Fair Trade Concerns Adding Price-Points, Too
- Projected Category Sales
- Teen/Tween Haircare Growing to $3 Billion in 2012
- Table 4-4
- Projected U.S. Retail Dollar Sales of Haircare Products Used by Teens and Tweens, 2007-2012 (in millions of dollars)
- The Marketers
- Of a Legion of Teen/Tween Haircare Marketers, 117 Are Notable in Mass
- Table 4-5
- Numbers of Significant* Haircare Marketers: By Product Segment, 2006-2007***
- Typical Range of HBC Companies Involved
- Table of Marketers and Brands
- Table 4-6
- Selected Marketers of Haircare Products Used by Teens and Tweens, 2007
- Marketer and Brand Shares
- Haircare Share Data Do Not Reflect Full Impact of Teen/Tween Positionings
- P&G or L’Oréal Rule Six Out of Seven Haircare Segments in Mass Channels
- Table 4-7
- Share of U.S. Mass Retail* Dollar Sales of Haircare Products Used by Teens and Tweens: By Brand, for 12 Months Ended July 15th, 2007 (in dollars and percent)
- Product Trends
- Haircolor, Shampoo, Conditioner SKUs Lead New Product Counts
- Table 4-8
- Numbers of New Haircare Products Positioned to Teens and Tweens: By ProductScan Reports* and by SKUs, 2004 and July, 2006-June, 2007
- “Texture,” “Big Hair” Are New Product Watchwords
- Novel Forms and Formulas
- Table 4-9
- Selected New Introductions of Haircare Products Used by Teens and Tweens, 2006-2007
- Table 4-9 [Cont.]
- Selected New Introductions of Haircare Products Used by Teens and Tweens, 2006-2007
- Consumer Advertising Expenditures
- Teen/Tween Haircare Marketers Spend $30 Million to Advertise
- in 2006
- Huge Hidden Spending Really Drives the Category
- Quartet of Notable Spenders: L’Oréal, John Paul Mitchell, Henkel, Alberto
- Consumer Advertising Positioning
- Beautiful Hair versus Lots of Talk
- Ads for Generations-Old Brands in Teen Magazines
- Green Activism + Extreme Sports + Cool Hair = Style
- Variety
- Texture(izer)
- Natural/Organic Content
- “Cheat on Your Conditioner”
- Ad Sources
- Consumer Promotions
- Coupons
- Bonus Packs, Samples and Merchandise Offers
- A Sweepstakes
Chapter 5: The Teen/Tween Color Cosmetics Category
- The Products
- Five Segments: Nail, Face, Eye, Lip, Fragrance
- Nail Makeup
- Facial Makeup
- Eye Makeup
- Lipcolor
- Fragrance
- Seasonal and Promotional Lines
- Vast Assortments
- Gift/Novelty Packs
- FDA Oversight of Cosmetics Safety
Category Size and Growth
- Teen/Tween Color Cosmetics Sales Approach $1.3 Billion in 2007
- Table 5-1
- U.S. Retail Dollar Sales of Color Cosmetics Used by Teens and Tweens, 2003-2007 (in millions of dollars)
- Only Face and Eye Makeup Segments Advance in 2003-2007
- Share of Sales: Nailcare Remains Leading Teen/Tween Makeup Segment
- Table 5-2
- Share of U.S. Retail Dollar Sales of Color Cosmetics Used by Teens and Tweens: By Product Segment, 2005-2007 (in millions of dollars)
Factors in Future Growth
- Relative Importance of Factors
- Teen/Tween Population Drags and Boosts
- Table 5-3
- Projected U.S. Population: By Age Bracket and Gender, 2007-2015* (in thousands)
- Permissiveness, Earlier Puberty Increase Makeup Use
- Image: Prestige, Natural HBC and Green Thinking
Projected Market Sales
- Teen/Tween Makeup Seen in Push to $1.5 Billion by 2012
- Table 5-4
- Projected U.S. Retail Dollar Sales of Color Cosmetics Used by Teens and Tweens, 2007-2012 (in millions of dollars)
The Marketers
- About 160 Color Cosmetics Marketers Significant in Mass
- Table 5-5
- Numbers of Significant* Color Cosmetics Marketers: By Product Segment, 2006-2007***
- Types of Companies Involved
- Table of Marketers and Brands
- Table 5-6
- Selected Marketers of Color Cosmetics Used by Teens and Tweens, 2007
Marketer and Brand Shares
- Makeup Share Data Only Hint at Teen/Tween Brand Rankings
- P&G Is the Queen of 9 Out of 14 Makeup Segments in Mass
- Channels
- Table 5-7
- Share of U.S. Mass Retail* Dollar Sales of Color Cosmetics Used by Teens and Tweens: By Brand, for 12 Months Ended July 15th, 2007 (in dollars and percent)
Product Trends
- Lip and Eye SKUs Are Most Numerous Color Cosmetics Intros
- Table 5-8
- Numbers of New Color Cosmetics Products Positioned to Teens and Tweens: By ProductScan Reports* and by SKUs, 2004 and July, 2006-June, 2007
- Shimmery, Glittery, Sparkly
- Private Labels for Tweens
- Table 5-9
- Selected New Introductions of Color Cosmetics Products Used by Teens and Tweens, 2006-2007
- Table 5-9 [Cont.]
- Selected New Introductions of Color Cosmetics Products Used by Teens and Tweens, 2006-2007
- Table 5-9 [Cont.]
- Selected New Introductions of Color Cosmetics Products Used by Teens and Tweens, 2006-2007
Consumer Advertising Expenditures
- Teen/Tween Makeup Advertisers Pony Up $36 Million in 2006
- Hidden Ad Dollars Tower Above Estimates
- Five Key Spenders Led by Unilever
Consumer Advertising Positioning
- Is a Pretty Face Enough to Sell Your Makeup to Teens/Tweens?
- Smart Women
- Gwen, Lauren, Liv and Milla
- …versus Real Girls
- Fashion Brands Extended With Fragrances
- Ad Sources
Consumer Promotions
- Couponing Teen/Tween Makeup
- Free Samples via Websites or Texting
- Making Over the Whole Cheerleading Squad
- A Weekend of Auto Racing
- A Spirited Essay Contest
Chapter 6: Teen/Tween Boys’ Personal Care
- The Products
- Two Main Boys’ Personal Care Segments: Skincare and Haircare
- Lots of Soft-Positioned Products
- Skincare
- Haircare
Category Size and Growth
- Teen/Tween Boys’ HBC in Steady Push Toward $2 Billion in 2007
- Teen/Tween Boys’ Skincare Segment Approaches $1.2 Billion
- Teen/Tween Boys’ Haircare Segment Breaks $700 Million Mark
- Table 6-1
- U.S. Retail Dollar Sales of Grooming Products* Used by Teen and Tween Boys, 2003-2007 (in millions of dollars)
- Skincare Maintains the Stronger Share of Boys’ Retail $
- Soap, Cleansers, Stylers Hold Key Shares
- Table 6-1a
- Share of U.S. Retail Dollar Sales of Grooming Products Used by Teen and Tween Boys: By Product Category and Segment, 2006-2007 (in millions of dollars)
Factors in Future Growth
- How the Factors Balance Out
- The Young Male Population Levels Off, But Is More Efficiently Targeted
- Table 6-2
- Projected U.S. Population: By Age Bracket and Gender, 2007-2015* (in thousands)
- Boys’ -- An Audience Finally Ready for both Classy HBC and Gross-Out Comedy
- Some Teen/Tween Boys’ Ad Media Are Under-Tapped
Projected Category Sales
- Teen/Tween Boys’ HBC Worth $2.3 Billion as of 2012
- Table 6-3
- Projected U.S. Retail Dollar Sales of Grooming Products* Used by Teen and Tween Boys, 2007-2012 (in millions of dollars)
The Marketers
- Hundreds of Marketers to Teen/Tween Boys
- A Diverse Range of Players
- Table of Marketers and Brands
- Table 6-4
- Selected Marketers of Grooming Products Used by Teen and Tween Boys, 2007
Marketer and Brand Shares
- For Teen/Tween Boys’ HBC, Share Data Do Not Tell Whole Story
- Segment Dominators Are Diverse
- Table 6-5
- Share of U.S. Mass Retail* Dollar Sales of Grooming Products Used by Teen and Tween Boys: By Brand, for 12 Months Ended July 15th, 2007 (in dollars and percent)
Product Trends
- Teen/Tween Boys Want Prestige HBC But Need Value
- Extensions into Skincare
- Licenses
- Table 6-6
- Selected New Introductions of Grooming Products Used: By Teen and Tween Boys, 2006-2007
Consumer Advertising Expenditures and Positioning
- Media Spends for Teen/Tween Boys’ HBC Hit $64 Million in 2006
- Many More Ad Dollars Are Hidden
- Unilever and Dial Are Significant Advertisers
- Manliness, Adventure and Getting the Girl
- Frat-Boy Humor
- Male Personality
- What Women Want
- Sources of Ad Examples
Consumer Promotions
- Couponing
- Creative Tie-Ins
Chapter 7: Focus: Ethnic Teen/Tween Grooming
- Products
- The Products
- Ethnic Segments Same as Mainstream’s -- With Different
- Emphases
- Ethnic Teens/Tweens Have Particular HBC Requirements
- Haircare
- Haircolor
- Relaxers
- Shampoo and Conditioner
- Dressings/Styling Products/Treatments
- Texturizers
- Color Cosmetics
- Skincare
- Harsh Chemical Content vs. Natural Formulation
Category Size and Growth
- Teen/Tween Ethnic HBC Reaches New Height of $413 Million
- in 2007
- Teen/Tween Ethnic Haircare Thrives Lately, Reaches $278 Million
- Teen/Tween Ethnic Makeup Climbs to $89 Million
- Teen/Tween Ethnic Skincare in So-So Progress to $47 Million
- Table 7-1
- U.S. Retail Dollar Sales of Ethnic-Specific Grooming Products* Used by Teens and Tweens, by Product Segment, 2003-2007 (in millions of dollars)
- In Ethnic Haircare, Relaxers Slump While Other Products Rock
- Table 7-2
- U.S. Retail Dollar Sales of Ethnic-Specific Haircare Products Used by Teens and Tweens, 2003-2007 (in millions of dollars)
- Share by Ethnic-Specific Grooming Segment: Haircare Still
- Dominates
- Table 7-3
- Share of U.S. Retail Dollar Sales of Ethnic-Specific Grooming Products Used by Teens and Tweens: By Product Segment, 2005-2007 (in millions of dollars)
Factors in Future Growth
- Unique Circumstances Shape Ethnic Teen/Tween Grooming
- Category
Ethnic Kids Proliferate at Stronger Pace Than Mainstream...
- Table 7-4
- Projected U.S. Population of Children, by Race, Hispanic Origin, and Teen/Tween (8-18) Age Bracket, 2007-2012 (in thousands)
- ...Yet Black Kids Will Decrease in Number
- ...And Ethnics Will Assimilate
- Ethnic-Specific HBC vs. Universally-Positioned HBC
- Ethnic Teens’/Tweens’ Spending Power
- Kids of Color Born Into Search for Alternatives to Harsh
- Chemicals
Projected Category Sales
- Teen/Tween Ethnic HBC Forecast at $498 Million in 2012
- Table 7-5
- Projected U.S. Retail Dollar Sales of Ethnic-Specific Grooming Products* Used by Teens and Tweens, 2007-2012
- (in millions of dollars)
The Marketers
- Hundreds Field Ethnic-Specific Grooming Aids to Teens/Tweens; 46 Are Notable in Mass
- Table 7-6
- Numbers of Significant* Marketers of Ethnic-Specific Grooming Products: By Product Segment, 2006-2007***
- Types of Companies Involved
- Table of Marketers and Brands
- Table 7-7
- Selected Marketers of Grooming Products Used by Hispanic, African-American, Asian and Other Ethnic Teens and Tweens, 2007
Marketer and Brand Shares
- Share Data for Ethnic Teen/Tween Grooming Gives Hazy Picture
- In 17 Breakouts, a Narrow Field of Top Marketers and Brands
- Table 7-8
- Share of U.S. Mass Retail* Dollar Sales of Ethnic-Specific Grooming Products Used by Teens and Tweens: By Brand, for 12 Months Ended July 15th, 2007 (in dollars and percent)
Product Trends
- Gentler, Healthier Ethnic-Specific HBC for Use by Teens/Tweens
- Tween Texturizers
- Line Makeovers
- Table 7-9
- Selected New Introductions of Grooming Products Used by Hispanic, African-merican, Asian and Other Ethnic Teens and Tweens, 2006-2007
Consumer Advertising Expenditures and Positioning
- Only $1 Million of Ethnic Teen/Tween HBC Media Spend Measured in 2006
- Lots of This Category’s Ad Dollars Are Hidden
- Alberto and Estée Are Only Two Notable Spenders Monitored
- Teen/Tween Models of Color Grace Ads in Mainstream Mags -- and Vice Versa
- Gentle and Healthy, Shiny and Silky
- For Tweens
- In English or…
- Sources of Ad Examples
Consumer Promotions
- Bonus Product and Merchandise Offers
- A Modeling Contract, Plus $10,000
- Discounts on Shipping
Chapter 8 The Competitive Situation
- A Brief Overview
- Niche-Marketing to Teens/Tweens vs. the Broad-Stroke Approach
- Retail Dynamics: Mass, Prestige, Natural Channels All
- Blurring -- a Bit
- Nine Marketers Profiled
Competitive Profile: Alberto-Culver Co.
- Spinoff Whittles Sales Down to Projected $1.5 Billion in Fiscal 2007
- Alberto VO5, TRESemmé Given Full Youth Treatment
- A Focus on Ethnic Kids’ Haircare
- Other Alberto Brands
Competitive Profile: The Estée Lauder Cos., Inc./
Aveda Corp.
- Net Sales at Record $7 Billion in Fiscal 2007
- Slowly Re-Focusing a Roster of Upscale Brands to Skew Younger
- Natural/Organic Aveda Being Soft-Positioned to Youth
- Aveda the Green Marketer/Retailer
Competitive Profile: Johnson & Johnson/
Neutrogena Corp.
- Sales Top $53 Billion in 2006
- J&J Describes Itself as Decentralized
- Neutrogena’s Soft-Positioning to Teens/Tweens
- Other Famous J&J Brands
Competitive Profile: L’Oréal SA
- World’s Biggest Cosmetics Maker Has Net Sales of €15.8 Billion in 2006
- Both Traditional and Hip, Mass and Prestige L’Oréal Brands Popular With Teens
- Serving Ethnic Teens/Tweens
- L’Oréal Acquires The Body Shop Pop-Prestige Chain
Competitive Profile: The Procter & Gamble Company
- Net Sales Jump to $76.5 Billion in Fiscal 2007
- Among Most Popular Brands in World, Teens Find Many Choices
- P&G Considering Brand Divestment...
- Other Brands Are Household Words
Competitive Profile: Unilever
- Turnover of US $50 Billion -- €40 Billion -- in 2006
- A Good Outlook for 2007
- “One Unilever” Stresses Personal Care, Emerging Markets and “Vitality”
- Creator of Classic Brands Takes Axe to New Heights (of Vulgarity)
- Other Famous Unilever Brands
Three Marketers to Watch
- girlactik beauty, John Paul Mitchell Systems and Mattel, Inc.
- girlactik beauty
- John Paul Mitchell Systems
- Mattel, Inc.
Chapter 9: Distribution and Retail
Distribution
- The Traditional HBC Product Path versus DSD
- At the Retail Level
- Margins Improved by More High-End Products in Mix
- Macy’s Expands Assortment of Ethnic Grooming Products
- TotalBeauty Strives to Be a Guide to 4,000 Brands
- Retail Focus: Apollo Management L.P./Claire’s Stores, Inc.
- Claire’s Reports Net Sales of $1.5 Billion in Fiscal 2007
- Store Count Above 3,200
- Table 9-1
- Numbers of Claire's Stores, Inc., Outlets: By Retail Chain Marque and/or Region, 2006-2007
- Claire’s Sold to Apollo in 2007
- Claire’s for Teens/Tweens…
- …And Icing by Claire’s Is for Oldest Teens and Twentysomethings
- Retail Focus: LVMH/Sephora
- Revenue of €15.3 Billion in 2006
- The Ideal Mall Destination for Teens and Older Tweens: Sephora
- Stocking Brands for Teens/Tweens
- Sephora’s Venture With JCPenney
Chapter 10: The Consumer
- About Simmons Data
- What They Are…
- …And How to Use Them
- Defining “Teen” and “Tween”: How Simmons and Packaged Facts Differ
- The Survey’s Overall Adult Gauge
- Marketing Regions Defined
- Northeast
- East Central
- West Central
- Southeast
- Southwest
- Pacific
- Table 10-1
- Projections of Numbers of U.S. Children Age 6-11 and 12-17: By Demographic Factor, 2006 (in thousands)
- The Teen/Tween Consumer
- Almost 25 Million Teens (Age 12-17)
- Over 24 Million Tweens (Age 6-11)
- For Teens, Allowances, Chore Money Equally Popular
- …And Teens Pull in More Bucks
- Table 10-2
- U.S. Teens' (Age 12-17) Own Income from Allowance or Chores and Amount of Income, 2006 (in thousands)
- One in Four Teens Works Outside the Household
- Table 10-3
- U.S. Teens' (Age 12-17) Own Income from Employment Outside Household, 2006 (in thousands)
- Clothing, Music, Movies Most Popular Teen Expenditures
- Table 10-4
- Products and Activities on which U.S. Teens (Age 12-17) Spend Their Money, 2006 (in thousands)
- Almost 3.6 Million Teens Have ATM or Debit Cards
- For Tweens, Payment for Chores Is Most Common Source of
- Money
- …But Tween Earnings/Allowances Remain Low
- Table 10-5
- U.S. Kids' (Age 6-11) Own Income: By Source and Amount, 2006 (in thousands)
- Cellphone and Internet Use
- Teen Mall Visitation
- Teen/Tween Psychographics
- “Do You Agree With This Statement?”
- Attitudes Regarding Appearance Are Relevant to Grooming
- Majority of Tweens Are Eco-Minded
- Table 10-6
- U.S. Teens' (Age 12-17) Strong Agreement with 19 Statements Regarding Personal Appearance, 2006 (in thousands)
- Table 10-7
- U.S. Kids' (Age 6-11) Agreement with Six Statements About the Environment, 2006 (in thousands)
- The Teen Consumer of Skincare Products
- Over 23 Million Teens Use Deodorant
- Clear, Stick, Scented Deodorants See Most Widespread Use
- Deodorants So Popular That No Factors in Use Stand Out
- Dove, Axe, Secret Are Most Commonly Used Deodorant Brands
- Teen Facial Cleanser Users Exceed 15 Million
- Foaming Face Wash Leads Facial Cleanser Use by Type
- Reasons That Teens Use Facial Cleansers: Acne and Effects
- of Age
- Girls, Blacks, Affluent Featured in Facial Cleanser/Medicated
- Products Use
- Clean & Clear Is Most Popular Facial Cleanser
- Over 13 Million Teens Moisturize
- “Regular” and Lotion Moisturizers Lead Use
- In Teen Moisturizer Use, West Coasters, Poorer Households Are Standouts
- Moisturizer Marques Led by Bath & Body Works and Private Label
- Ten Million Teens Use Shave Cream; Girl Shavers Outnumber Boy Shavers
- Aerosol Gel Is Most Popular Shave Cream Form
- Shave Cream Use: Girls, Whites, Northeasterners Are Key Demographics
- Gillette Most Preferred Shave Cream
- Teen Suncare Users Number Almost 12 Million
- Teens Most Prefer Strong Sunblock
- Standouts in Teen Suncare Use: Girls, Younger Teens, Whites
- Coppertone Still the Blue-Chip Brand in Teen Suncare Use
- Table 10-8
- U.S. Teens' (Age 12-17) Use of Deodorant/Antiperspirant: By Type or Form, 2006 (in thousands)
- Table 10-9
- Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Deodorant and Antiperspirant, 2006 (in thousand)
- Table 10-10
- U.S. Teens' (Age 12-17) Use of Deodorant/Antiperspirant: By Brand, 2006 (in thousands)
- Table 10-11
- U.S. Teens' (Age 12-17) Use of Facial Cleansing and Medicated Products: By Type, 2006 (in thousands)
- Table 10-12
- U.S. Teens' (Age 12-17) Use of Facial Cleansing and Medicated Products: By Reason, 2006 (in thousands)
- Table 10-13
- Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Facial Cleansing and Medicated Products, 2006 (in thousand)
- Table 10-14
- U.S. Teens' (Age 12-17) Use of Facial Cleansing and Medicated Products: By Brand, 2006 (in thousands)
- Table 10-15
- U.S. Teens' (Age 12-17) Use of Moisturizer: By Form and Type, 2006 (in thousands)
- Table 10-16
- Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Moisturizer, 2006 (in thousand)
- Table 10-17
- U.S. Teens' (Age 12-17) Use of Moisturizer: By Brand, 2006 (in thousands)
- Table 10-18
- U.S. Teens' (Age 12-17) Use of Shave Cream/Gel: By Form, Type and Scent, 2006 (in thousands)
- Table 10-19
- Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Shave Cream/Gel, 2006 (in thousand)
- Table 10-20
- U.S. Teens' (Age 12-17) Use of Shave Cream/Gel: By Brand, 2006 (in thousands)
- Table 10-21
- U.S. Teens' (Age 12-17) Use of Suntan, Sunscreen and Sunless Tanning Products: By Type, 2006 (in thousands)
- Table 10-22
- Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Suntan, Sunscreen and Sunless Tanning Products, 2006 (in thousand)
- Table 10-23
- U.S. Teens' (Age 12-17) Use of Suntan, Sunscreen and Sunless Tanning Products: By Brand, 2006 (in thousands)
- The Tween Consumer of Skincare Products
- Tween Bubble-Bathers Approach 13 Million
- Bubble Bath Use Skewed to Girls, Blacks
- Tween Deodorant Users on Way to 9 Million
- Tween Deodorant Profile Skews to Older Tweens, Lower Household Income
- Nearly 11 Million Tweens Use Lip Balm/Lip Care Products
- Lip Balm/Lip Care Use: Girls, Asians, Affluence Are Stars
- Almost 4 Million Tweens Use Medicated Skincare Products
- In Use of Medicated Skincare Products, Girls, Older Tweens, Blacks Are Prominent
- Around 16 Million Tween Users Each for Liquid and Bar Soap
- Types
- Similar Profiles of Tween Use of Soap Types
- Almost 12 Million Tween Suncare Product Users
- Suncare Use Keyed to Girls, Whites, Affluence
- Table 10-24
- Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Bubble Bath, 2006 (in thousands)
- Table 10-25
- Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Deodorant, 2006 (in thousands)
- Table 10-26
- Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Lip Balm/Lip Care Products, 2006 (in thousands)
- Table 10-27
- Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Medicated Skincare (in thousands)
- Table 10-28a
- Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Soap: Liquid Soap, 2006 (in thousands)
- Table 10-28b
- Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Soap: Bar Soap, 2006 (in thousands)
- Table 10-29
- Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Suncare Products, 2006 (in thousands)
- The Teen Consumer of Haircare Products
- Over 14 Million Teens Use Conditioner
- “Normal Hair” and Rinse-Out Conditioners Most Popular
- In Conditioner Profile, Girls, Blacks, West Coasters Stand Out
- Value-Priced Suave Conditioner Most Popular With Teens
- About 3.5 Million Teens Color Their Hair
- Permanent Color Most Preferred by Teens
- Haircoloring Teens Characterized by Girls, Older Teens, Low Levels of Affluence
- Clairol Haircolor Is the Teen Favorite
- Teen Hairspray User base Approaches 8 Million
- Scented and Aerosol Sprays Are Most Frequent Choices
- Prominent in Teen Use of Hairspray Are Girls, Blacks, Hispanics, Poorest Households
- Suave Is Teens’ Favorite Hairspray Brand
- Teens Using Styling Products Near 11 Million
- Teens’ Preferred Styler Is Gel
- Teen Styler Use Favored by Girls, Blacks, Hispanics, Low Incomes
- Suave Is Teens’ Favorite Styler Brand
- Almost 3 Million Teens Use Relaxers
- Relaxers: Regular and Cream Varieties Most Commonly Used by Teens
- In Relaxer Use, Girls, Southerners, Blacks, Hispanics Are Standouts
- Dark & Lovely Is Teens’ Favorite Brand of Relaxer
- Over 24 Million Teens -- Practically All -- Use Shampoo
- “Normal Hair,” All Purpose/Regular Are Teens’ Preferred Shampoo Types
- No Standout Skews in Teens’ Use of Shampoo
- Suave, Pantene Pro-V Are Teens’ Shampoo Brands of Choice
- Table 10-30
- U.S. Teens' (Age 12-17) Use of Hair Conditioner: By Type and Form, 2006 (in thousands)
- Table 10-31
- Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Hair Conditioner, 2006 (in thousands)
- Table 10-32
- U.S. Teens' (Age 12-17) Use of Hair Conditioner: By Brand, 2006 (in thousands)
- Table 10-33
- U.S. Teens' (Age 12-17) Use of Haircolor: By Type, 2006 (in thousands)
- Table 10-34
- Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Haircolor, 2006 (in thousands)
- Table 10-35
- U.S. Teens' (Age 12-17) Use of Haircolor: By Brand, 2006 (in thousands)
- Table 10-36
- U.S. Teens' (Age 12-17) Use of Men's/Women's Hair Spray: By Type and Form, 2006 (in thousands)
- Table 10-37
- Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Men's/Women's Hair Spray, 2006 (in thousands)
- Table 10-38
- U.S. Teens' (Age 12-17) Use of Men's/Women's Hair Spray: By Brand, 2006 (in thousands)
- Table 10-39
- U.S. Teens' (Age 12-17) Use of Hairstyling Products (Mousse, Gel, Cream, Lotion, etc.): By Form, 2006 (in thousands)
- Table 10-40
- Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Hairstyling Products (Mousse, Gels, Cream, Lotion, etc.), 2006 (in thousands)
- Table 10-41
- U.S. Teens' (Age 12-17) Use of Hairstyling Products (Mousse, Gel, Cream, Lotion, etc.): By Brand, 2006 (in thousands)
- Table 10-42
- U.S. Teens' (Age 12-17) Use of Relaxers/Home Permanents: By Type and Form, 2006 (in thousands)
- Table 10-43
- Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Hair Relaxers and Home Permanents, 2006 (in thousands)
- Table 10-44
- U.S. Teens' (Age 12-17) Use of Hair Relaxers and Home Permanents: By Brand, 2006 (in thousands)
- Table 10-45
- U.S. Teens' (Age 12-17) Use of Shampoo: By Type, 2006 (in thousands)
- Table 10-46
- Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Shampoo, 2006 (in thousands)
- Table 10-47
- U.S. Teens' (Age 12-17) Use of Shampoo: By Brand, 2006 (in thousands)
- The Tween Consumer of Haircare Products
- Nearly 12 Million Tweens Use Hair Conditioner
- Tween Conditioner Use Skews to Girls, Asians, Affluent
- Households
- Over 8 Million Tweens Style With Gel, Mousse, Etc.
- Girls, Ethnic Kids, Broader Age Span Figure in Styler Use
- Tween Shampooer Base Exceeds 24 Million
- No Standout Demos in Tween Shampoo Use
- Suave, L’Oréal, Johnson’s Are Shampoos Most Widely Consumed by Tweens
- Table 10-48
- Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Hair Conditioner, 2006 (in thousands)
- Table 10-49
- Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Hairstyling Products, 2006 (in thousands)
- Table 10-50
- Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Shampoo, 2006 (in thousands)
- Table 10-51
- U.S. Children's (Age 6-11) Households' Use of Shampoo: By Favorite Brand, 2006 (in thousands)
- The Teen Consumer of Color Cosmetics
- Almost 6 Million Teens Apply Blush
- Teen Blusher Use Features Whites, the Affluent, Southwesterners
- Among Blushers, Cover Girl, Avon Are Teen Faves
- Nine Million Teens Use Eye Makeup
- Teen Southeasterners, Whites Favor Eye Makeup Use
- Less Loyalty to Eye Makeup Brands, But Cover Girl Is Most Frequent Teen Choice
- Teens Applying Foundation Number 7 Million
- Liquid Edges Out Other Forms of Foundation Used by Teens
- Foundation Use Skewed to Older Teens, Whites, Affluent
- Households
- Cover Girl Leads Teen Choices of Foundation Brands
- Virtually Every Teen Girl Uses Lipcolor/Lip Gloss, for a Force of 10 Million
- Lip Gloss the Most Widely Used Lip Makeup
- Lipcolor/Lip Gloss Base Stars Thirteen-Year-Olds and Somewhat Affluent
- Wet ‘N Wild, Teens’ First Choice of Lipstick/Lip Gloss
- Over 8 Million Teen Mascara Users
- Waterproof Mascaras Are Most Popular With Teens
- Teen Mascara Use Skews to Older Kids, Whites
- Maybelline Dominant Choice of Teen Mascara Users
- Nail Polish: Over 9 Million Teens Use
- Nail Polish Base Has Younger Teen, Northeastern, Affluent Prominences
- Wet ‘N Wild Is Clearly Most Popular Nail Polish
- Teen Fragrance Users or Purchasers Top 14 Million
- Body Spray, Perfume the Most Popular Fragrance Types
- Most Fragrance Bought for Oneself, Not as a Gift
- Standouts in Teen Fragrance Use: Older Teens, Ethnics, Northeasterners
- Teens’ Preferred Fragrance: Bath & Body Works, Victoria’s Secret, Tommy Hilfiger, Adidas
- Table 10-52
- Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Blusher, 2006 (in thousands)
- Table 10-53
- U.S. Teens' (Age 12-17) Use of Blusher: By Favorite Brand, 2006 (in thousands)
- Table 10-54
- U.S. Teens' (Age 12-17) Use of Eye Makeup: By Type, 2006 (in thousands)
- Table 10-55
- Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Eye Makeup,* 2006 (in thousands)
- Table 10-56
- U.S. Teens' (Age 12-17) Use of Eye Makeup,* by Brand, 2006 (in thousands)
- Table 10-57
- U.S. Teens' (Age 12-17) Use of Foundation Makeup: By Type, 2006 (in thousands)
- Table 10-58
- Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Foundation Makeup, 2006 (in thousands)
- Table 10-59
- U.S. Teens' (Age 12-17) Use of Foundation Makeup: By Brand, 2006 (in thousands)
- Table 10-60
- U.S. Teens' (Age 12-17) Use of Lipcolor and Lip Gloss: By Form, 2006 in thousands)
- Table 10-61
- Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Lipstick and Lip Gloss, 2006 (in thousands)
- Table 10-62
- U.S. Teens' (Age 12-17) Use of Lipstick and Lip Gloss: By Brand, 2006 (in thousands)
- Table 10-63
- U.S. Teens' (Age 12-17) Use of Mascara: By Type, 2006 in thousands)
- Table 10-64
- Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Mascara, 2006 (in thousands)
- Table 10-65
- U.S. Teens' (Age 12-17) Use of Mascara: By Brand, 2006 (in thousands)
- Table 10-66
- Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Nail Polish, 2006 (in thousands)
- Table 10-67
- U.S. Teens' (Age 12-17) Use of Nail Polish: By Brand, 2006 (in thousands)
- Table 10-68
- U.S. Teens' (Age 12-17) Use of Perfume, Cologne and Eau de Toilette: By Form/Type, and by Purchase for Oneself or for Someone Else, 2006 (in thousands)
- Table 10-69
- Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Perfume, Cologne and Eau de Toilette, 2006 (in thousands)
- Table 10-70
- U.S. Teens' (Age 12-17) Use or Purchase of Perfume, Cologne and Eau de Toilette: By Brand, 2006 (in thousands)
- The Tween Consumer of Color Cosmetics
- Tween User base for Lipstick/Lip Gloss Surpasses 7 Million
- Tween Nail-Polishers Are 8 Million Strong
- Tweens Using “Other” Makeup Stand at Near 3 Million
- Tween Boys’ Use of Makeup Explained
- Tween Makeup User-Profiles Skew to Girls, 9-11-Year-Olds, Blacks
- Table 10-71a
- Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Color Cosmetics: Lipstick/Lip Gloss, 2006 (in thousands)
- Table 10-71b
- Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Color Cosmetics: Nail Polish, 2006 (in thousands)
- Table 10-71c
- Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Color Cosmetics: Other Makeup, 2006 (in thousands)
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