According to an article by Cosmetics Business, 80 per cent of UK consumers aged 16 to 20 have shopped for cosmetics in the last year. However, their engagement with beauty is becoming increasingly unique to this age bracket.
As a result, Mintel’s beauty analysts have created a new name for this generation of beauty consumers. AVID is an acronym that describes the age group as approaching adulthood, video driven, influencer aware and digital natives.
Mintel has also provided information on how they believe brands can benefit and tap into this particular market.
“Capturing the attention of AVID consumers is no easy task. They are hard to impress, they have a short attention span and they have seen it all before,” Mintel Global Beauty Analyst, Andrew McDougall said.
“They demand a product that works, but also one that is stimulating. For example, we’ve seen companies bring new music elements to engage with teenagers. This includes music streaming services partnering with beauty brands and recommending products based on consumers’ musical taste or playlists of just the right length for consumers to listen to while applying skin care.”
Mintel global beauty analyst, Charlotte Libby added that young consumers’ beauty knowledge is still growing, with their tastes constantly changing.
“... They need guidance and expertise to help them navigate the beauty market. Brands that are able to take teenagers by the hand and help them in their journey of self-discovery can win these young consumers’ trust and earn their loyalty in the long run.”
Libby also revealed AVID consumers are placing greater importance on the fun aspects of beauty, and are drawn to brands that appeal to the senses. For example, they discovered that 64 per cent of AVIDs in the UK enjoy products that are ‘fun to use,’ while 38 per cent are excited by texture and colour changing products. 28 per cent also liked the concept of heat-activated products.
Image courtesy of: Cosmeticsbusiness.com
