Teens present burgeoning market in underarm care
Manufacturers of antiperspirant/deodorant should take different approaches when marketing to adults and teens, as they each have different requirements for deodorants, according to market research firm Mintel.
“Antiperspirant/deodorant use a- mong teens is at 92%, placing them on par with adults,” stated Amy Ziegler, global personal care analyst at Mintel. “However, teens and adults have different requirements for their deodorants, so it’s important that manufacturers market to each segment appropriately. Marketers should consider distributing samples at teen-oriented clothing stores and using social networking sites to build interest in their brands.”
According to Mintel’s latest report, the antiperspirant/deodorant segment experienced 16% growth between 2006 and 2011, and population growth in the United States will continue to drive this market through 2016 and beyond.
Manufacturers undoubtedly are looking to freshen up the segment by developing products that promise greater protection and enhanced technology. For example, Unilever has launched for 2012 new products under its Dove and Degree brands.
In March, the Dove brand introduc-ed its new Clear Tone antiperspirant/ deodorant, which is positioned as the only deodorant in the United States that is designed to reduce red and dark marks and even skin tone.
The Degree brand has added two new variants for 2012: Degree Women Expert Protection with motionSense in Linen Dry and Degree Women Clinical Protection with motionSense in Cotton Fresh. The motionSense technology is designed to keep women feeling constantly fresh and protected.
For girls, Degree has added the Twilight Kiss fragrance, available in an antiperspirant/deodorant and body mist, and the Just Dance fragrance body mist. The launch of the new fragrances for girls is in line with Mintel’s research findings.
According to Mintel, when it comes to the format of their deodorant, teens significantly favor scented products (93%) more than the 78% scented product usage among adults. Meanwhile, 77% of teens said they like a solid/stick, and 76% prefer clear/invisible deodorants.
Loyalty is not king when it comes to deodorant users, according to the research. Half of Mintel respondents reported experimenting with other brands in the previous 12 months, but fewer than 1-out-of-5 actually switched brands completely. Age is the main driver shaping consumer willingness to experiment. Younger users were significantly more likely to make the switch than their older counterparts, which, according to Mintel, reinforces that the young consumer group should be the core focus for marketers.
Some 40% of women said they pick out or purchase their significant other’s antiperspirant/deodorant versus only 18% of men who do the same for their partners. Therefore, even when marketing products to men, the response of female consumers to packaging, scent and branding should be taken into account.
The “all-natural” and “organic” movement that has hit other industries hasn’t quite made the same impact in the world of underarm care. Mintel’s research confirmed that only 1-out-of-10 people usually use antiperspirant/deodorant with all-natural ingredients, and fewer than 1-out-of-20 buy all- organic products.
“However, 14% of women and 16% of men report having skin that is easily irritated by antiperspirant/deodorant, which could help drive the all-natural, organic and hypoallergenic formulations in the future,” Ziegler noted.
Men cut into grooming
A recent study by market research company the NPD Group on the men’s grooming market found that more than 9-in-10 men are using some sort of grooming product today, whether it is a skin care, shave or hair care product. In looking at recent sales data from SymphonyIRI Group, the grooming/ shaving scissors segment undoubtedly is a shining star among guys.
Sales of grooming/shaving scissors at food, drug and mass (excluding Walmart) soared nearly 24% to almost $360 million during the 52 weeks ended April 15, according to SymphonyIRI Group.
“The reality is that 9-out-of-10 men now use grooming products of some kind,” stated Kristi Crump, marketing director of personal care at Philips Consumer Lifestyle. “Philips Norelco’s PowerTouch shavers are designed for the guy who is looking for a quick and convenient way to improve his daily shaving experience — wet or dry.”
Crump is referring to the brand’s new PowerTouch and PowerTouch with Aquatec shavers that recently launched at such retailers as Walmart and Target. The PowerTouch with Aquatec features rounded, low-friction heads that adjust to minimize skin irritation, as well as wet and dry technology.
Earlier this year, Gillette unveiled its precision styling tool for men with facial hair. Dubbed the Gillette Fusion ProGlide Styler, it combines Braun’s trimming technology with Gillette’s blade technology to master facial hairstyle with ease.
To help men groom their body, Clio Designs unveiled earlier this year its new longneck DIY cordless rechargeable body shaver called the Hypergroom body groomer. The triple-blade groomer offers bi-directional trimming and shaving.
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.