Mintel: Beauty manufacturers see opportunity in younger faces
CHICAGO — Many younger girls would like to wear more makeup than their parents allow, and manufacturers are ready to help them out, according to new research from Mintel, a provider of consumer, product and media intelligence.
“Between reality stars like the Kardashians and best-selling books like ‘Twilight’ and ‘Hunger Games,’ character merchandising plays a large role in how manufacturers are marketing makeup and accessories to the tween and teen crowd, and parents might struggle to keep their children from wanting a part of it,” stated Kat Fay, senior beauty analyst at Mintel. “In order to attract this group and get support from parents, products must be subtle in appearance and emphasize that ingredients are safe for young skin, while still playing on the books and TV shows that tweens and teens find appealing.”
When it comes to regular usage, 37% of girls ages 9 to 17 years said they use lip gloss/stick every day, while 33% report applying mascara on a daily basis. Twenty-seven percent stencil on eyeliner seven days a week, and 16% use foundation every day.
“It appears that the use of foundation, eyeliner and eye shadow increases sharply from age 12 to 13,” Fay added. “This suggests that the first of the actual ‘teen’ years and the beginning of junior high school marks the expansion into more adult cosmetic products.”
More than half of all teens indicate that their moms help them make cosmetic choices, but this varies greatly by age. As expected, tweens are most likely to rely on their mothers to help with purchasing decisions (73%), while 39% of girls ages 15 to 17 years said they need (or want) Mom’s help. Conversely, 78% of this older segment said they buy whatever looks good on them, while only 36% of tween girls agree with that statement.
It appears that adults aren’t the only ones making frugal financial decisions when it comes to their beauty basics, Mintel noted. More than a quarter (26%) of tweens and teens say they buy whatever is on sale or cheapest at the time of purchase.
P&G expands Crest 3D White portfolio
CINCINNATI — Procter & Gamble’s Crest brand has introduced Crest 3D White Glamorous White toothpaste and Crest 3D White Intensive Professional Effects Whitestrips, the newest additions to the Crest 3D White portfolio.
The new Crest 3D White Glamorous White toothpaste utilizes a breakthrough shine technology that noticeably brightens your smile after just one brushing, according to P&G. It also removes up to 90% of surface stains in five days.
As the latest innovation in Whitestrips, the Crest 3D White Intensive Professional Effects Whitestrips provide professional-level whitening results in seven days.
“We created Crest 3D White Glamorous White Ttothpaste to deliver fast and efficacious whitening results for a whiter, brighter smile,” explained Doreen Bayliff, general manager of P&G North American oral care. “The new formula was specially designed with a dual silica system and Crest 3D White’s proprietary radiance technology to help deliver the instant shine results that you want. To complement the powerful Crest 3D White collection, we developed Crest 3D White Intensive Professional Effects Whitestrips, which whiten as well as a $500 professional treatment.”
To celebrate the launch of the newest Crest 3D White products and bring bright smiles to the runway at New York Fashion Week 2012, Crest 3D White has partnered with Gen Art, an arts and entertainment organization dedicated to showcasing emerging talent.
As part of the competition, emerging fashion designers were challenged to create a collection inspired by Crest 3D White. Fashion designers from across the country submitted their looks, but it was Wen Shi from New York City who outshined them all and was awarded the opportunity to showcase her capsule collection on the runway at Gen Art New Garde presented by Crest 3D White.
Crest 3D White also is teaming up with author, fashion designer and Gen Art alumni, Whitney Port.
Crest 3D White Intensive Professional Effects Whitestrips is now available at mass retailers and drug stores nationwide. Crest 3D White Glamorous White Toothpaste will be available at mass retailers and drug stores nationwide starting in March.
Better Homes and Gardens’ annual Best New Products Awards winners revealed
NEW YORK — A household cleaner, a shampoo for kids and a cheese snack product earned top honors in a consumer-voted awards program published by Better Homes and Gardens.
The items showcased in this year’s Better Homes and Gardens‘ Best New Products Awards included Mr. Clean Magic Eraser Bath Scrubber with Febreze, which earned the honors of best overall product and best in household care; Johnson’s Natural Kids 3-in-1 shampoo, which was awarded best in health and beauty; and Sargento Natural Blends cheddar-mozzarella cheese snacks, which was voted best in food and beverage.
The winning products were directly chosen by thousands of consumers who participated in the American Shopper Study, which was conducted by independent marketing research firm BrandSpark International in partnership Better Homes and Gardens magazine.
Click here for a full list of this year’s winners.