Youth Marketing in Cosmetics and Toiletries - Business Insights

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The most effective advertising media 123 The most effective advertising media for children 123 The most effective advertising media for tweenagers 124 The most effective advertising media for teenagers 125 The most important distribution channels 126 The countries that lead youth marketing in cosmetics and toiletries 128 List of Figures Figure 0.1: Segmenting the youth market 9 Figure 3.2: Cosmetics and toiletries sales by country (US$bn), 1998 21 Figure 3.3: Sales by product category (% value), 1998 22 Figure 3.4: The US is the most developed youth market 24 Figure 3.5: Population by age group, 1998 29 Figure 3.6: Child pocket money in Europe, 1998 31 Figure 3.7: Average pocket money levels per annum by country (US$/child), 1998 31 Figure 3.8: Women’s share of the labour force in Europe and the US (%), 1995-99 33 Figure 3.9: Spending on toys and games by country (US$m), 1998. 35 Figure 4.10: Segmenting the youth market 39 Figure 4.11: The independence of age categories as consumers 46 Figure 4.12: The bipartite purchasing decision 47 Figure 4.13: Parental influence and youth income. 51 Figure 4.14: Factors contributing to the increased effectiveness of pester power 52 Figure 5.15: Factors contributing to NPD 57 Figure 5.16: Henkel’s Schauma Kids features child kind formulas 58 Figure 5.17: Summary of media advertising for young consumers at present 66 Figure 6.18: Differing child and parental concerns in the purchasing decision 74 Figure 6.19: Colgate, offers products that feature cartoon characters. 80 Figure 6.20: Summary of media advertising effectiveness to children 82 Figure 6.21: L'Oréal Kids Range 85 Figure 7.22: Tween and parental concerns in the purchasing decision 90 Figure 7.23: Summary of media advertising to tweenagers 97 Figure 7.24: Brendon Cologne 100 Figure 8.25: Teen and parental concerns in the purchasing decision 105 Figure 8.26: Tommy girl by Tommy Hilfiger 109 Figure 8.27: Summary of media advertising to teenagers 110 Figure 9.28: Current and future growth rates in youth marketing 115 Figure 9.29: Relative importance of growth by product category 116 Figure 9.30: Key drivers for the child age group 117 Figure 9.31: Key drivers for the tween age group 118 Figure 9.32: Key drivers for the teen age group 119 Figure 9.33: Most important features in child NPD 120 Figure 9.34: Most important features in tween NPD 121 Figure 9.35: Most important features in teen NPD 122 Figure 9.36: Most effective advertising media for children 123 Figure 9.37: Most effective advertising media for tweenagers 124 Figure 9.38: Most effective advertising media for teenagers 125 Business Insights iv
Figure 9.39: Overall relative importance of distribution channels 127 Figure 9.40: Countries driving youth marketing 128 List of Tables Table 3.1: Overall cosmetics and toiletries sales by country (US$m), 1994-98 20 Table 3.2: Cosmetics and toiletries sales by category (US$m), 1998 21 Table 3.3: US youth expenditure spend on cosmetics and toiletries by age group (US$/head), 1998 23 Table 3.4: Youth spending on cosmetics and toiletries (US$m), in 1998 24 Table 3.5: Future youth spending on cosmetics and toiletries in (US$) 25 Table 3.6: Population (0-4 years), by country (millions) 27 Table 3.7: Population (5-9 years), by country (millions) 27 Table 3.8: Population (10-14 years), by country (millions) 28 Table 3.9: Population (15-19 years), by country (millions) 28 Table 3.10: Pocket money for 4 to 14 year olds and total pocket money of 4 to 14 year olds per country, 1998 30 Table 3.11: Average weekly pocket money in the UK(£m), 1994-98 32 Table 3.12: Spending on toys and games per capita (US$m), 1998 35 Table 4.13: Divorce rate as a % of marriages by country, 1998 53 Table 4.14: Household sizes in per capita per house 1994-1998 53 Table 5.15: Global cinema admissions per country in millions, 1993 –1997 64 Table 5.16: PC households by country 1998-2003 65 Business Insights v
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Youth Marketing in Cosmetics and Toiletries - Business Insights

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