Breaking News

Teen Boys Are Checking Out of Cologne Market

September 8, 2006

l Teen boys are cutting back on their use of traditional colognes as inexpensive body sprays sold through mass retailers grab hold of their attention. The NPD Group’s Men’s FragranceTrack 2006 study finds that usage of cologne is down sharply among teens. According to NPD’s survey, the number of teens (13-17) wearing cologne dropped 18 percentage points in just one year. In 2006, 59% of teens ages 13-15 told NPD they wear cologne, down from 81% in 2005. For older teens, ages 16 and 17, 68% said they wear cologne, a drop from 80% in 2005.
“The so-called ‘Axe Effect’ is being seen across the men’s fragrance industry. Body spray products like Axe and Tag are attracting the younger market with their creative advertising and low price points of around $5,” said Karen Grant, senior beauty industry analyst with The NPD Group. “Their strategy has been very direct. These brands are using MTV, interactive websites and ads within video games to talk directly to teen boys about the universal theme of ‘boy meets girl, ” added Ms. Grant.
Opportunities exist in the prestige market to connect with males at an earlier age to use colognes, not just body sprays. While a large percentage of males in the younger age groups are leaving the cologne category, NPD’s FragranceTrack finds that eight out of ten men ages 25 to 44 years old wear fragrances, the primary age group that prestige fragrances target. More info: www.npd.com.

  • Skin of Color Society Connects Experts

    Skin of Color Society Connects Experts

    Melissa Meisel, Associate Editor||January 16, 2017
    Dermatologists from across the nation share information and ideas.

  • Erasa

    Erasa's New Evangelist(a)

    January 9, 2017
    Impressed by the performance of its hero SKU, supermodel Linda Evangelista joins the company in a hand's on role.

  • Discourse on Disclosure

    Discourse on Disclosure

    Tom Branna, Editorial Director||January 6, 2017
    Transparency impacts the cleaning industry.

  • Hitting the Right Notes

    Hitting the Right Notes

    January 6, 2017
    Agilex Fragrances is the leader in the middle market fragrance category.

  • The Smell of Clean in 2017

    The Smell of Clean in 2017

    January 6, 2017
    Changing consumer lifestyles and demographics are impacting the scents found in the household cleaning category.

  • On the Edge

    On the Edge

    January 6, 2017
    Expanding beauty brands to watch in 2017