Eine Make-up-Marke für Teenager entwickeln: Ein umfassender Leitfaden

Introduction

With the development of social media, the age of beauty and skincare consumers has been trending younger in recent years. According to the latest “Taking Stock With Teens” report released by consumer research agency Piper Sandler, the top five most popular makeup brands among Generation Z are: e.l.f (22%), Rare Beauty founded by Selena Gomez (11%), Maybelline (7%), L’Oreal (6%) and Fenty Beauty founded by Rihanna (5%).

Teens Makeup Market Analysis

The teen makeup market is showing significant growth trends. Especially in 2023, Generation Z consumers’ overall consumption of makeup, skin care products, and perfumes will increase by 23% year-on-year. Among them, the growth of the cosmetics category is particularly outstanding, with a year-on-year growth of 33%.

Among beauty consumption, makeup expenditure accounts for the highest proportion, reaching an average of US$127 (approximately RMB 917), the highest level recorded since 2019.

Marktgröße und Wachstum

According to the latest data, the global cosmetics market will be valued at US$41.49 billion in 2023 and is expected to reach US$70.8 billion by 2032, with an average annual growth rate of 6.24%.

Teen personal care products: The teen personal care products market is expected to grow by US$12.27 billion between 2023 and 2028, with an average annual growth rate of 7.03%.

Main Market Areas for Teens Makeup

Asia Pacific:

In 2023, the Asia-Pacific region accounted for 46.93% of the global cosmetics market and is expected to continue to lead the market growth, primarily driven by increased consumption among younger populations in countries like China and India.

Indian brands such as SUGAR and Mamaearth have launched makeup and skin care product lines targeting the needs of young consumers.

North America:

The cosmetics market in the United States is expected to reach $12.77 billion by 2032, driven by rising awareness about skin health and beauty. In addition, teenagers’ active presence on social media has also boosted the sales of cosmetics products.

Europe:

The European market is known for its rich fashion culture and many international brands, attracting young consumers. Countries such as France and the United Kingdom are significant markets, and consumers are increasingly inclined to choose products with natural ingredients.

Key Trends in the Teen Makeup Market

Younger Age and Diverse Needs

The demand for youth makeup is gradually becoming younger, especially for children under the age of 12.

As parents become more accepting of children’s cosmetics, more and more brands have begun to launch product lines suitable for young consumers, but this has also resulted in the market failing to meet this demand fully.

Social Media Influence

Social media plays an important role in teen makeup consumption. Platforms such as TikTok and Instagram have become the main channels through which teenagers can obtain beauty knowledge and inspiration.

Recommendations from influencers and bloggers significantly influence their purchasing decisions, prompting brands to use social media marketing to attract young consumers.

Safety and Ingredient Concerns

Teenagers and their parents are increasingly paying attention to the ingredients in cosmetics.

The survey shows that when choosing skincare and cosmetics, parents value products’ safety and ingredients’ naturalness the most. Many brands are beginning to introduce cruelty-free, hypoallergenic products to meet this demand.

Personalization and Customization

As consumer demand for personalized products increases, many brands are beginning to offer customized services to suit different skin types and personal preferences.

This trend is not limited to skincare products but also gradually extends to makeup products, allowing young consumers to find products more suitable for their characteristics.

The Rise of The Boys Market

The “male beauty economy” is on the rise, and boys have begun to become a critical consumer group in the cosmetics market. Brands are aware of this change and have started developing makeup products for boys to meet their interests and needs in beauty.

This trend shows that the makeup market is becoming more inclusive and diverse.

Main Challenges in the Teens Makeup Market

Inappropriate Product Use

Many teenagers tend to use cosmetics and skincare products designed for adult skin, which often contain potent active ingredients such as retinol and exfoliants.

These ingredients may irritate the delicate skin of teenagers, leading to skin problems such as dermatitis and allergic reactions.

It is recommended that teenagers should use gentle products designed for their skin to avoid unnecessary skin damage.

The Influence of Social Media

Social media platforms such as TikTok and Instagram have a significant impact on teenagers’ beauty concepts.

Bloggers influence many teenagers to pursue the so-called “perfect” appearance, which increases their demand for cosmetics. This phenomenon not only leads them to buy products that are not suitable for their age group but also may cause insecurity and anxiety about their self-image.

Economic Burden and Consumption Culture

With the increase in teenagers’ consumption of cosmetics, many young people face economic pressure.

According to the survey, the cosmetics expenditure of teenagers in 2023 increased by 23% compared with the previous year. This consumption culture not only prompts them to buy expensive brands but may also increase the family’s financial burden, especially when parents fail to manage their children’s consumption behavior effectively.

Lack of Proper Education and Guidance

Many teenagers need more knowledge and guidance when choosing cosmetics.

They often do not know how to select products suitable for their skin type and age, which makes them vulnerable to marketing and social media and make irrational consumption decisions. Parents and educators must strengthen education for teenagers and guide them to look at beauty products and their use rationally.

The teen cosmetics market faces not only the problem of product selection but also social culture, economic burden, and other challenges. Therefore, products for teenagers need to be developed with high cost-effectiveness and animal-friendly concepts.

Brand Strategy: Developing a Makeup Brand for Teens

Dissemination of Knowledge About the Youth Makeup Market

Brands can popularize knowledge about youth consumers through social media and offline activities, introduce product ingredients and usage tips, and help them make wise choices.

Safety and ingredient transparency: Emphasize product and ingredient transparency to build consumer trust.

Launch Cost-Effective Products

Given the limited budget of teenagers, launch products with reasonable prices and excellent quality to meet their demand for cost-effectiveness.

Personalized and diversified choices: Provide a wide range of colors and product types to meet different skin colors and personalized needs, and enhance consumer choice space.

Make Full Use of Social Media Influence

Use platforms such as Instagram and TikTok to cooperate with beauty bloggers and influencers to enhance brand exposure and attract the attention of young consumers.

User-generated content: Encourage consumers to share their experience of using products, and enhance the authenticity and affinity of the brand through user-generated content.

Focus on Sustainable and Ethical Consumption

Develop sustainable products: Launch environmentally friendly and sustainable products to cater to teenagers’ attention to social responsibility and sustainable consumption.

Transparent brand values: Clarify the brand’s social responsibility and ethical standards to enhance the brand’s appeal and attract consumers with similar values.

Key Ingredients for Developing Teens Makeup

Teenagers have delicate skin, so they need to pay more attention to the product’s ingredients, such as oil-free and non-irritating.

• Glycerin: Moisturizing ingredients that help keep the skin hydrated.
• Mineral powders such as zinc oxide and titanium dioxide provide sun protection and are gentle. Suitable for oily skin, it helps control oil and avoid clogging pores.
• Natural plant extracts, Such as green tea extract, chamomile extract, aloe vera, and vitamin E, have soothing and antioxidant effects and are suitable for teenagers with sensitive skin.
• No fragrance and no parabens: Avoid skin irritation.

Ingredients to Avoid:

• Parabens: As preservatives, they may cause skin irritation.
• Phthalates: Associated with health problems, it is recommended to avoid.
• Synthetic fragrances may cause allergic reactions; choosing products with no fragrance or natural fragrances is safer.

Popular Product Types Among Teenagers

Light base makeup: Teenagers usually prefer light, natural base makeup products, such as cushion foundation or BB cream, to maintain skin’s breathability.

Lip oil: Teenagers around 14 like lip oil in various flavors, which can moisturize the lips and bring gloss, especially since the scented version is more popular.

Multifunctional products: Two-in-one products such as blush and lipstick are popular because they are easy to carry and use.

Highlighting and Contouring: Teenagers love using highlighting and contouring products, especially the “influencer” looks that are popular on social media. Shiny highlighters used in the inner corners of the eyes have also become a popular makeup trend among teenagers.

Makeup tools: Makeup mirrors, brush sets, and storage boxes are popular teen gift choices.

Popular Brands and Products

Affordable brands: Many teenagers tend to choose affordable brands such as e.l.f., Wet n Wild, and NYX, which offer a variety of color options and are easy to obtain.

Social media influence: Through platforms like TikTok and Instagram, certain products, such as a specific eyeshadow palette or lip gloss, go viral due to influencer recommendations.

Schlussfolgerung

The teen makeup market presents vast opportunities for new brands. By understanding the needs and preferences of young consumers, from safe ingredients to social media engagement, beginners can successfully develop a makeup brand that resonates with this dynamic demographic.