Tweens and teens targeted with new skin care line

By Simon Pitman

- Last updated on GMT

Related tags Skin care line Adolescence

A niche is developing for tween and teen skin care products, evinced by the new launch from New Jersey-based company, Before.

It is launching the b416 range, which aims to educate girls aged 11 and 12 on how to look after their skin from an earlier age, while likewise appealing to the older teenage group.

While being targeted at this specific age group, it is also tapping into the ever-growing niche for natural-based formulations, having been formulated with natural fruit and botanical extracts, essential oils and vitamins aimed at cleansing, moisturizing and protecting teenage skin.

Tapping into significant growth

The Kline Group estimates that the natural personal care market grew by 19 percent to reach $2bn in 2008 and is predicting that it should display further growth in 2009, despite the economic downturn.

The range inclues a b’fresh cleanser, b’radiant moisturizer and b’cool toner aimed at addressing the specific issues of younger skin, which include excess oil and the associated problem of pimples.

But likewise, despite the formulations targeting such a young age group, it is also being marketed on the strength of its anti-aging properties, thanks to a high anti-oxidant content that is said to prevent collagen breakdown.

Range of natural ingredients

Specific ingredients in the formulations include vitamins A and E and copper PCA – particularly noted for its collagen protection qualities - as well as extracts of passion flower, orchid flower, honey and mango.

Company founders Elizabeth Liaci and Anna Stoch say the new product line is the culmination of years working in the beauty and cosmetic industries.

Stoch says that a major inspiration for the product line is the fact that she has young daughters whom she wanted to encourage regarding the importance of good skin care from a young age.

Encouraging skincare from a young age

“I found it important to teach my daughter the importance of having healthy, youthful skin and that just like dental care, good skin habits begin when you are taught as a child,”​ Stoch said.

Skin care products targeting this age group have thus proved reasonably rare in the US market, although last year’s HBA event in New York was a launching pad for a skin care line called Blossom, also aimed at this age range.

A recent NPD report valued the market for products aimed at girls aged between 8 and 12 at $500m.

Likewise, at the end of 2007 Packaged Facts estimated that annual US sales for the teen and tween combined category had hit a value of $6.9bn, predicting that growth will continue apace, and will increase by 16 percent to reach $8bn by 2009.

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