Trendy Teens

Research by The Zandl Group (New York) reports that teenage shoppers, while not immune to economic downturns, are less price-sensitive than adults. And for them, brand names continue to be important.

The Zandl Group provides trend analysis and marketing direction for manufacturers and advertising agencies. Company president Irma Zandl will be a featured speaker at VM+SD's International Retail Design Conference (Sept. 18-20, 2002, in Pasadena, Calif.), introducing landmark research on the Latino shopping market in the U.S. (For information on the conference, visit www.irdconline.com.)

According to Zandl's research, the biggest driver of teen cosmetics this year is the emergence of nu rock/punk on the music scene. This development is influencing girls to wear heavier and more dramatic eye and lip makeup. The popularity of eyeliner has doubled in the last six months.

Teen girls primarily buy mass brand cosmetics (e.g. Cover Girl and Maybelline), says Zandl, not prestige brands. In fragrances, on the other hand, two-thirds seem to prefer prestige brands (like Tommy, lucky and happy). “We don't see them trading down to mass fragrances,” says Zandl. “However, we do see the economy impacting how much the girls buy more than we see it affecting what they buy. Economic uncertainties are forcing consumers of all ages to curb their impulse shopping, which then often results in their “editing” their brand sets — such as, holding off on buying a new fragrance or lipstick if they still have a supply.”

In cosmetics and fragrances, says Zandl, what's hot is being determined by various forces:

*What the popular kids at school are wearing. (“Popular” generally means good-looking and has money)

*What the entertainment world is doing. (For example, Mac's popularity has gone up based on its mention in songs.)

*What's advertised. (Maybelline wet shine polish and lipstick ads were extremely effective in motivating purchases.)

*What's new/ novel/ fun.

*Prestige price points. (Exclusivity can be cool.)

Zandl Group's clientele includes Coca-Cola, Bacardi-Martini, General Motors and IPG.