Youth Marketing in Cosmetics and Toiletries - Business Insights

Bipartite purchasing decisions 89
Limited disposable income available 91
Self image and self-awareness developing 91
Desire to grow up quickly 91
Willing to experiment but not comfortable with entirely new products 92
Marketing mix: The key variables 92
New Product Development (NPD) 92
Media advertising 97
In-store marketing 98
Future outlook 99
Case study: Brendon Cologne 100
Chapter 8
Teenagers, the 14 to 17 year old
age category 103
Targeting teenage consumer characteristics 104
High degree of consumer knowledge 104
Ability to work gives degree of financial independence 104
Decision making is mostly independent but can be constrained by parents 105
Trends are adopted and discarded quickly 105
Access to large amounts of information and interest in new media 106
Marketing mix: The key variables 106
New product development 106
Media advertising 110
In-store marketing 111
Future outlook 111
Chapter 9 Industry opinion survey 113
Introduction 114
The rate of growth of the youth cosmetics and toiletries market 115
Growth opportunity by product category 116
The key growth drivers for the youth market 117
Key drivers for the child age group 117
Key drivers for the tween age group 118
Key drivers for the teen age group 119
Manufacturers or brands targeting the youth market 119
The most important features of New Product Development 120
The most important features of NPD for children 120
The most important features of NPD for tweenagers 121
The most important features of NPD for teenagers 122
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