Tween Cosmetics Experience A Growth Spurt
A mix of cosmetics companies are targeting younger consumers.
By LaToyah Burke
The cosmetic counter has been lowered. In addition to wanting to look more like their adult role models, young people want to purchase beauty products that are created just for teens. They are looking for products that deliver results that emulate what they see in older age groups, but with added benefits formulated for their skin. Within the cosmetics industry, not just skin care but fragrance, the number one selling product in the industry, is now aimed towards a younger demographic. The tween/teen market is experiencing a growth spurt.
For instance, moms and their teenage daughters created Tess, a complete skin care line designed to educate, inspire and meet the needs of teenage girls. Baby boomer Susan Shand and several friends developed a comprehensive line of products to teach their teens the basics of skin care.
Ms. Shand said, “In creating Tess, we felt it was important to not only create high quality products that effectively treat teenage skin, but that Tess celebrates the personal, individual beauty of each teenage girl.”
Tess features two, comprehensive, day-night, skin care kits. The Skin With Attitude kit is specifically formulated for teens with blemish prone skin. It features an easy to follow numbered regimen system. They include Scrub-it-off facial cleanser, This Is Your Wake-Up Call Facial Toner, Take No Prisoners blemish stick, Out and About SPF 15 lotion, Perfect Pout lip gloss and Put On Your PJ’s And… night cream.
The Almost Normal Skin kit features formulations for teens with combination skin as well as the easy to follow numbered regimen system found in the Skin With Attitude kit. Products include, Rise and Shine facial cleanser, Ooh-Refreshing facial toner, Zip It blemish stick, Out and About SPF 15 lotion, Perfect Pout lip gloss and Time for Some Zzz’s night time moisturizer.
To further tap into the tween/teen market, Tess’s products are sold both at Sephora stores and online. Since thirteen to nineteen-year-olds are less likely to purchase products in department stores, specialty stores create an effective avenue for selling with teenagers specifically in mind, according to Euromonitor International.
As reported by Euromonitor International, today’s 13-19 year olds have more spending power than any generation before them. Not only are they more affluent, today’s teens are generally more sophisticated consumers than ever before. This not only goes for the skin care department, fragrances bode well too.
The Young Get Younger
According to Virginia Lee at Euromonitor, “the trend towards premium fragrances with teen appeal is being driven by the world’s most developed markets, such as the US, UK and Germany, where manufacturers are looking to revive slowing sales by expanding the consumer base.” Ms. Lee said, “in European markets, teenage-targeted fragrances are far more established, reflecting the tradition for mothers to use fragrances on their babies and young children.”
The next target is expected to be "tweens", an age group with a worldwide spending power of around $170 billion, according to a Euromonitor report. Like teens, this demographic is brand savvy and with the "age compression" phenomenon (also known as KGOY—kids getting older younger) premium fragrances are likely to appeal to their increasingly mature tastes.
Berjangusa has launched the Le Petit Prince line of fragrances, hair care and skin care products aimed to boys and girls ages infant to twelve. The products are based on characters of the book, The Little Prince, written and published by Antione de Saint-Exupery.
The landmark line is designed for boys and girls with sensitive skin ages 3-10. It includes fragrance, lotion, soap, shampoo and bath flakes. The La Rose du Petit Prince fragrance, cleansing lotion and foam bath is available for girls to tweens ages 6-12. Le Petit Prince B612 is a fragrance for little men ages 5 to 12.
Products that focus on personal grooming for kids are also spurring the youth cosmetics market. Circle of Friends is a line of hair and skin care that incorporates fun and functionality with information about cultures and styles from around the world on each product bottle.
The product offerings include formulations that are gentle enough for children with sensitive skin. The shower gels double as bubble baths and are sodium Lauryl and Laureth Sulfate free. They include, Sophia’s Ciao Bella bubble bath, Lachlan’s Shamrock Suds, Maria’s Buenas Noches bubble bath, Tommy and Sean’s Suds, Ajit’s shower gel, and Hoshi’s Bonsai Strawberry bubble bath.
The collections of lotions are free from harsh ingredients and nut oils, which are a common allergen in children. Leilani’s Halakahiki, Heidi & Niklas’ Yodel-ay-he, Paulina’s Wycinanki, Tina’s Roller Coaster and Lala’s Leaping Lemur are made with vitamins A, D, E, Aloe leaf and Grape Seed oil.
There is even a specialty product, Little Docs line of gentle skin care that soothes irritated skin as well as treats the effects of eczema. Since eczema occurs in childhood and is often continued throughout adulthood, Circle of Friends makes skin care products that are specifically formulated for children but can also be used by adults.
The Little Docs products are dermatologist, allergy and clinically tested. They are free of fragrance, dyes, propylene glycol, alcohol, soy, nut oils, gluten and dairy. The products use soothing ingredients, aloe vera, calendula, chamomile, grapefruit oil and lavender that work together as an anti-inflammatory.
The line includes a shampoo and body wash duo, cooling spray lotion, calming cream and is even sold in a trial size kit.