Youth Marketing in Cosmetics and Toiletries

“Manufacturers have used various methods in order to target the youth

market more effectively. These methods are also interacting with the efforts

of retailers to encourage youth purchases to drive market growth.” Youth

Marketing in Cosmetics and Toiletries

Youth Marketing in Cosmetics and Toiletries is leading many companies’

quest for organic growth as adult markets become increasingly saturated.

Higher disposable household incomes and a rise in expenditure on youth specific

products has lead manufacturers to launch products targeted at children, such

as

L'Oréal Kids.

This initiative has been instrumental in redefining both the expectations of

customers and traditional category boundaries, revolutionising current strategies

in targeting the younger consumer.

In the US the youth market has been a major area of manufacturer activity and

this trend is set to spread to European countries, notably the UK and France.

The next stage of development will see manufacturers targeting more specific

consumer groups such as children, tweenagers and teenagers as well as defined

male, female and ethnic groups.

Youth Marketing in Cosmetics and Toiletries identifies the opportunities

for both manufacturers and retailers in targeting young consumers of cosmetics

and toiletries. It explains the key factors underpinning growth, segments the

youth market, quantifies the revenue opportunities and establishes a set of

marketing mix tools for exploiting growth.

STRUCTURE AND SCOPE

- Market size growth and potential -

Data on the size of both the conventional cosmetics and toiletries market and

the youth markets.

This section analyses the contrasting rates of growth between both countries

and categories and gives five-year forecasts to 2002 for effective strategic

planning.

Also included is information on pocket money levels and youth spending.

- Youth market characteristics and marketing mix -

A comprehensive analysis of all the main characteristics of the youth markets,

from the best age segmentation to the most effective marketing mix.

- Targeting the youth market by age segment -

This includes best practice enabling you to target each age segment effectively.

- The industry opinion survey -

Unique survey into the attitudes of key executives about the present and future

situation of the youth market.

Covering drivers, target audiences, criteria for success and the future path

of development.