Blossom launches tween skin care at HBA
Blossom runs with tagline ‘Created 4 Girls, By Girls’ and promises to protect the ‘radiant natural beauty of youth’.
A family affair
The concept is the brain child of Brandi Wallace who has created the products with her four daughters Bailey, Bexley, Brooklyn and Berry.
The girls’ skin care needs are as distinct as their characters, according to the company, and a range of products has been named after each of them.
Bailey’s is the core skin care collection including a cleanser, toner and moisturizer with SPF. The Bexley range encompasses, amongst other products, an SPF 15 lip balm and SPF 30 moisturizer.
Brooklyn is who you look to for hair care and Berry’s collection includes body lotion, shower gel and body powder.
Blossom has used the girls’ personalities in an attempt to attract the attention of the tween consumer – one that is becoming increasingly important in the industry.
The website contains biographies of each character and even has a space for visitors on the site to ask their ‘sis’ about their various beauty needs. The four girls are BFFs, best friends forever, for the uninitiated, and the ‘pretty in pink’ site proclaims that they learnt from an early age that being bold, smart and strong is the key to looking good.
“We want to be the first and leading company to help young tween ladies see the value of not just ‘making up’ their face but truly taking care of it and laying the foundation for a lifetime of great skin,” Blossom founder Brandi Wallace explained.
Tweens valued highly within the industry
The value of the tween market is certainly being recognised by the industry and an increasing number of companies are springing up, dedicated to the skin care of the younger generation.
A recent NPD report valued the market for products aimed at girls aged between 8 and 12 at $500m.
The report highlighted the fact that Mum is usually the buyer and therefore products have to attract both interest from the young girls and respect and trust from the parent.
Furthermore, last week’s HBA show had a conference devoted to babies, toddlers and tweens and how to involve parents in the marketing of these products.
