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Teen and Tween market: Key target audience in 2017

By Natasha Spencer , 03-Jan-2017
Last updated on 03-Jan-2017 at 13:31 GMT2017-01-03T13:31:50Z

Teen and Tween market: Key target audience in 2017

The beauty and cosmetics industries in APAC continue to prioritise market understanding, innovation and creativity, along with research and development to launch revolutionary products that appeal to both domestic and international markets.

Marketing these products to the correct target sectors is crucial to their success. We spoke to Sharon Kwek, Senior Beauty and Personal Care Innovation and Insight Analyst at Mintel on why brands have identified the teen and tween market as so significant and how they will be forging ahead with marketing efforts to gain appeal in 2017.   

Increasingly, APAC brands are now focusing on creating sophisticated marketing campaigns that appeal to this specific target audience.  

As 24-hour beauty demands become a growing trend, companies are encouraging the teen and tween market to invest in a selection of enhancing products that satisfy their cosmetics and beauty needs throughout the day.

New waves of communication

Sharon Kwek, Senior Beauty and Personal Care Innovation and Insight Analyst at Mintel emphasised how “millennials are a uniquely independent group of individuals” as “they have a set of their own views on things”, leading brands to rethink their promotional activities and marketing messages.

“While they may or may not necessarily have the spending capacity in comparison to the more mature group of consumers, brands target them now with the future in mind,” Kwek added.

Mintel reported that 81% of 10-15 year olds who use a mobile device in the UK use a second screen while they watch TV. Brands, therefore, need to tailor their production and promotional efforts to this technologically-savvy market segment to evolve and remain current.

“Millennials are very influential on social media, which is increasingly important in this modern and connected world that we live in today,” Kwek highlighted.

“They re-create contents in their own context, bringing about brand awareness and instilling freshness in today’s society that is always demanding new things,” Kwek went to say.

Rather than underestimating and oversimplifying the sector, Kwek added: “while we tend to look at millennials as a whole, they are made up of interesting individuals who are very diverse in their behaviours”.

Pairing technology with beauty

A considerable proportion of Chinese consumers are concerned about the effect that sunlight UV and pollution damage have on both their skin and hair.

This is backed by science as dermatologists state that High Energy Visible light, which is given out from technological gadgets such as mobiles and computer screens, can penetrate the skin on a deeper level than UV light.

With 99% of Chinese consumers owning a smartphone and 83% of 18-34 year old Thai consumers online, brands are adapting their beauty regimes to overcome these problems and targeting their marketing efforts to the younger demographic.  

Japan-based giant Panasonic has launched a new mirror that has the capability to diagnose skin conditions and create a 3D skin to hide blemishes and other imperfections.

Google has created design outlines for a host of products that strive to monitor differences in weight, blood pressure and organ health. To date, it has filed patents that focus on ultrasonic bathtub designs, pressure-sensing toilets, electricity and pressure-sensing mats and colour recognition mirrors.

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