Teen, tween market shows signs of stabilizing
Attention beauty brands looking to target today’s teens and tweens! The beauty youth market shows signs of stabilization. That’s according to a recent report by market research company the NPD Group, which found that teens’ and tweens’ regular use of beauty products stabilized in 2011, following evidence in 2009 that the youth beauty consumer was becoming less engaged in the beauty category overall.
Study results showed declines from 2007 to 2009 in the percentage of young consumers regularly using beauty products; however, according to the third installment of NPD’s “Insight into the Youth Beauty Market” report, there are some signs of improvement among both female tweens (8 to 12 years) and teens (13 to 17 years).
While the level of engagement in the category today does not appear to be back to prerecession (2007) levels, the types of products being used have remained consistent with 2009 levels. Lip moisturizers/balms, body moisturizers/lotions and mascara continue to be the top three regularly used products among teens; lip gloss, body washes/cleansers/gels and lip moisturizers/balms continue to be the top three beauty products regularly used among tweens today.
Meanwhile, a second study by research firm Mintel that also looked at the youth beauty market found that more than half (61%) of girls ages 9 to 11 years would like to wear more makeup than their parents allow. Mintel noted, however, that products geared toward this age group need to be subtle in appearance and highlight that ingredients are safe for young skin, while also playing on the popular books (e.g., “Twilight” and “Hunger Games”) and TV shows that tweens and teens enjoy.
Average monthly beauty spending estimates among tweens and teens showed moderate increases relative to 2009, another indication that things are improving for young consumers in these age groups, according to NPD.
The price of beauty products is important to both age groups, and “price consciousness” is the self image that female consumers in each age group identify with most often. According to NPD, teens appear to be even more concerned about price than tweens, with higher reported mentions of the statement “I am very cost-conscious when it comes to buying beauty products” describing them completely (42% versus 25%, respectively).
Few young beauty consumers report “paying full price” when purchasing beauty products, with two-thirds of teens and about 7-out-of-10 tweens indicating they “look for items that are on sale” (66% versus 73%, respectively). Although more teens (37%) report “paying full price” than tweens (25%), the percentage of teens reporting they “pay full price” has been consistently decreasing over time since 2007.
Suppliers looking to jazz up dry segment
Sales of hand and body lotions have been lackluster in the mass market, but manufacturers are looking to jazz up the segment through innovative formulas that go beyond simply hydrating dry skin.
Sales of hand and body lotion at food, drug and mass (excluding Walmart) inched up less than 1% to about $996 million during the 52 weeks ended April 15, according to SymphonyIRI Group. The biggest gainer, according to the data, is CeraVe, which posted a sales increase of about 21% during that period.
Coria Labs, a division of Valeant Pharmaceuticals North America, announced earlier this year the expansion of its line of CeraVe moisturizers and cleansers with the new CeraVe SA renewing lotion.
As with all CeraVe products, the newest formulation features ceramides to help restore, repair and maintain the skin barrier. However, this product goes even further with the addition of salicylic acid and ammonium lactate to help loosen and exfoliate dead skin cells. Vitamin D also is present to help keep skin looking smooth and hydrated. The ingredients work to exfoliate, smooth and soften extremely dry, rough, bumpy skin — like those rough patches often found on upper arms and legs that sometimes are referred to as “chicken skin.”
Beiersdorf’s new Eucerin Professional Repair lotion hit shelves in January. Part of the Eucerin Repair line, it is designed for those who suffer from extremely dry skin. It is enhanced with gluco-glycerol to improve moisture supply to the stratum corneum; ceramide-3 to improve barrier function and reduce water loss; and 10% urea, the highest percentage available without a prescription, to rehydrate dry, scaly skin.
Meanwhile, AmLactin, an Upsher-Smith Labs brand, now dons a fresh new look and a new family name: AmLactin Alpha-Hydroxy Skin Care. The contemporary design graces white, pearlescent bottles and tubes complemented by a series of vibrant colors and a sig- nature droplet. AmLactin Alpha-Hydroxy Skin Care includes AmLactin moisturizing body lotion, AmLactin ultra hydrating body cream for severe dry skin and AmLactin foot cream. All three products contain alpha-hydroxy acid moisturizers to exfoliate and hydrate the skin.
False lashes are a true winner
False lashes a faux pas? No way! Thanks in large part to celebrities who have popularized false eyelashes and lash extensions, sales of false lashes have been, and continue to be, on the upswing — in a big way.
Pacific World, which currently markets Revlon-branded false lashes, is looking to bring its Eyelene lash brand to the U.S. market in 2013. Eyelene currently is sold in the United Kingdom and Canada.
Meanwhile, the U.K. brand Eylure recently teamed up with pop star Katy Perry to launch a line of false lashes in the United States, which is available at Ulta.
In early 2011, Kiss introduced its Kiss premium eyelashes with built-in application strings. For 2012, Kiss is offering its Pro Lash Double-Pack, which features two sets of lashes for the everyday or occasional user.