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The U.S. Market for Teen and Tween Grooming Products
Packaged Facts - 4/1/2003 - 316 Pages - ID: LA831975
URL: http://www.marketresearch.com/product/display.asp?productid=831975

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Abstract

Marketers major and minor are rushing to compete in the teen and tween grooming market. At $6.9 billion now, sales of youth haircare, cosmetics, skincare, and ethnic HBC items are forecast to hit $8 billion by 2008. Market conditions are ripe for repositioning HBC brands - or fielding entirely new brands - to teens and their tween (aged 8-14) siblings: Expanding numbers of tweens and teens, their high disposable income, the growing worldliness of both teens and tweens - even that a majority of teen girls now reach puberty at the age of 10 - these are all drivers that open up a Wild West marketplace to shrewd players.

Packaged Facts’ The U.S. Market for Teen and Tween Grooming Products is the executive’s guide to this new frontier. Here are expertly analyzed quantitative and qualitative data on market size and growth (covering both mass and prestige outlets), societal trends, and the competitive situation. Demographic data from Simmons Market Research Bureau and other sources are presented. Also included is a special chapter on the emerging category of products for young males. The battle plans of Procter & Gamble, L’Oreal, Unilever, GlaxoSmithKline, The Body Shop, and others, are examined in detail.

Report Methodology
The information in The U.S. Market for Teen and Tween Grooming Products is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the personal grooming market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data (copyright 2001) compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2002. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

The report looks at every segment of the youth grooming market, examining trends for growth and projecting sales of products through 2008. It analyzes consumer demographics and their current and projected impact on sales of haircare, cosmetics and skincare products, along with products designed for ethnic youth and young males. It provides up-to-date competitive profiles of marketers of teen and tween grooming products - including a look at smaller, up-and-coming companies - and discusses the influence of demographic trends as a driver of retail trends. The report also spotlights new products and current distribution trends, and offers readers trends and marketing opportunities within the personal grooming industry.

What You’ll Get in this Report
The U.S. Market for Teen and Tween Grooming Products is a brand-new report that offers a unique perspective on the burgeoning market for youth personal care items. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Teen and Tween Grooming Products 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 HBC marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Retail 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.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the youth HBC market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for teen/tween grooming products, as well as projected sales and trends through 2008. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for youth HBC products based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for teen/tween grooming products
  • Research and development professionals stay on top of competitor initiatives and explore demand for products in the teen/tween grooming arenas.
  • Advertising agencies working with clients in personal grooming industries understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

 
 

Table of Contents
Chapter 1: Executive Summary
  • 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

 

Buy by the Section

 Chapter 1: Executive Summary (pp. 25 - 44)  $500.00
 Chapter 2: The Overall Market (pp. 45 - 72)  $569.00
 Chapter 3: The Hair Care Category (pp. 73 - 114)  $622.00
 Chapter 4: The Cosmetics Category (pp. 115 - 158)  $631.00
 Chapter 5: The Skincare Category (pp. 159 - 206)  $717.00
 Chapter 6: The Ethnic Category (pp. 207 - 242)  $562.00
 Chapter 7: The Young Male Market (pp. 243 - 274)  $486.00
 Chapter 8: Distribution and Retail (pp. 275 - 282)  $128.00
 Chapter 9: The Consumer (pp. 283 - 304)  $361.00
 Chapter 10: Trends and Opportunities (pp. 305 - 310)  $300.00
 Appendix: Addresses of Selected Marketers (pp. 311 - 318)  $80.00