• Introduction
• Market overview
• Industry opinion survey

Chapter 2 Introduction

• Introduction
• Report Structure
• Definitions
• Chapter 3 Market overview
• Chapter 4 Segmenting the youth market
• Chapter 5 Marketing mix
• Chapter 6 Children, the 3 to 9 year old age category
• Chapter 7 Teenagers, the 10 to 13 year old age category
• Chapter 8 Teenagers, the 14 to 17 year old age category
• Chapter 9 Industry Opinion Survey

Chapter 3 Market Overview

• Introduction: The rise in youth marketing
• Market size and growth
• Market size by product category
• Population data and potential markets
• Youth spending power
• Pocket money levels
• Youth earnings from employment
• Future outlook

Chapter 4 Segmenting The Youth Market

• Introduction
• Children, the 3 to 9 year old category
• Tweenagers, the 10 to 13 year old category
• Teenagers, the 14 to 17 year old category
• Ethnic segmentation
• The purchasing decision
• The purchasing decision of children
• The purchasing decision of tweenagers
• The purchasing decision of teenagers
• The pester power factor
• Pester power and young consumers

Chapter 5 Marketing Mix: The Key Variables

• Product innovation
• Packaging
• Brand development
• Media advertising
• In-store marketing

Chapter 6 children, the 3 to 9 year old age Category

• Targeting child consumer characteristics
• Bipartite purchasing decisions
• No personal income
• Different interpretation of brands
• Willing to learn but have short attention spans
• Lack of self-awareness
• The pester power factor
• Marketing mix: The key variables
• New Product Development (NPD)
• Media advertising
• In-store marketing
• Future outlook
• Case study: L'Orιal Kids

Chapter 7 teenagers, the 10 to 13 year old age Category

• Targeting teenage consumer characteristics
• The growing ability to understand brand image and advertising
• Bipartite purchasing decisions
• Limited disposable income available
• Self image and self-awareness developing
• Desire to grow up quickly
• Willing to experiment but not comfortable with entirely new products
• Marketing mix: The key variables
• New Product Development (NPD)
• Media advertising
• In-store marketing
• Future outlook
• Case study: Brendon Cologne

Chapter 8 teenagers, the 14 to 17 year old age Category

• Targeting teenage consumer characteristics
• High degree of consumer knowledge
• Ability to work gives degree of financial independence
• Decision making is mostly independent but can be constrained by parents
• Trends are adopted and discarded quickly
• Access to large amounts of information and interest in new media
• Marketing mix: The key variables
• New product development
• Media advertising
• In-store marketing
• Future outlook

Chapter 9 Industry Opinion Survey

• Introduction
• The rate of growth of the youth cosmetics and toiletries market
• Growth opportunity by product category
• The key growth drivers for the youth market
• Key drivers for the child age group
• Key drivers for the tween age group
• Key drivers for the teen age group
• Manufacturers or brands targeting the youth market
• The most important features of New Product Development
• The most important features of NPD for children
• The most important features of NPD for tweenagers
• The most important features of NPD for teenagers
• The most effective advertising media
• The most effective advertising media for children
• The most effective advertising media for tweenagers
• The most effective advertising media for teenagers
• The most important distribution channels
• The countries that lead youth marketing in cosmetics and toiletries

List of Tables

• Table 3.1: Overall cosmetics and toiletries sales by country (US$m), 1994-98
• Table 3.2: Cosmetics and toiletries sales by category (US$m), 1998
• Table 3.3: US youth expenditure spend on cosmetics and toiletries by age group (US$/head), 1998
• Table 3.4: Youth spending on cosmetics and toiletries (US$m), in 1998
• Table 3.5: Future youth spending on cosmetics and toiletries in (US$)
• Table 3.6: Population (0-4 years), by country (millions)
• Table 3.7: Population (5-9 years), by country (millions)
• Table 3.8: Population (10-14 years), by country (millions)
• Table 3.9: Population (15-19 years), by country (millions)
• Table 3.10: Pocket money for 4 to 14 year olds and total pocket money of 4 to 14 year olds per country, 1998
• Table 3.11: Average weekly pocket money in the UK(£m), 1994-98
• Table 3.12: Spending on toys and games per capita (US$m), 1998
• Table 4.13: Divorce rate as a % of marriages by country, 1998
• Table 4.14: Household sizes in per capita per house 1994-1998
• Table 5.15: Global cinema admissions per country in millions, 1993 -1997
• Table 5.16: PC households by country 1998-2003