Author : Vera Maienschein

Current market studies show that today’s teenagers have considerable financial means at their disposal. From very early on, they decide for themselves what they want to spend their money on. But it is not only their spending power that makes this target group interesting.

Surveys reveal that the most important phase for brand imprinting already starts at adolescence; and we all know it is easier to gain a new consumer than it is to »re-educate« a faithful consumer of the competition. Alongside fashion and mobile telephones, cosmetics is one of the »high interest« segments for teens and young adults. Beauty can be considered a hobby. On average, girls spend 35 minutes a day on grooming and styling, and use 14.1 cosmetic products.

If you ask what the most important product group is, then the first answer will be face care. After that comes face cleansing, make-up (among girls only), deodorants, hairstyling, hair care and finally body care.

If you want to select the right active ingredients for a successful product, you must be familiar with the typical skin problems that arise at this age and also – just as importantly – the special needs of this heterogeneous target group. Only then will you succeed in winning young adults over and securing a long-term trust in your product.