• Five Categories in Teen/Tween Grooming Market
• Skincare
• Haircare
• Color Cosmetics
• Ethnic Products
• Teen/Tween Boys’ Grooming Products
• Lots of Crossover Use Between Age Groups

• Teen/Tween Grooming Pushes to $6.9 Billion in 2007
• Teen/Tween Skincare Exceeds $3.2 Billion
• Teen/Tween Haircare Surpassing $2.4 Billion at Retail
• Teen/Tween Color Cosmetics Struggle to $1.3 Billion
• Focus: Teen/Tween Boys’ HBC in Steady Push Toward $2 Billion
• Focus: Teen/Tween Ethnic HBC Reaches New Height of
• $413 Million
• Table 1-1a U.S. Retail Dollar Sales of Grooming Products Used by Teens and Tweens by Product Category: Skincare, Haircare, Color Cosmetics and Total, 2003-2007 (in millions of dollars)
• Table 1-1b U.S. Retail Dollar Sales of Grooming Products Used by Teens and Tweens by Product Category: Products for Teen/Tween Boys and Ethnic-Specific Products, 2003-2007 (in millions of dollars)
• Skincare Still Accounts for Almost Half of Teen/Tween HBC Sales
• Table 1-2 Share of U.S. Retail Dollar Sales of Grooming Products Used by Teens and Tweens: By Product Category, 2005-2007 (in millions of dollars)
• Mass Rules Share by Retail Channel
• Context: Relation to Global, U.S. Parent Markets
• Table 1-2a U.S. Teen/Tween Grooming Product Retail Dollar Sales: By Share of Parent Grooming Market's Retail Dollars, 2006 (in millions of dollars)

• Teen/Tween Population Stable Through 2012 -- But Market Has Other Drivers
• Table 1-3 Projected U.S. Population: by Age Bracket, 2007-2015* (in thousands)
• Marketers, Wake Up: Kids More Sophisticated About Beauty, Health
• Huge Teen/Tween Spending Power
• High-Powered Players Just Now Pitching to Kids
• Prestige, Celebs, Greenness, Fair Trade, Natural/Organic All Tying Together
• Prestige/Pop Prestige
• Celebrity Endorsements
• Greenness
• Fair Trade
• Cutting-Edge Marketing and the 3 As
• Teens/Tweens Gravitating to Elegance, Premium Brand Images

• Teen/Tween Grooming Market in Ascent to Record $8.4 Billion as of 2012
• Teen/Tween Skincare Category to Reach $4 Billion
• Teen/Tween Haircare to Grow to $3 Billion
• Teen/Tween Makeup Seen in Push to $1.5 Billion
• Focus: Teen/Tween Boys’ HBC Worth $2.3 Billion as of 2012
• Focus: Teen/Tween Ethnic HBC Forecast at $498 Million
• Table 1-4a Projected U.S. Retail Dollar Sales of Grooming Products Used by Teens and Tweens by Product Category: Skincare, Haircare, Color Cosmetics and Total, 2007-2012 (in millions of dollars)
• Table 1-4b Projected U.S. Retail Dollar Sales of Grooming Products Used by Teens and Tweens by Product Category: Products for Teen/Tween Boys and Ethnic-Specific Products, 2007-2012 (in millions of dollars)

• Avon Issues More Teen/Tween Grooming Products Than Anybody...
• Table 1-5 Marketers of Grooming Products, by Numbers of ProductScan Reports*/SKUs of New Products for Use: By Teens and Tweens, July, 2006-June, 2007
• Table 1-5 [Cont.] Marketers of Grooming Products, by Numbers of ProductScan Reports*/SKUs of New Products for Use: By Teens and Tweens, July, 2006-June, 2007

• Teen/Tween Grooming Marketers Spent $193 Million in 2006
• Skincare Category Is Best Supported by Mass Advertising
• Table 1-6 Teen/Tween Grooming Marketers' Expenditures for National Advertising Media Space and Time: By Category, 2006 (in thousands)
• Much Hidden Expenditure

Chapter 2: Trends and Opportunities

• Approaching the Teen/Tween Grooming Market: The Way It Is…
• …And the Way It Will Be
• Girls Want Glamour, Not Grunge!
• Selling to Youth Requires Young Media

Chapter 3: The Teen/Tween Skincare Category

• The Products
• Skincare Category Has Eleven Notable Segments
• Soap
• Acne Fighters
• Facial Cleansers
• Deodorant
• Suncare
• Shaving Products
• Facial Moisturizers
• Fade Creams
• Hand and Body Lotions
• Depilatories
• Bubble Bath/Bath Scents
• Many Skincare Products Universally Positioned on Conditions/Concerns

• Teen/Tween Skincare Exceeds $3.2 Billion in 2007
• Acne, Suncare, Shaving Products Post Double-Digit Progress in 2003-2007
• Table 3-1 U.S. Retail Dollar Sales of Skincare Products Used by Teens and Tweens: By Product Segment, 2003-2007 (in millions of dollars)
• Six Segments in Mediocre or Feeble Progress; Two Are Big Losers
• Shaving Products: Razor Sales Increase by Half During 2003-2007
• Table 3-2 U.S. Retail Dollar Sales of Shaving Products Used by Teens and Tweens: By Segment, 2003-2007 (in millions of dollars)
• Soap Maintains Share; Suncare Gains Most Ground
• Table 3-3 Share of U.S. Retail Dollar Sales of Skincare Products Used by Teens and Tweens: By Product Segment, 2005-2007 (in millions of dollars)

• Some Factors Same as for Overall Market
• Teen/Tween Population Trends Impede Skincare Growth; Other Factors Save the Day
• Kids’ Greater Savvy Re Skin Maintenance
• Ethnic Kids and Universal Conditions/Concerns
• Table 3-4 Projected U.S. Population of Children, by Race, Hispanic Origin, and Teen/Tween (8-18) Age Bracket, 2006-2010 (in thousands)
• Diet, Overweight, Obesity
• Tan Me -- Don’t Tan Me!
• Major Players Hurry to Pitch to Kids

• Teen/Tween Skincare to Reach $4 Billion in 2012
• Table 3-5 Projected U.S. Retail Dollar Sales of Skincare Products Used: By Teens and Tweens, 2007-2012 (in millions of dollars)

• Of Hundreds of Skincare Marketers, Growing Sector Targets Teen/Tween Potential
• Table 3-6
• Numbers of Significant* Skincare Marketers: By Product Segment, 2006-2007***
• Types of Companies Involved
• Acquisitions of Natural/Organic Skincare Marketers
• Table of Marketers and Brands
• Table 3-7 Selected Marketers of Skincare Products Used by Teens and Tweens, 2007

• Proprietary Share Data Difficult to Apply to Teen/Tween Skincare
• Usual Suspects Wield Most Leverage in Mass-Channel Skincare
• Table 3-8
• Share of U.S. Mass Retail* Dollar Sales of Skincare Products Used by Teens and Tweens: By Brand, for 12 Months Ended July 15th, 2007 (in dollars and percent)

• Core Skincare Segment Leads in New Product Tallies
• Table 3-9
• Numbers of New Skincare Products Positioned to Teens and Tweens: By ProductScan Reports* and by SKUs, 2004 and July, 2006-June, 2007
• Notable New Products in Both Prestige and Private Label
• Table 3-10
• Selected New Introductions of Skincare Products Used: By Teens and Tweens, 2006-2007
• Table 3-10 [Cont.]
• Selected New Introductions of Skincare Products Used: By Teens and Tweens, 2006-2007
• Table 3-10 [Cont.]
• Selected New Introductions of Skincare Products Used: By Teens and Tweens, 2006-2007

• Teen/Tween Skincare Advertisers Spend $127 Million in 2006
• Hidden Spending Is Huge
• J&J Leads Eight Million-Dollar Spenders
• Three Other Notable Advertisers

• Skincare Beauty Shots versus Advertorials
• Soft Positioning: Teen/Tween Mags Host Trad-Brand Ads
• For Direct, Both Celebs and Real Folks
• A Dirty Joke
• Ad Sources

• Couponing
• Bonus Merchandise and Free Samples
• World’s Dirtiest Film
• Online Games

Chapter 4: The Teen/Tween Haircare Category

• The Products
• Six Main Segments
• Styling Products (gels, mousse, creams...)
• Shampoo (and Anti-Dandruff Shampoo)
• Accessories and Gift Packs
• Haircolor
• Conditioner
• Relaxers/Straighteners/Perms
• Cosmeceutical Functions
• Category Size and Growth
  • Teen/Tween Haircare Surpassing $4.4 Billion at Retail in 2007
  • Table 4-1
  • U.S. Retail Dollar Sales of Haircare Products Used by Teens and Tweens: By Product Segment, 2003-2007 (in millions of dollars)
  • Shampoo, Accessories, Conditioner Are Best-Performing
  • Segments
  • Stylers: Gel/Mousse Overshadows Spray/Spritz
  • Table 4-2
  • U.S. Retail Dollar Sales of Hairstyling Products Used by Teens and Tweens: By Product Segment, 2003-2007 (in millions of dollars)
  • Share by Segment: Stylers, Shampoo, Accessories Lead
  • Table 4-3
  • Share of U.S. Retail Dollar Sales of Haircare Products Used by Teens and Tweens: By Product Segment, 2005-2007 (in millions of dollars)
  
  
• Factors in Future Growth
  • How Notable Factors Shape Teen/Tween Haircare Category
  • Teen/Tween Audiences Level Off for a While
  • Premium and Prestige Haircare Products Take Over Mass
  • More Hairstyles Acceptable in Daily Life
  • In 2007, Key Haircare Marketers Targeting Kids
  • Green, Natural/Organic, Fair Trade Concerns Adding Price-Points, Too
  
  
• Projected Category Sales
  • Teen/Tween Haircare Growing to $3 Billion in 2012
  • Table 4-4
  • Projected U.S. Retail Dollar Sales of Haircare Products Used by Teens and Tweens, 2007-2012 (in millions of dollars)
  
  
• The Marketers
  • Of a Legion of Teen/Tween Haircare Marketers, 117 Are Notable in Mass
  • Table 4-5
  • Numbers of Significant* Haircare Marketers: By Product Segment, 2006-2007***
  • Typical Range of HBC Companies Involved
  • Table of Marketers and Brands
  • Table 4-6
  • Selected Marketers of Haircare Products Used by Teens and Tweens, 2007
  
  
• Marketer and Brand Shares
  • Haircare Share Data Do Not Reflect Full Impact of Teen/Tween Positionings
  • P&G or L’Oréal Rule Six Out of Seven Haircare Segments in Mass Channels
  • Table 4-7
  • Share of U.S. Mass Retail* Dollar Sales of Haircare Products Used by Teens and Tweens: By Brand, for 12 Months Ended July 15th, 2007 (in dollars and percent)
  
  
• Product Trends
  • Haircolor, Shampoo, Conditioner SKUs Lead New Product Counts
  • Table 4-8
  • Numbers of New Haircare Products Positioned to Teens and Tweens: By ProductScan Reports* and by SKUs, 2004 and July, 2006-June, 2007
  • “Texture,” “Big Hair” Are New Product Watchwords
  • Novel Forms and Formulas
  • Table 4-9
  • Selected New Introductions of Haircare Products Used by Teens and Tweens, 2006-2007
  • Table 4-9 [Cont.]
  • Selected New Introductions of Haircare Products Used by Teens and Tweens, 2006-2007
  
  
• Consumer Advertising Expenditures
  • Teen/Tween Haircare Marketers Spend $30 Million to Advertise
  • in 2006
  • Huge Hidden Spending Really Drives the Category
  • Quartet of Notable Spenders: L’Oréal, John Paul Mitchell, Henkel, Alberto
  
  
• Consumer Advertising Positioning
  • Beautiful Hair versus Lots of Talk
  • Ads for Generations-Old Brands in Teen Magazines
  • Green Activism + Extreme Sports + Cool Hair = Style
  • Variety
  • Texture(izer)
  • Natural/Organic Content
  • “Cheat on Your Conditioner”
  • Ad Sources
  
  
• Consumer Promotions
  • Coupons
  • Bonus Packs, Samples and Merchandise Offers
  • A Sweepstakes

Chapter 5: The Teen/Tween Color Cosmetics Category

• The Products
• Five Segments: Nail, Face, Eye, Lip, Fragrance
• Nail Makeup
• Facial Makeup
• Eye Makeup
• Lipcolor
• Fragrance
• Seasonal and Promotional Lines
• Vast Assortments
• Gift/Novelty Packs
• FDA Oversight of Cosmetics Safety

• Teen/Tween Color Cosmetics Sales Approach $1.3 Billion in 2007
• Table 5-1
• U.S. Retail Dollar Sales of Color Cosmetics Used by Teens and Tweens, 2003-2007 (in millions of dollars)
• Only Face and Eye Makeup Segments Advance in 2003-2007
• Share of Sales: Nailcare Remains Leading Teen/Tween Makeup Segment
• Table 5-2
• Share of U.S. Retail Dollar Sales of Color Cosmetics Used by Teens and Tweens: By Product Segment, 2005-2007 (in millions of dollars)

• Relative Importance of Factors
• Teen/Tween Population Drags and Boosts
• Table 5-3
• Projected U.S. Population: By Age Bracket and Gender, 2007-2015* (in thousands)
• Permissiveness, Earlier Puberty Increase Makeup Use
• Image: Prestige, Natural HBC and Green Thinking

• Teen/Tween Makeup Seen in Push to $1.5 Billion by 2012
• Table 5-4
• Projected U.S. Retail Dollar Sales of Color Cosmetics Used by Teens and Tweens, 2007-2012 (in millions of dollars)

• About 160 Color Cosmetics Marketers Significant in Mass
• Table 5-5
• Numbers of Significant* Color Cosmetics Marketers: By Product Segment, 2006-2007***
• Types of Companies Involved
• Table of Marketers and Brands
• Table 5-6
• Selected Marketers of Color Cosmetics Used by Teens and Tweens, 2007

• Makeup Share Data Only Hint at Teen/Tween Brand Rankings
• P&G Is the Queen of 9 Out of 14 Makeup Segments in Mass
• Channels
• Table 5-7
• Share of U.S. Mass Retail* Dollar Sales of Color Cosmetics Used by Teens and Tweens: By Brand, for 12 Months Ended July 15th, 2007 (in dollars and percent)

• Lip and Eye SKUs Are Most Numerous Color Cosmetics Intros
• Table 5-8
• Numbers of New Color Cosmetics Products Positioned to Teens and Tweens: By ProductScan Reports* and by SKUs, 2004 and July, 2006-June, 2007
• Shimmery, Glittery, Sparkly
• Private Labels for Tweens
• Table 5-9
• Selected New Introductions of Color Cosmetics Products Used by Teens and Tweens, 2006-2007
• Table 5-9 [Cont.]
• Selected New Introductions of Color Cosmetics Products Used by Teens and Tweens, 2006-2007
• Table 5-9 [Cont.]
• Selected New Introductions of Color Cosmetics Products Used by Teens and Tweens, 2006-2007

• Teen/Tween Makeup Advertisers Pony Up $36 Million in 2006
• Hidden Ad Dollars Tower Above Estimates
• Five Key Spenders Led by Unilever

• Is a Pretty Face Enough to Sell Your Makeup to Teens/Tweens?
• Smart Women
• Gwen, Lauren, Liv and Milla
• …versus Real Girls
• Fashion Brands Extended With Fragrances
• Ad Sources

• Couponing Teen/Tween Makeup
• Free Samples via Websites or Texting
• Making Over the Whole Cheerleading Squad
• A Weekend of Auto Racing
• A Spirited Essay Contest

Chapter 6: Teen/Tween Boys’ Personal Care

• The Products
• Two Main Boys’ Personal Care Segments: Skincare and Haircare
• Lots of Soft-Positioned Products
• Skincare
• Haircare

• Teen/Tween Boys’ HBC in Steady Push Toward $2 Billion in 2007
• Teen/Tween Boys’ Skincare Segment Approaches $1.2 Billion
• Teen/Tween Boys’ Haircare Segment Breaks $700 Million Mark
• Table 6-1
• U.S. Retail Dollar Sales of Grooming Products* Used by Teen and Tween Boys, 2003-2007 (in millions of dollars)
• Skincare Maintains the Stronger Share of Boys’ Retail $
• Soap, Cleansers, Stylers Hold Key Shares
• Table 6-1a
• Share of U.S. Retail Dollar Sales of Grooming Products Used by Teen and Tween Boys: By Product Category and Segment, 2006-2007 (in millions of dollars)

• How the Factors Balance Out
• The Young Male Population Levels Off, But Is More Efficiently Targeted
• Table 6-2
• Projected U.S. Population: By Age Bracket and Gender, 2007-2015* (in thousands)
• Boys’ -- An Audience Finally Ready for both Classy HBC and Gross-Out Comedy
• Some Teen/Tween Boys’ Ad Media Are Under-Tapped

• Teen/Tween Boys’ HBC Worth $2.3 Billion as of 2012
• Table 6-3
• Projected U.S. Retail Dollar Sales of Grooming Products* Used by Teen and Tween Boys, 2007-2012 (in millions of dollars)

• Hundreds of Marketers to Teen/Tween Boys
• A Diverse Range of Players
• Table of Marketers and Brands
• Table 6-4
• Selected Marketers of Grooming Products Used by Teen and Tween Boys, 2007

• For Teen/Tween Boys’ HBC, Share Data Do Not Tell Whole Story
• Segment Dominators Are Diverse
• Table 6-5
• Share of U.S. Mass Retail* Dollar Sales of Grooming Products Used by Teen and Tween Boys: By Brand, for 12 Months Ended July 15th, 2007 (in dollars and percent)

• Teen/Tween Boys Want Prestige HBC But Need Value
• Extensions into Skincare
• Licenses
• Table 6-6
• Selected New Introductions of Grooming Products Used: By Teen and Tween Boys, 2006-2007

• Media Spends for Teen/Tween Boys’ HBC Hit $64 Million in 2006
• Many More Ad Dollars Are Hidden
• Unilever and Dial Are Significant Advertisers
• Manliness, Adventure and Getting the Girl
• Frat-Boy Humor
• Male Personality
• What Women Want
• Sources of Ad Examples

• Couponing
• Creative Tie-Ins

Chapter 7: Focus: Ethnic Teen/Tween Grooming

• Products
• The Products
• Ethnic Segments Same as Mainstream’s -- With Different
• Emphases
• Ethnic Teens/Tweens Have Particular HBC Requirements
• Haircare
• Haircolor
• Relaxers
• Shampoo and Conditioner
• Dressings/Styling Products/Treatments
• Texturizers
• Color Cosmetics
• Skincare
• Harsh Chemical Content vs. Natural Formulation

• Teen/Tween Ethnic HBC Reaches New Height of $413 Million
• in 2007
• Teen/Tween Ethnic Haircare Thrives Lately, Reaches $278 Million
• Teen/Tween Ethnic Makeup Climbs to $89 Million
• Teen/Tween Ethnic Skincare in So-So Progress to $47 Million
• Table 7-1
• U.S. Retail Dollar Sales of Ethnic-Specific Grooming Products* Used by Teens and Tweens, by Product Segment, 2003-2007 (in millions of dollars)
• In Ethnic Haircare, Relaxers Slump While Other Products Rock
• Table 7-2
• U.S. Retail Dollar Sales of Ethnic-Specific Haircare Products Used by Teens and Tweens, 2003-2007 (in millions of dollars)
• Share by Ethnic-Specific Grooming Segment: Haircare Still
• Dominates
• Table 7-3
• Share of U.S. Retail Dollar Sales of Ethnic-Specific Grooming Products Used by Teens and Tweens: By Product Segment, 2005-2007 (in millions of dollars)

• Unique Circumstances Shape Ethnic Teen/Tween Grooming
• Category Ethnic Kids Proliferate at Stronger Pace Than Mainstream...
• Table 7-4
• Projected U.S. Population of Children, by Race, Hispanic Origin, and Teen/Tween (8-18) Age Bracket, 2007-2012 (in thousands)
• ...Yet Black Kids Will Decrease in Number
• ...And Ethnics Will Assimilate
• Ethnic-Specific HBC vs. Universally-Positioned HBC
• Ethnic Teens’/Tweens’ Spending Power
• Kids of Color Born Into Search for Alternatives to Harsh
• Chemicals

• Teen/Tween Ethnic HBC Forecast at $498 Million in 2012
• Table 7-5
• Projected U.S. Retail Dollar Sales of Ethnic-Specific Grooming Products* Used by Teens and Tweens, 2007-2012
• (in millions of dollars)

• Hundreds Field Ethnic-Specific Grooming Aids to Teens/Tweens; 46 Are Notable in Mass
• Table 7-6
• Numbers of Significant* Marketers of Ethnic-Specific Grooming Products: By Product Segment, 2006-2007***
• Types of Companies Involved
• Table of Marketers and Brands
• Table 7-7
• Selected Marketers of Grooming Products Used by Hispanic, African-American, Asian and Other Ethnic Teens and Tweens, 2007

• Share Data for Ethnic Teen/Tween Grooming Gives Hazy Picture
• In 17 Breakouts, a Narrow Field of Top Marketers and Brands
• Table 7-8
• Share of U.S. Mass Retail* Dollar Sales of Ethnic-Specific Grooming Products Used by Teens and Tweens: By Brand, for 12 Months Ended July 15th, 2007 (in dollars and percent)

• Gentler, Healthier Ethnic-Specific HBC for Use by Teens/Tweens
• Tween Texturizers
• Line Makeovers
• Table 7-9
• Selected New Introductions of Grooming Products Used by Hispanic, African-merican, Asian and Other Ethnic Teens and Tweens, 2006-2007

• Only $1 Million of Ethnic Teen/Tween HBC Media Spend Measured in 2006
• Lots of This Category’s Ad Dollars Are Hidden
• Alberto and Estée Are Only Two Notable Spenders Monitored
• Teen/Tween Models of Color Grace Ads in Mainstream Mags -- and Vice Versa
• Gentle and Healthy, Shiny and Silky
• For Tweens
• In English or…
• Sources of Ad Examples

• Bonus Product and Merchandise Offers
• A Modeling Contract, Plus $10,000
• Discounts on Shipping

Chapter 8 The Competitive Situation

• A Brief Overview
• Niche-Marketing to Teens/Tweens vs. the Broad-Stroke Approach
• Retail Dynamics: Mass, Prestige, Natural Channels All
• Blurring -- a Bit
• Nine Marketers Profiled

• Spinoff Whittles Sales Down to Projected $1.5 Billion in Fiscal 2007
• Alberto VO5, TRESemmé Given Full Youth Treatment
• A Focus on Ethnic Kids’ Haircare
• Other Alberto Brands

• Net Sales at Record $7 Billion in Fiscal 2007
• Slowly Re-Focusing a Roster of Upscale Brands to Skew Younger
• Natural/Organic Aveda Being Soft-Positioned to Youth
• Aveda the Green Marketer/Retailer

• Sales Top $53 Billion in 2006
• J&J Describes Itself as Decentralized
• Neutrogena’s Soft-Positioning to Teens/Tweens
• Other Famous J&J Brands

• World’s Biggest Cosmetics Maker Has Net Sales of €15.8 Billion in 2006
• Both Traditional and Hip, Mass and Prestige L’Oréal Brands Popular With Teens
• Serving Ethnic Teens/Tweens
• L’Oréal Acquires The Body Shop Pop-Prestige Chain

• Net Sales Jump to $76.5 Billion in Fiscal 2007
• Among Most Popular Brands in World, Teens Find Many Choices
• P&G Considering Brand Divestment...
• Other Brands Are Household Words

• Turnover of US $50 Billion -- €40 Billion -- in 2006
• A Good Outlook for 2007
• “One Unilever” Stresses Personal Care, Emerging Markets and “Vitality”
• Creator of Classic Brands Takes Axe to New Heights (of Vulgarity)
• Other Famous Unilever Brands

• girlactik beauty, John Paul Mitchell Systems and Mattel, Inc.
• girlactik beauty
• John Paul Mitchell Systems
• Mattel, Inc.

Chapter 9: Distribution and Retail Distribution

• The Traditional HBC Product Path versus DSD
• At the Retail Level
  • Margins Improved by More High-End Products in Mix
  • Macy’s Expands Assortment of Ethnic Grooming Products
  • TotalBeauty Strives to Be a Guide to 4,000 Brands
  
  
• Retail Focus: Apollo Management L.P./Claire’s Stores, Inc.
  • Claire’s Reports Net Sales of $1.5 Billion in Fiscal 2007
  • Store Count Above 3,200
  • Table 9-1
  • Numbers of Claire's Stores, Inc., Outlets: By Retail Chain Marque and/or Region, 2006-2007
  • Claire’s Sold to Apollo in 2007
  • Claire’s for Teens/Tweens…
  • …And Icing by Claire’s Is for Oldest Teens and Twentysomethings
  
  
• Retail Focus: LVMH/Sephora
  • Revenue of €15.3 Billion in 2006
  • The Ideal Mall Destination for Teens and Older Tweens: Sephora
  • Stocking Brands for Teens/Tweens
  • Sephora’s Venture With JCPenney

Chapter 10: The Consumer

• About Simmons Data
  • What They Are…
  • …And How to Use Them
  • Defining “Teen” and “Tween”: How Simmons and Packaged Facts Differ
  • The Survey’s Overall Adult Gauge
  • Marketing Regions Defined
  • Northeast
  • East Central
  • West Central
  • Southeast
  • Southwest
  • Pacific
  • Table 10-1
  • Projections of Numbers of U.S. Children Age 6-11 and 12-17: By Demographic Factor, 2006 (in thousands)
  • The Teen/Tween Consumer
    • Almost 25 Million Teens (Age 12-17)
    • Over 24 Million Tweens (Age 6-11)
    • For Teens, Allowances, Chore Money Equally Popular
    • …And Teens Pull in More Bucks
    • Table 10-2
    • U.S. Teens' (Age 12-17) Own Income from Allowance or Chores and Amount of Income, 2006 (in thousands)
    • One in Four Teens Works Outside the Household
    • Table 10-3
    • U.S. Teens' (Age 12-17) Own Income from Employment Outside Household, 2006 (in thousands)
    • Clothing, Music, Movies Most Popular Teen Expenditures
    • Table 10-4
    • Products and Activities on which U.S. Teens (Age 12-17) Spend Their Money, 2006 (in thousands)
    • Almost 3.6 Million Teens Have ATM or Debit Cards
    • For Tweens, Payment for Chores Is Most Common Source of
    • Money
    • …But Tween Earnings/Allowances Remain Low
    • Table 10-5
    • U.S. Kids' (Age 6-11) Own Income: By Source and Amount, 2006 (in thousands)
    • Cellphone and Internet Use
    • Teen Mall Visitation
    
    
  • Teen/Tween Psychographics
    • “Do You Agree With This Statement?”
    • Attitudes Regarding Appearance Are Relevant to Grooming
    • Majority of Tweens Are Eco-Minded
    • Table 10-6
    • U.S. Teens' (Age 12-17) Strong Agreement with 19 Statements Regarding Personal Appearance, 2006 (in thousands)
    • Table 10-7
    • U.S. Kids' (Age 6-11) Agreement with Six Statements About the Environment, 2006 (in thousands)
    
    
  • The Teen Consumer of Skincare Products
    • Over 23 Million Teens Use Deodorant
    • Clear, Stick, Scented Deodorants See Most Widespread Use
    • Deodorants So Popular That No Factors in Use Stand Out
    • Dove, Axe, Secret Are Most Commonly Used Deodorant Brands
    • Teen Facial Cleanser Users Exceed 15 Million
    • Foaming Face Wash Leads Facial Cleanser Use by Type
    • Reasons That Teens Use Facial Cleansers: Acne and Effects
    • of Age
    • Girls, Blacks, Affluent Featured in Facial Cleanser/Medicated
    • Products Use
    • Clean & Clear Is Most Popular Facial Cleanser
    • Over 13 Million Teens Moisturize
    • “Regular” and Lotion Moisturizers Lead Use
    • In Teen Moisturizer Use, West Coasters, Poorer Households Are Standouts
    • Moisturizer Marques Led by Bath & Body Works and Private Label
    • Ten Million Teens Use Shave Cream; Girl Shavers Outnumber Boy Shavers
    • Aerosol Gel Is Most Popular Shave Cream Form
    • Shave Cream Use: Girls, Whites, Northeasterners Are Key Demographics
    • Gillette Most Preferred Shave Cream
    • Teen Suncare Users Number Almost 12 Million
    • Teens Most Prefer Strong Sunblock
    • Standouts in Teen Suncare Use: Girls, Younger Teens, Whites
    • Coppertone Still the Blue-Chip Brand in Teen Suncare Use
    • Table 10-8
    • U.S. Teens' (Age 12-17) Use of Deodorant/Antiperspirant: By Type or Form, 2006 (in thousands)
    • Table 10-9
    • Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Deodorant and Antiperspirant, 2006 (in thousand)
    • Table 10-10
    • U.S. Teens' (Age 12-17) Use of Deodorant/Antiperspirant: By Brand, 2006 (in thousands)
    • Table 10-11
    • U.S. Teens' (Age 12-17) Use of Facial Cleansing and Medicated Products: By Type, 2006 (in thousands)
    • Table 10-12
    • U.S. Teens' (Age 12-17) Use of Facial Cleansing and Medicated Products: By Reason, 2006 (in thousands)
    • Table 10-13
    • Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Facial Cleansing and Medicated Products, 2006 (in thousand)
    • Table 10-14
    • U.S. Teens' (Age 12-17) Use of Facial Cleansing and Medicated Products: By Brand, 2006 (in thousands)
    • Table 10-15
    • U.S. Teens' (Age 12-17) Use of Moisturizer: By Form and Type, 2006 (in thousands)
    • Table 10-16
    • Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Moisturizer, 2006 (in thousand)
    • Table 10-17
    • U.S. Teens' (Age 12-17) Use of Moisturizer: By Brand, 2006 (in thousands)
    • Table 10-18
    • U.S. Teens' (Age 12-17) Use of Shave Cream/Gel: By Form, Type and Scent, 2006 (in thousands)
    • Table 10-19
    • Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Shave Cream/Gel, 2006 (in thousand)
    • Table 10-20
    • U.S. Teens' (Age 12-17) Use of Shave Cream/Gel: By Brand, 2006 (in thousands)
    • Table 10-21
    • U.S. Teens' (Age 12-17) Use of Suntan, Sunscreen and Sunless Tanning Products: By Type, 2006 (in thousands)
    • Table 10-22
    • Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Suntan, Sunscreen and Sunless Tanning Products, 2006 (in thousand)
    • Table 10-23
    • U.S. Teens' (Age 12-17) Use of Suntan, Sunscreen and Sunless Tanning Products: By Brand, 2006 (in thousands)
    
    
  • The Tween Consumer of Skincare Products
    • Tween Bubble-Bathers Approach 13 Million
    • Bubble Bath Use Skewed to Girls, Blacks
    • Tween Deodorant Users on Way to 9 Million
    • Tween Deodorant Profile Skews to Older Tweens, Lower Household Income
    • Nearly 11 Million Tweens Use Lip Balm/Lip Care Products
    • Lip Balm/Lip Care Use: Girls, Asians, Affluence Are Stars
    • Almost 4 Million Tweens Use Medicated Skincare Products
    • In Use of Medicated Skincare Products, Girls, Older Tweens, Blacks Are Prominent
    • Around 16 Million Tween Users Each for Liquid and Bar Soap
    • Types
    • Similar Profiles of Tween Use of Soap Types
    • Almost 12 Million Tween Suncare Product Users
    • Suncare Use Keyed to Girls, Whites, Affluence
    • Table 10-24
    • Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Bubble Bath, 2006 (in thousands)
    • Table 10-25
    • Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Deodorant, 2006 (in thousands)
    • Table 10-26
    • Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Lip Balm/Lip Care Products, 2006 (in thousands)
    • Table 10-27
    • Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Medicated Skincare (in thousands)
    • Table 10-28a
    • Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Soap: Liquid Soap, 2006 (in thousands)
    • Table 10-28b
    • Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Soap: Bar Soap, 2006 (in thousands)
    • Table 10-29
    • Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Suncare Products, 2006 (in thousands)
    
    
  • The Teen Consumer of Haircare Products
    • Over 14 Million Teens Use Conditioner
    • “Normal Hair” and Rinse-Out Conditioners Most Popular
    • In Conditioner Profile, Girls, Blacks, West Coasters Stand Out
    • Value-Priced Suave Conditioner Most Popular With Teens
    • About 3.5 Million Teens Color Their Hair
    • Permanent Color Most Preferred by Teens
    • Haircoloring Teens Characterized by Girls, Older Teens, Low Levels of Affluence
    • Clairol Haircolor Is the Teen Favorite
    • Teen Hairspray User base Approaches 8 Million
    • Scented and Aerosol Sprays Are Most Frequent Choices
    • Prominent in Teen Use of Hairspray Are Girls, Blacks, Hispanics, Poorest Households
    • Suave Is Teens’ Favorite Hairspray Brand
    • Teens Using Styling Products Near 11 Million
    • Teens’ Preferred Styler Is Gel
    • Teen Styler Use Favored by Girls, Blacks, Hispanics, Low Incomes
    • Suave Is Teens’ Favorite Styler Brand
    • Almost 3 Million Teens Use Relaxers
    • Relaxers: Regular and Cream Varieties Most Commonly Used by Teens
    • In Relaxer Use, Girls, Southerners, Blacks, Hispanics Are Standouts
    • Dark & Lovely Is Teens’ Favorite Brand of Relaxer
    • Over 24 Million Teens -- Practically All -- Use Shampoo
    • “Normal Hair,” All Purpose/Regular Are Teens’ Preferred Shampoo Types
    • No Standout Skews in Teens’ Use of Shampoo
    • Suave, Pantene Pro-V Are Teens’ Shampoo Brands of Choice
    • Table 10-30
    • U.S. Teens' (Age 12-17) Use of Hair Conditioner: By Type and Form, 2006 (in thousands)
    • Table 10-31
    • Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Hair Conditioner, 2006 (in thousands)
    • Table 10-32
    • U.S. Teens' (Age 12-17) Use of Hair Conditioner: By Brand, 2006 (in thousands)
    • Table 10-33
    • U.S. Teens' (Age 12-17) Use of Haircolor: By Type, 2006 (in thousands)
    • Table 10-34
    • Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Haircolor, 2006 (in thousands)
    • Table 10-35
    • U.S. Teens' (Age 12-17) Use of Haircolor: By Brand, 2006 (in thousands)
    • Table 10-36
    • U.S. Teens' (Age 12-17) Use of Men's/Women's Hair Spray: By Type and Form, 2006 (in thousands)
    • Table 10-37
    • Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Men's/Women's Hair Spray, 2006 (in thousands)
    • Table 10-38
    • U.S. Teens' (Age 12-17) Use of Men's/Women's Hair Spray: By Brand, 2006 (in thousands)
    • Table 10-39
    • U.S. Teens' (Age 12-17) Use of Hairstyling Products (Mousse, Gel, Cream, Lotion, etc.): By Form, 2006 (in thousands)
    • Table 10-40
    • Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Hairstyling Products (Mousse, Gels, Cream, Lotion, etc.), 2006 (in thousands)
    • Table 10-41
    • U.S. Teens' (Age 12-17) Use of Hairstyling Products (Mousse, Gel, Cream, Lotion, etc.): By Brand, 2006 (in thousands)
    • Table 10-42
    • U.S. Teens' (Age 12-17) Use of Relaxers/Home Permanents: By Type and Form, 2006 (in thousands)
    • Table 10-43
    • Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Hair Relaxers and Home Permanents, 2006 (in thousands)
    • Table 10-44
    • U.S. Teens' (Age 12-17) Use of Hair Relaxers and Home Permanents: By Brand, 2006 (in thousands)
    • Table 10-45
    • U.S. Teens' (Age 12-17) Use of Shampoo: By Type, 2006 (in thousands)
    • Table 10-46
    • Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Shampoo, 2006 (in thousands)
    • Table 10-47
    • U.S. Teens' (Age 12-17) Use of Shampoo: By Brand, 2006 (in thousands)
    
    
  • The Tween Consumer of Haircare Products
    • Nearly 12 Million Tweens Use Hair Conditioner
    • Tween Conditioner Use Skews to Girls, Asians, Affluent
    • Households
    • Over 8 Million Tweens Style With Gel, Mousse, Etc.
    • Girls, Ethnic Kids, Broader Age Span Figure in Styler Use
    • Tween Shampooer Base Exceeds 24 Million
    • No Standout Demos in Tween Shampoo Use
    • Suave, L’Oréal, Johnson’s Are Shampoos Most Widely Consumed by Tweens
    • Table 10-48
    • Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Hair Conditioner, 2006 (in thousands)
    • Table 10-49
    • Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Hairstyling Products, 2006 (in thousands)
    • Table 10-50
    • Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Shampoo, 2006 (in thousands)
    • Table 10-51
    • U.S. Children's (Age 6-11) Households' Use of Shampoo: By Favorite Brand, 2006 (in thousands)
    
    
  • The Teen Consumer of Color Cosmetics
    • Almost 6 Million Teens Apply Blush
    • Teen Blusher Use Features Whites, the Affluent, Southwesterners
    • Among Blushers, Cover Girl, Avon Are Teen Faves
    • Nine Million Teens Use Eye Makeup
    • Teen Southeasterners, Whites Favor Eye Makeup Use
    • Less Loyalty to Eye Makeup Brands, But Cover Girl Is Most Frequent Teen Choice
    • Teens Applying Foundation Number 7 Million
    • Liquid Edges Out Other Forms of Foundation Used by Teens
    • Foundation Use Skewed to Older Teens, Whites, Affluent
    • Households
    • Cover Girl Leads Teen Choices of Foundation Brands
    • Virtually Every Teen Girl Uses Lipcolor/Lip Gloss, for a Force of 10 Million
    • Lip Gloss the Most Widely Used Lip Makeup
    • Lipcolor/Lip Gloss Base Stars Thirteen-Year-Olds and Somewhat Affluent
    • Wet ‘N Wild, Teens’ First Choice of Lipstick/Lip Gloss
    • Over 8 Million Teen Mascara Users
    • Waterproof Mascaras Are Most Popular With Teens
    • Teen Mascara Use Skews to Older Kids, Whites
    • Maybelline Dominant Choice of Teen Mascara Users
    • Nail Polish: Over 9 Million Teens Use
    • Nail Polish Base Has Younger Teen, Northeastern, Affluent Prominences
    • Wet ‘N Wild Is Clearly Most Popular Nail Polish
    • Teen Fragrance Users or Purchasers Top 14 Million
    • Body Spray, Perfume the Most Popular Fragrance Types
    • Most Fragrance Bought for Oneself, Not as a Gift
    • Standouts in Teen Fragrance Use: Older Teens, Ethnics, Northeasterners
    • Teens’ Preferred Fragrance: Bath & Body Works, Victoria’s Secret, Tommy Hilfiger, Adidas
    • Table 10-52
    • Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Blusher, 2006 (in thousands)
    • Table 10-53
    • U.S. Teens' (Age 12-17) Use of Blusher: By Favorite Brand, 2006 (in thousands)
    • Table 10-54
    • U.S. Teens' (Age 12-17) Use of Eye Makeup: By Type, 2006 (in thousands)
    • Table 10-55
    • Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Eye Makeup,* 2006 (in thousands)
    • Table 10-56
    • U.S. Teens' (Age 12-17) Use of Eye Makeup,* by Brand, 2006 (in thousands)
    • Table 10-57
    • U.S. Teens' (Age 12-17) Use of Foundation Makeup: By Type, 2006 (in thousands)
    • Table 10-58
    • Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Foundation Makeup, 2006 (in thousands)
    • Table 10-59
    • U.S. Teens' (Age 12-17) Use of Foundation Makeup: By Brand, 2006 (in thousands)
    • Table 10-60
    • U.S. Teens' (Age 12-17) Use of Lipcolor and Lip Gloss: By Form, 2006 in thousands)
    • Table 10-61
    • Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Lipstick and Lip Gloss, 2006 (in thousands)
    • Table 10-62
    • U.S. Teens' (Age 12-17) Use of Lipstick and Lip Gloss: By Brand, 2006 (in thousands)
    • Table 10-63
    • U.S. Teens' (Age 12-17) Use of Mascara: By Type, 2006 in thousands)
    • Table 10-64
    • Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Mascara, 2006 (in thousands)
    • Table 10-65
    • U.S. Teens' (Age 12-17) Use of Mascara: By Brand, 2006 (in thousands)
    • Table 10-66
    • Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Nail Polish, 2006 (in thousands)
    • Table 10-67
    • U.S. Teens' (Age 12-17) Use of Nail Polish: By Brand, 2006 (in thousands)
    • Table 10-68
    • U.S. Teens' (Age 12-17) Use of Perfume, Cologne and Eau de Toilette: By Form/Type, and by Purchase for Oneself or for Someone Else, 2006 (in thousands)
    • Table 10-69
    • Demographic Factors Favoring U.S. Teens' (Age 12-17) Use of Perfume, Cologne and Eau de Toilette, 2006 (in thousands)
    • Table 10-70
    • U.S. Teens' (Age 12-17) Use or Purchase of Perfume, Cologne and Eau de Toilette: By Brand, 2006 (in thousands)
    
    
  • The Tween Consumer of Color Cosmetics
    • Tween User base for Lipstick/Lip Gloss Surpasses 7 Million
    • Tween Nail-Polishers Are 8 Million Strong
    • Tweens Using “Other” Makeup Stand at Near 3 Million
    • Tween Boys’ Use of Makeup Explained
    • Tween Makeup User-Profiles Skew to Girls, 9-11-Year-Olds, Blacks
    • Table 10-71a
    • Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Color Cosmetics: Lipstick/Lip Gloss, 2006 (in thousands)
    • Table 10-71b
    • Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Color Cosmetics: Nail Polish, 2006 (in thousands)
    • Table 10-71c
    • Demographic Factors Favoring U.S. Children's (Age 6-11) Use of Color Cosmetics: Other Makeup, 2006 (in thousands)