Segmentation is king

As the official research partner at in-cosmetics Asia 2013, Mintel invites visitors to join a journey around the world of innovation in beauty & personal care targeted at different age groups. 

In the Innovation Zone of the show, visitors can enjoy Mintel's daily interactive products demonstrations. And Vivienne Rudd, Director of Insight, Beauty & Personal Care at Mintel, also share her insights into the latest trends in product segments targeting teens&tweens and mature groups.

According to Vivienne , beauty and personal care brands are increasingly refining their target consumer groups to opposite ends of the age spectrum: teens/tweens and seniors. Both groups have distinct needs and concerns, offering prime real estate for manufacturers prepared to segment their products and marketing. 

Speaking at a seminar 'Segmentation Is King – Inside The Minds Of The Different Generations Of Beauty Consumers', Vivienne pointed out that with the age of puberty lowering, a younger demographic is being introduced to beauty products originally positioned for consumers in their late teens and early 20s. By product category, color cosmetics excites most interest among tweens, and skincare is a big focus for many beauty brands, although there are few products formulated specifically for tweens. 

When it comes to beauty and personal care products targeting mature consumers aged 65+, Vivienne suggested that beauty companies must take physiological and emotional needs of this demographic into account and formulate and market accordingly.

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