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MAC Cosmetics, Victoria’s Secret Fragrance Big With Teens

Piper Jaffray survey reveals preferred brands for upper and average income teens.

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By: TOM BRANNA

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Results of Piper Jaffray’s 22nd semi-annual “Taking Stock with Teens” survey indicate improving spending at the upper-income level and continued weakness for average-income teens. Also, the survey results reflect a preference by teens for value-priced merchandise at all levels of household income, but not necessarily the lowest cost, as teens report a willingness to spend on higher-priced, differentiated merchandise.


Beauty spending among upper-income teens increased six percent year-over-year, but down two percent sequentially from the spring of 2011, according to Piper Jaffray. Specicially, skin care and cosmetics represented a bigger share of overall beauty spending.


According to the survey, MAC is the No. 1 cosmetics brand for upper-income teens, but the brand fell to No. 3 among average-income teens (compared to No. 2 in the spring and the same as the fall of 2010). Victoria’s Secret remains the preferred fragrance, consistent with the past seven surveys. The combined share of the top ten cosmetics brands continues to decline, favoring multi-brand specialty retailers such as Ulta and Sephora.


“Our Fall 2011 survey provides further evidence of a bifurcated recovery: upper-income teens are feeling more confident and willing to spend on fashion, while average-income teens continue to rationalize budgets,” said Jeff Klinefelter, director of research and senior research analyst at Piper Jaffray. “With macroeconomic uncertainty likely to continue to weigh on consumer spending, we believe fashion and overall product ‘newness’ can drive sales growth for select retailers and brands.”

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