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How to reach your target group - Cosmetics for teenagers

  • Politech
  • Elias Bittan
Beauty, Personal Care, Cosmetics, Face, Packaging Decoration, Colouring

Targeting, choosing the target group, and looking for a product niche refers to one particular issue. In order to really understand those terms, it is worth describing them using a specific example, such as cosmetics for teenagers. While creating a new cosmetic line, a company should accurately identify the recipients of their products and select the proper means of communicating with this group.

Choosing the target group

Manufacturers, while designing a new series of products, carry out numerous marketing research to determine their target. Generally, they look for a group that is least satisfied with the product offerings available on the market. Such research is carried out on a group of people from a wide sociodemographic range. Next, the satisfaction level of particular groups is determined and thus, a particular target group is chosen.

Another way to do that is to pre-set a group that may not be satisfied with the range of products offered to them. People with a common characteristic are then selected so that a company may thoroughly analyse their needs and determine the ways of satisfying them. The criteria for such a selection of subjects may be, for example: allergy-prone skin, specific skin problems, similar views (e.g. vegans), or an interest in a given trend (e.g. organic cosmetics). Their needs are then defined more accurately and a sample product series for this group is prepared.

The best-known brands of cosmetics for teenagers

The market is packed with teen product lines and teenage cosmetic brands. Among heaps of “Young” or “Teen” products, the most visible ones include the Under 20 and Clean&Clear brands. Both series were clearly distinguished from the companies they are a part of. Under 20 is a part of Dr Irena Eris Cosmetics Laboratory, and Clean&Clear belongs to Johnson&Johnson.

However, it is different in the case of cosmetic products for teenagers such as Ziaja NUNO, Nivea Young, and AA Young. They rely on the success achieved by their company brands. On the one hand, such a choice may be beneficial because a well-known brand enjoys certain confidence among consumers. On the other hand, customers may not like the “shredding” of companies that have so far been specialising in products for a completely different target group.

How to choose a communication strategy for a particular target group

Age distinction is rarely introduced among teenage products. 11-year-olds do not have many skin problems, and the problems of 15-year-olds are already very different from those of 19-year-olds. In addition, age targeting is impeded by a different pace of adolescence. Thus, such products should be developed taking into account specific skin problems instead of age of their users.

However, if we really want to distinguish a product among one age group, we can personalise the type of its visual message. An interesting example of that is Bielenda #InstaPerfect cosmetics. The name itself strongly evokes to the Internet culture. It contains a popular hashtag and a combination of the Instant Beauty trend with Instagram, promising perfect complexion. Moreover, vivid colours and patterns on the packaging underline the product’s unique character.

Creating a new product line involves a lot of tedious research into market needs and a subsequent design process tailored to the selected target group. However, all these activities are worth the price because finding your own niche in a very competitive market gives you the best chance of success.

See also

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Does Slow Life affect the cosmetics market?

Stress, putting our professional life before private matters, constant haste in all daily activities, eating on-the-go, a lack of sleep, no time for our family… These things are typical of contemporary times. And it is precisely them that the increasingly popular Slow Life lifestyle is supposed to counteract. Its characteristics are becoming noticeable in many areas of life as well as in various industries. Similar trends can be observed in the cosmetics market, where both the producers and the consumers are heading towards Slow Life.

Bespoke production is beneficial for the customer

Politech offers standardised products such as caps for perfume bottles, rings and jars for cosmetics. Every item and even individual parts of the items may be ornamented using the following methods: vacuum metal coating, UV varnishing, hot-stamping or full body colouring. Other options available: matt finish, glitter or pearl effect. That way, the range of possibilities is really huge and if we sold stock products, it would hamper the imagination of our customers and limit our development.

Instant Beauty - What is it all about and how can you use it?

Although Slow Life continues to be one of the most influential trends in the consumer market, there is also a large group of people who have a different approach to life. This group of consumers chooses cosmetics with great care, assessing their composition. They also have certain requirements related to life in a constant hurry. Instant Beauty expects quick results, 3-in-1 cosmetics, and products combining care cosmetics with colour cosmetics.

How France became the perfume capital of the World

Sophistication, sensuality, luxury, beautiful scents and chic. Why is it that France is associated with these values? Why is it that French perfume is also associated with these qualities? Is it because of the unique plants and climate, which influences the locally-grown perfume ingredients? Perhaps it is so because the French have the best “noses” in the world? Perhaps there used to be real reasons for this, but the advantage of French perfume today only extends to marketing?

  • Topic Entry
  • English
  • Modified 25 Jun 2018
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