The U.S. Market for Teen and Tween Grooming Products

• Scope of This Report
• Five Categories Studied
• Haircare
• Cosmetics
• Skincare
• Ethnic Products
• Emerging Category: Products for Young Males
• Teen/Tween Grooming Products Leap Past $7 Billion in 2002
• Teen/Tween Grooming Market to Hit $9 Billion Mark in 2008
• Figure 1-1: U.S. Retail Dollar Sales of Personal Grooming Products Used by Teens/Tweens, 1998-2008
• Skincare Accounts for Nearly Half of Sales
• Table 1-1: U.S. Retail Dollar Sales of Personal Grooming Products Used by Teens/Tweens, 1998-2008
• Table 1-2: U.S. Retail Dollar Sales of Personal Grooming Products Used by Teens andTweens, by Category
• Kids, The Evergreen Audience
• Kids Reach Puberty Earlier
• Parental Approval Needed - Sometimes
• Teens, Tweens Live in the Global Village
• The Regiment Trend Encourages Add-On Sales
• The Rise of “Pop Prestige”
• Leading Marketers in Selected Personal Grooming Segments
• Table 1-3: Share of Dollar Sales of Personal Grooming Products, by Product Segment and Marketer, 2001-2002

Product Trends

• Natural and Natural-Seeming Haircare Formulations
• Volumized Hair
• Haircolor Popular
• Nail Polishes
• Glitters and Glows
• Lip Glosses/Balms
• Acne Preps for the Whole Body
• Regimens
• Fruit and Candy Scents
• Body Sprays and Washes
• Non-Ethnic Shares of Ethnic Haircolor
• Young Men’s Hair Styling Products and Color
• Young Men’s Body Sprays
• Teen/Tween Grooming Marketers Spend at Leat $101 Million to Advertise
• Figure 1-2: Share of Teen/Tween Grooming Marketers’ Measured Consumer Advertising Expenditures, 2001
• Personal Care Retail Margins Vary Widely
• Table 1-4: Supermarket Retailers’ Average Gross Profit Margins on Personal Grooming Products

The Consumer

• Teen/Tween Population at 45 Million
• Table 1-5: Projected U.S. Population, by Age Bracket, 2003-2010
• Parents are Most Popular Source of Teens’ Income
• Teens Have $90 Billion in Own Earnings to Spend
• Affluent and White Kids Have the Jobs, and Boys Get Paid More Than Girls
• Add in What Parents Spend, Rich or Poor
• Data on Families’ Spending on Teen Personal Care Buried Within “Miscellaneous” Breakout

Chapter 2: The Overall Market

• Scope of this Report
• It’s All in How Products are Perceived
• Clarification of Terms
  • Ethnic
  • Market vs. Category vs. Segment
  • Mass Retail Channels
  • Prestige
  • Regimen Lines/Regimens
  • Soft Positioning
  • Supermarkets
  
  
• Methodology

The Products

• Five Teen/Tween Product Categories
• Haircare
• Cosmetics
• Skincare
• Ethnic Products
• Emerging Category: Products for Young Males
• Crossover Use

Overall Market Size and Growth

• Teen/Tween Grooming Products Leap Past $7 Billion in 2002
• Population Trends, Biology, Shrewd Marketing Drove Sales
• Haircare in Stongest Progress, to $2.1 Billion
• Table 2-1: U.S. Retail Haircare Sales, Teen and Tween Use, 1998-2002
• Figure 2-1: U.S. Retail Haircare Sales, Teen and Tween Use, 1998-2002
• Cosmetic Sales Break $1.2 Billion
• Table 2-2: U.S. Retail Cosmetics Sales, Teen and Tween Use, 1998-2002
• Figure 2-2: U.S. Retail Cosmetics Sales, Teen and Tween Use, 1998-2002
• Teen/Tween Skincare Sails Past $3.2 Billion
• Table 2-3: U.S. Retail Skincare Sales, Teen and Tween Use, 1998-2002
• Figure 2-3: U.S. Retail Skincare Sales, Teen and Tween Use, 1998-2002
• Ethnic Teen/Tween Grooming at $343 Million
• Table 2-4: U.S. Retail Ethnic Grooming Product Sales, Teen and Tween Use, 1998-2002
• Figure 2-4: U.S. Retail Ethnic Grooming Product Sales, Teen and Tween Use, 1998-2002
• Products for Young Males Push Past $2.1 Billion
• Table 2-5: U.S. Retail Young Male’s Grooming Product Sales, 1998-2002
• Figure 2-5: U.S. Retail Young Male’s Grooming Product Sales, 1998-2002
• Table 2-6: Total U.S. Retail Teen/Tween Grooming Product Sales, 1998-2002
• Figure 2-6: Total U.S. Retail Teen/Tween Grooming Product Sales, 1998-2002
• Skincare Accounts for Nearly Half of Sales
• Table 2-7: Share of U.S. Retail Dollar Sales of Personal Grooming Products Used by Teens and Tweens, by Category, 1998-2002
• Figure 2-7: Share of U.S. Retail Dollar Sales of Personal Grooming Products Used by Teens and Tweens, by Category, 1998-2002

Factors in Future Growth

• Kids, The Evergreen Audience
• Table 2-8: Projected U.S. Teen and Tween Population, by Age Bracket, 2003-2010
• Kids Reach Puberty Earlier
• Parental Approval Needed - Sometimes
• Kids Spend Billions of Their Own Dollars
• Teens, Tweens Live in the Global Village
• The Regimen Trend Encourages Add-on Sales
• The Rise of “Pop Prestige”

Projected Sales

• Teen/Tween Grooming Market to Hit $9 Billion Mark in 2008
• Haircare
• Table 2-9: Projected Haircare Products Sales, 2002-2008
• Figure 2-9: Projected Haircare Products Sales, 2002-2008
• Cosmetics
• Table 2-10: Projected Cosmetics Sales, 2002-2008
• Figure 2-10: Projected Cosmetics Sales, 2002-2008
• Skincare
• Table 2-11: Projected Skincare Sales, 2002-2008
• Figure 2-11: Projected Skincare Sales, 2002-2008
• Ethnic Grooming Products
• Table 2-12: Projected Ethnic Grooming Products Sales
• Figure 2-12: Projected Ethnic Grooming Products Sales
• Products for Young Males
• Table 2-13: Projected Sales for Young Male Grooming Products, 2002-2008
• Figure 2-13: Projected Sales for Young Male Grooming Products, 2002-2008
• Table 2-14: Projected Total Sales for Personal Grooming Products, 2002-2008
• Figure 2-14: Projected Total Sales for Personal Grooming Products, 2002-2008

Consumer Advertising Expenditures

• Teen/Tween Ad Spends Impossible to Quantify Precisely
• But at Least $101 Million Has Been Measured
• Table 2-15: Share of Teen/Tween Grooming Marketer’s Measured Consumer Advertising Expenditures, by Category, 2001

Chapter 3: The Haircare Category

The Products

• Teen/Tween Haircare Has Four Segments
  • Shampoo and Conditioner
  • Dressing/Styling Products
  • Haircolor
  • Accessories and Gift Packs/Novelty Kits
  
  
• Relaxers Covered in Ethnic Chapter

Category Size and Growth


• Teen/Tween Haircare Approaches $2.1 Billion in 2002
• Table 3-1: U.S. Retail Dollar Sales of Haircare Products Used by Teens and Tweens, 1998-2002
• Numerous Positives Drive Category
• Dressing/Stylers the Most Bullish
• Stylers, Shampoo the Largest Segments
• Table 3-2: U.S. Retail Dollar Sales of Haircare Products Used by Teens and Tweens, by Product Segment, 2001-2002
• Table 3-3: Share of U.S. Retail Dollar Sales of Haircare Products Used by Teens and Tweens, by Product Segment, 2001-2002

Factors in Future Growth


• Teens and Tweens More Sophisticated About Hair
• A Greater Range of Styles Acceptable
• Boys Are Bleaching, Dressing Hair

Projected Sales


• Teen/Tween Haircare to Surpass $2.8 Billion in 2008
• Table 3-4: U.S. Retail Dollar Sales of Products Used by Teens and Tweens, 1998-2002
• Table 3-5: Projected U.S. Retail Dollar Sales of Products Used by Teens and Tweens, 2002-2008
• Figure 3-1: U.S. Retail Dollar Sales of Products Used by Teens and Tweens, 1998-2002
• Figure 3-2: Projected U.S. Retail Dollar Sales of Products Used by Teens and Tweens, 2002-2008

The Marketers


• Only About 60 Significant Haircare Marketers
• Public and Private, Large and Small
• List of Haircare Marketers, Brands and Positionings
• Table 3-6: Selected Marketers of Haircare Products Used by Teens and Tweens

Marketer Shares


• Special Note on Haircare Share Data
• P&G Totally Dominates Shampoo
• Table 3-7: Share of U.S. Retail Dollar Sales of Shampoo by Marketer, 2001-2002
• P&G and Unilever at Top of Conditioner Ranks
• Table 3-8: Share of U.S. Retail Dollar Sales of Conditioner by Marketer, 2001-2002
• P&G, L’Oreal, Unilever, Jergens Are Stylers’ Double-Digit Leaders
• Table 3-9: Share of U.S. Retail Dollar Sales of Hairstyling Gels/Mousses, by Marketer, 2001-2002
• Unilever Rules Sprays/Spritzes
• Table 3-10: Share of U.S. Retail Dollar Sales of Hair Spray/Spritzes, by Marketer, 2001-2002
• L’Oreal Strengthens Its Haircolor Presence
• Table 3-11: Share of U.S. Retail Dollar Sales of Haircolor, by Marketer, 2001-2002

The Competitive Situation


• Kids Inspire Old Dogs’ New Tricks
• Procter & Gamble Co-Targest General-Use Brand to Kids
• Unilever Extends Suave with Vibe, Updates Rave
• L’Oreal a Natural Positioner to Teens/Tweens
• Newell Rubbermaid: Goody for Tweens
• Goody Goes Global

Product Trends


• Natural and Natural-Seeming Forumlations
• Volume, Volume, Volume
• Color Up
• Table 3-12: Selected New Introductions of Haircare Products for Teens and Tweens, 2001-2003

Consumer Advertising Expenditures


• Teen/Tween Haircare Media Spends Hard to Break Out
• Haircare Ad $ Totaled $13.5 Million
• L’Oreal Buys at $10.5 Million
• Jergens Spends $2.2 Million
• Universal Products Antes Up $804,000

Consumer Advertising Positioning


• Simply Beautiful and Elegant
• Hipness, Coolness, Rebellion
• Botanicals and Naturals
• Professional Quality
• Any Little Tween Style
• Consumer Promotions
• Couponing
• Bonus Packs and Twofers
• Free Merchandise
• Sweepstakes
• A Musical Competition
• Concert and Events Sponsorship

Chapter 4: The Cosmetics Category

The Products

• Facial Makeup
  • Foundations
  • Face Powders
  • Blushers and Highlighters
  • Concealers and Coverups
  
  
• Lip Color
• Eye Makeup
  • Eye Shadow
  • Eyelines/Eyebrow Pencils
  • Mascara
  
  
• Nailcare
• Fragrance
• Seasonal and Promotional Lines
• Vast Assortments
• Gift/Novelty Packs
• FDA Oversight of Cosmetics Safety

Category Size and Growth


• Teen/Tween Cosmetics Sales Top $1.2 Billion in 2002
• Table 4-1: U.S. Retail Dollar Sales of Cosmetics Used by Teens and Tweens, 1998-2002
• Cosmetics Buyoed by Changing Sexual Mores, and Tween-Specific Items
• Lip Color the Star Teen/Tween Performers
• Nailcare and Facial Makeup Lead in Share
• Table 4-2: U.S. Retail Dollar Sales of Cosmetics Used by Teens and Tweens, by Product Segment, 1998-2002
• Figure 4-1: U.S. Retail Dollar Sales of Cosmetics Used by Teens and Tweens, by Product Segment, 2001
• Figure 4-2: U.S. Retail Dollar Sales of Cosmetics Used by Teens and Tweens, by Product Segment, 2002

Factors in Future Growth


• “My Parents Won’t Allow It”
• Creating a Socially Correct Market for Tweens
• Teens Willing to Spend More
• Nail Salons Shift Some Retailers’ Emphasis to Teens

Projected Sales


• Cosmetics Category to Chug Along to $1.5 Billion in 2008
• Table 4-3: Projected U.S. Retail Dollar Sales of Cosmetics Used by Teens and Tweens, 2002-2008
• Figure 4-3: Projected U.S. Retail Dollar Sales of Cosmetics Used by Teens and Tweens, 2002-2008

The Marketers


• Fewer Than 50 Significant Teen/Tween Cosmetic Marketers
• Types of Players
• Table of Marketers, Brands, and Positionings
• Table 4-4: Selected Marketers of Cosmetics for Use by Teens and Tweens
• Marketer Shares
• Special Note on Cosmetics Share Data
• P&G, L’Oreal, Revlon Lead in Face Makeup
• L’Oreal the Eye Makeup Queen
• Table 4-5: Share of U.S. Retail Dollar Sales of Facial Makeup, by Marketer, 2001-2002
• Bonne Bell Rivals Usual Suspects in Lip Color
• Table 4-6: Share of U.S. Retail Dollar Sales of Eye Makeup, by Marketer, 2001-2002
• Table 4-5: Share of U.S. Retail Dollar Sales of Lip Color, by Marketer, 2001-2002
• Del Beats Out the Majors in Nail Polish
• Coty, with J. Lo, Is Perfume Star
• Table 4-8: Share of U.S. Retail Dollar Sales of Nail Polish, by Marketer, 2001-2002
• Table 4-9: Share of U.S. Retail Dollar Sales of Perfume/Cologne, by Marketer, 2001-2002

The Competitive Situation


• P&G and Cover Girl Rule Makeup Used by Teens
• Estee Lauder: Freestanding Brands for Diverse Tactics
• Coty Banks on J. LO
• Symbiosis: Up with Oddballs

Product Trends


• General-Use of Soft-Positioned Cosmetics
• Nail Polishes
• Glitters and Glows
• Lip Glosses/Balms
• Table 4-10: Selected New Introductions of Cosmetics for Teens and Tweens, 2001-2003
• Consumer Advertising Expenditures
• Teen/Tween Cosmetics Buys Are Mostly Hidden
• Overall Cosmetics Spend at $7.8 Million
• Bonne Bell Spends $5.7 Milllion
• Caboodles Buys at $1.3 Million
• Estee Lauder Spend at $878,000

Consumer Advertising Positioning


• Beauty is Basically Beauty
• Smooth Out Imperfections
• Exciting Color
• Endurance
• Cosmetics Tech

Consumer Promotions


• Couponing the Province of Large Marketers
• Bonus Product and Merchandise Tie-Ins
• Veags!
• A Special NY Opening for Caboodles
• M.A.C. Proceeds to Fight AIDS

Chapter 5: The Skincare Category

• The Products
• Eight Notable Segments
  • Facial Care
  
  
• Hand and Body Lotions
  • Acne Preparations
  • Soaps and Body Washes
  • Suncare
  • Deodorant
  • Shaving Products
  • Other Products

  Market Size and Growth
  

  • Teen/Tween Skincare Tops $3.2 Billion in 2002
  • Table 5-1: U.S. Retail Dollar Sales of Skincare Products Used by Teens and Tweens, 1998-2002
  • Fade Creams, Depilatories Are Star Performers
  • Figure 5-1: U.S. Retail Dollar Sales of Skincare Products Used by Teens and Tweens, 1998-2002
  • But Shaving Products, Soap, Cleasners Account for More Dollars
  • Table 5-2: U.S. Retail Dollar Sales of Skincare Products Used by Teens and Tweens, by Product Segment, 2000-2002
  • Table 5-3: Share of U.S. Retail Dollar Sales of Skincare Products Used by Teens and Tweens, by Product Segment, 2001-2002
  • Factors in Future Growth
  • Twin Positives for Teen/Tween Skincare: Vanity, Sophistication About Health
  • The Stress of Teen Life
  • It’s Right There at the Mall
  • Where Teens Shell Out for “Premium”
  • Antibacterials for Tweens

  Projected Sales
  

  • Teen/Tween Skincare to Brush $4.1 Billion in 2008
  • Table 5-4: Projected U.S. Retail Dollar Sales of Skincare Products Used by Teens and Tweens, 2002-2008
  • Figure 5-2: Projected U.S. Retail Dollar Sales of Skincare Products Used by Teens and Tweens, 2002-2008

  The Marketers
  

  • About 100 Notable Skincare Marketers, Overall
  • A Range of Companies Sell Skincare Items Used by Teens/Tweens
  • Table of Marketers, Brands, and Positionings
  • Table 5-5: Selected Marketers of Skincare Products Used by Teens and Tweens

  Marketer Shares
  

  • Special Note on Skincare Share Data
  • Unilever and Kao/Jergens at Head of Hand/Body Lotion Pack
  • Table 5-6: Share of U.S. Retail Dollar Sales of Hand/Body Lotions, by Marketer, 2001-2002
  • Gillette Dominant Disposable Razor Maker
  • Deodorant Stars are P&G, Gillette, Unilever, Mennen
  • Table 5-7: Share of U.S. Retail Dollar Sales of Disposable Razors, by Marketer, 2001-2002
  • Table 5-8: Share of U.S. Retail Dollar Sales of Deodorant/Antiperspirant, by Marketer, 2001-2002
  • Unilever Tops Highly Populated Bubble Bath Segment
  • Table 5-9: Share of U.S. Retail Dollar Sales of Bath Fragrance/Bubble Bath, by Marketer, 2001-2002
  • S.C. Johnson and Gillette Lock Up Shaving Cream
  • Table 5-10: Share of U.S. Retail Dollar Sales of Shaving Cream, by Marketer, 2001-2002
  • In Acne Preps, J&J Leaves Boots and Glaxo Far Behind
  • Table 5-11: Share of U.S. Retail Dollar Sales of Acne Preparations, by Marketer, 2001-2002
  • Schering-Plough Commands Suncare Segment
  • Table 5-12: Share of U.S. Retail Dollar Sales of Suntan Lotion and Oil, by Marketer, 2001-2002
  • J&J Heads Trio of Facial Cleanser Leaders
  • Table 5-13: Share of U.S. Retail Dollar Sales of Facial Cleansers, by Marketer, 2001-2002
  • P&G, J&J Dominate Facial Moisturizer Segment
  • Table 5-14: Share of U.S. Retail Dollar Sales of Facial Moisturizers, by Marketer, 2001-2002

  The Competitive Situation
  

  • Giant J&J Surprisingly Nimble in Teen/Tween Skincare
  • Energizer Acquires Schick-Wilkinson Sword
  • Avon Names a Line After the Perfect Boyfriend

  Product Trends
  

  • Products for Basic Skincare
  • Naturals and Semi-Naturals
  • Acne Forever! - Make That Never!
  • Regimens
  • Fruit and Candy Scents
  • Body Sprays and Washes
  • Table 5-15: Selected New Introductions of Skincare Products for Teens and Tweens, 2001-2003

  Consumer Advertising Expenditures
  

  • Skincare Marketers Spend $79.1 Million
  • Johnson & Johnson Allocates $43.5 Million
  • Boots Boosts Clearasil with $10.7 Million
  • Glaxo Spends $6.3 Million
  • Blistex Spends $6.2 Million
  • Jergens Invests $3.3 Million in Biore Ads
  • J&J, Nature’s Cure Each Spend $2.4 Million
  • L’Oreal Expenditure at $1.6 Million
  • Other Teen/Tween Skincare Spenders

  Consumer Advertising Positioning
  

  • Nothing But Smooth, Clear, Lovely Skin
  • Moisturizing Power
  • Cleansing Power
  • Kill All Zits
  • A Perfect Assortment
  • More Than a Shave
  • Antibacterial Properties

  Consumer Promotions
  

  • Couponing
  • For You, A Bargain
  • A Rebate on Razors

Chapter 6: The Ethnic Category

The Products

• African Americans Are Main Audience
• Relaxers
• Hairdressings/Treatments/Styling Products
• Haircolor
• Cosmetics
• Skincare
• Harsh Chemical Content

Category Size and Growth


• Teen/Tween Ethnic Grooming Sales Push on to $343 Million in 2002
• Table 6-1: U.S. Retail Dollar Sales of Ethnic HBC Products Used by Teens and Tweens, 1998-2002
• Ethnic-Specific Trends Drive Sales
• All Three Segments Post Good Growth in 2002
• Haircare the Dominant Ethnic Segment
• Table 6-2: U.S. Retail Dollar Sales of Ethnic HBC Products Used by Teens and Tweens, by Product Segment, 1998-2002
• Table 6-2: Share of U.S. Retail Dollar Sales of Ethnic HBC Products Used by Teens and Tweens, by Product Segment, 1998-2002

Factors in Future Growth


• Ethnic Population Trends: Black Teens to Dwindle
• The Majors Now Own Stakes in Ethnic HBC
• Table 6-4: Projection of U.S. Population Segments of African-American or Asian Race, or of Hispanic Origin, by Age, 2003-2010
• Resistance to Use of Ethnic HBC to Erode
• Ethnic Spending Power
• Black Teens/Tweens Driving Ethnic Haircare
• The Prospect of Gentler Formulas
• Some Potential in Latin, Asian Sectors

Projected Sales


• Ethnic Teen/Tween Grooming in Push to $447 Million by 2008
• Table 6-5: Projected U.S. Retail Dollar Sales of Grooming Products Used by Ethnic Teens and Tweens, 2002-2008

The Marketers


• Out of Hundreds of Ethnic HBC Marketers, a Narrow Few Are Significant
• Lots of Grooming Specialists in Teen/Tween Ethnic Category
• Table of Marketers, Brands, and Positionings
• Table 6-6: Selected Marketers of Personal Grooming Products Used by Ethnic Teens and Tweens

Marketer Shares


• Special Note: Limited Ethnic Teen/Tween Share Data Available
• L’Oreal Dominant in Relaxers - But Does Not Dominate
• Table 6-7: Share of U.S. Retail Dollar Sales of Home Permanents/Relaxer Kits, by Marketer, 2001-2002
• Important Ethnic-Specific Marketers in Other Segments
• Haircare
• Cosmetics
• Skincare

The Competitive Situation


• L’Oreal Buys Soul
• Alberto-Culver Buys Second-Rank in Ethnic Grooming
• Luster Takes Care with Ethnic Kids
• P&G to Buy Wella and Its Ethnic Brands

Product Trends


• Ethnic-Suitable Products Within General Use Lines
• Non-Ethnic Shares of Ethnic Haircolor
• Teen and Tween-Specific Products
• Natural/Semi-Natural Formulations
• Table 6-8: Selected New Introductions of Personal Grooming Products Used by Ethnic Teens and Tweens, 2001-2003

Consumer Advertising Expenditures


• Ethnic Teen/Tween Grooming Media Buys Impossible to Track
• L’Oreal Spends $311,000 to Peddle to Ethnic Tweens

Consumer Advertising Positioning


• Black Beauty, Yellow Beauty, Brown Beauty
• But More Copy
• Repositioning General-Use Brands
• Hair Health and Sheen
• Moisturizing Function
• Botanical or Natural Formulation
• Just a Touch Up
• Consumer Promotions
• A Degree of Couponing
• Bonus Products and Free CDs

Chapter 7: The Young Male Market

The Products

• An Emerging Category with Six Product Segments
• Haircolor
• Other Haircare
• Skincare
• Shaving Products
• Deodorant
• Fragrance
• Market Size and Growth
• Teen/Tween Males Category Surpasses $2.1 Billion in 2002
• Table 7-1: U.S. Retail Dollar Sales of HBC Products Used by Teen and Tween Males, 1998-2002
• Marketers Finally Found the Way to Goose Men’s Grooming
• Gels/Mousses Are Best-Perfoming Products
• Skincare Dominates Young Male Grooming
• Table 7-2: U.S. Retail Dollar Sales of HBC Products Used by Teens and Tween Males, by Product Segment, 2001-2002
• Table 7-3: Share of U.S. Retail Dollar Sales of HBC Products Used by Teens and Tween Males, by Product Segment, 2001-2002

Factors in Future Growth


• Men’s Grooming Surge, Anticipated Since 1960s, Is Nigh
• Teen/Tween Male Audience to Increase Only Slightly
• Table 7-4: Projected U.S. Male Population, by Age Bracket, 2003-2010
• Marketers Rolling Out Young Male-Specific Products

Projected Sales


• Table 7-5: Projected U.S. Retail Dollar Sales of HBC Products Used by Teen and Tween Males, 1998-2002

The Marketers


• Hundreds of Marketers of Grooming Products for Young Males
• Public and Private Players
• Table of Marketers, Brands, and Positionings
• Table 7-6: Selected Marketers of Personal Grooming Products Used by Teen and Tween Males

Marketer Shares


• Special Note: Availability of Share Data
• Coty Leads Huge Field of After Shave Marketers
• Table 7-7: Share of U.S. Retail Dollar Sales of Men’s After Shave/Talc, by Marketer, 2001-2002

The Competitive Situation


• P&G Positions Old Spice to Youth
• Gillette Builds Upon Razors and Blades
• Unilever Axes for It
• White Rain Grows Younger - and More Macho

Product Trends


• Men’s Hair Styling Products and Color
• Body Sprays
• Table 7-8: Selected New Introductions of Personal Grooming Products Used by Teen and Tween Males, 2001-2003
• Consumer Advertising Expenditures
• Ad Dollars for Teen/Tween Male Cannot Be Fully Determined
• White Rain Spends $227,000 On Dippity Do Sport
• In 2002, Body Spray Wars Were Expensive

Consumer Advertising Positioning


• Unisex Use Largely Replaces Manliness
• But There’s Still a Place for Machismo
• Like, Hey Dude

Consumer Promotions


• Couponing of Major Products Used by Teen/Tween Males
• A Seven-Dollar Rebate

Chapter 8: Distribution and Retail

• Two Basic Products Paths
• Personal Care Retail Margins Vary Widely
• Retailers Set Up Teen/Tween Grooming Sections
• Table 8-1: Supermarket Retailer’ Average Gross Profit Margins on Personal Grooming Products
• Buyers Advised to Stock Value Brands and Larger Sizes
• For Tweens, Club Libby Lu

Retail Focus: “Pop Prestige”

• Pop Prestige = Upscale Goods for the Masses
• The Body Shop International PLC
• Limited/Intimate Brands’ Bath & Body Works

Chapter 9: The Consumer

• Teen/Tween Population at 45 Million
• Table 9-1: Projected U.S. Population, by Age Bracket, 2003-2010
• Most Kid-Households Have Three Kids or Fewer
• Table 9-2: U.S. Households, by Number of Children Present
• Over 20 Million Households Home to Kids Aged 6-17
• Table 9-3: U.S. Households, by Age and Number of Children Present
• Whites Dominate Teen/Tween Population
• Table 9-4: Projected U.S. Teen and Tween Population (Aged 8-18), by Race and Hispanic Origin, 2003-2010
• Younger White Groomers to Decline in Number
• Table 9-5: Projected U.S. Population of Caucasian Children, by Age Bracket, 2003-2010
• Black Tweens Seen in Nosedive
• Table 9-6: Projected U.S. Population of African-American Children, by Age Bracket, 2003-2010
• Asian Children to Multiply at Double-Digit Rates
• Table 9-7: Projected U.S. Population of Asian American Children, by Age Bracket, 2003-2010
• Hispanic Kids Also to Post Double-Digit Increases
• Table 9-8: Projected U.S. Population of Children, by Age Bracket, 2003-2010

Teen Spending Power

• Parents Are Most Popular Source of Teens’ Income
• Certain Government Figures Updated by Packaged Facts
• Teens Have $90 Billion in Own Earnings to Spend
• Table 9-9: Teen Earnings, by Individual Average and Annual Aggregate, 2001
• Affluent and White Kids Have the Jobs, and Boys Get Paid More Than Girls
• Add in What Parents Spend, Rich or Poor
• Table 9-10: Expenditures on Children, by Single-Parent and Dual-Parent U.S. Families, 2001
• Data on Families Spending on Teen Personal Care Buried Within “Miscellaneous” Breakout
• Table 9-11: Share of Dual-Parent and Single-Parent U.S. Families’ Expenditures on Children, by Product/Service Class, 2001

Household Brand Use

• Special Note on Methodology
• Haircare Products
  • Shampoo and Conditioner
  • Hair Spray
  • Other Stylers
  • Haircolor
  
  
• Cosmetics
  • Face Makeup
  • Eye Makeup
  • Lip Color
  • Nail Polish
  • Perfume/Cologne
  
  
• Skincare
  • Facial Cleansers, Scrubs, Astringents, etc.
  • Deodorant/Antiperspirant
  • Moisturizers
  • Medicated Skincare Products
  • Shaving Cream
  • Disposable Razors
  • After-Shave/Cologne

Chapter 10: Trends and Opportunities

• Advice One: Now More Choice of Positionings for Teen/Tween Grooming
• Advice Two: Kid-Specific Products Are Timely
• Advice Three: Make Fantasy Reality
• Advice Four: Play with the Boundary Between Value and Premium Cachet
• Advice Five: Some Hot Product Segments Are . . .

Appendix: Addresses of Selected Marketers