The market research firm suggests that in the UK, the teen cosmetics market is heavily influenced by young beauty entrepreneurs like Kylie Jenner and Zoella, and is now worth big money.
Indeed, the firm flags that:
- 80% of UK consumers aged 16-20 have bought beauty products in the last year.
- 64% of UK 16-20s are excited by beauty products that are ‘fun to use’.
- 61% of UK 16-20s are interested in having their skin/hair analysed.
What is AVID?
- Approaching adulthood: This group is gaining independence, whether by entering the workforce or choosing higher education. They now have money and responsibility to make their own decisions.
- Video driven: Their beauty education is ongoing and never ending. They grew up with video tutorials on every kind of beauty look, which has encouraged them to be more creative and experimental.
- Influencer aware: While previous generations grew up with magazines and celebrities for beauty inspiration, along with social media, these pop culture elements are now combined with influencers - aspirational but accessible figures that connect with consumers on a variety of platforms.
- Digital natives: They are naturally 'internet smart' - cautious over data sharing, aware of hacks and concerned about how brands are tracking them. This affects what they share online: mistakenly associated with the ‘selfie generation’, they are actually less likely than their Millennial counterparts to post pictures online
Socially savvy, looking for fun
Charlotte Libby, Global Beauty Analyst at Mintel, explains that the rise in social media and other digital solutions is driving the spending habits of this rising consumer group.
“Technology has a strong impact on AVIDs’ lifestyles,” she explains, noting that promoting healthy behaviors and attitudes among this more vulnerable group should also be a focus for the industry.
“Besides traditional teenage-related struggles, this generation is facing a new set of negatives that the beauty industry would do well to address,” she confirms.
“A distorted image of beauty, thanks to constant use of photo filters, has been exacerbated by the dominance of social media.”
AVID consumers are, therefore, placing greater importance on the fun aspects of beauty, not only the appearance-altering ones, says Libby.
They are “drawn to brands that offer creative, entertaining and multisensory products and retail experiences.”