Marketing Fragrances to Teens
- by KissMeGoodnight.com

Young people like to experiment -- its in their nature. They experiment with relationships, occupations. musical tastes, fashion trends and experiment, as well, with scents.

Today's teens, equipped with fairly large allowances and/or part-time jobs and armed with an individuality that was unheard of in their parent's day, want perfumes and cologne's (as well as other cosmetics) that speak to them and for them -- not the ones designed for their mother or for their Aunt Minnie. That's why the perfume industry's entry into the teen perfume market is bound to be a success. Another reason is that the number of teenagers is growing so rapidly; by 2010 it is estimated that there will be twice as many teenagers as there were in 1990.

It will be more and more important for the manufacturers and retailers of teenage fragrances to understand their target audience's shopping behaviors -- just what it is that drives then to the counter.

The celebrities are helping out the cosmetics companies (and helping themselves to more name recognition) by allowing the cosmetics companies to use their names and faces in their advertisements. In a slew of teen magazines on every magazine rack in every supermarket you'll find pop singer Mandy Moore, actress Jennifer Love Hewitt, TV and movie star Sarah Michelle Gellar and a host of others offering up perfumes and many other cosmetic products.

Why does it work? Well its nothing new, ever since their parents were teens, teens have been doing everything they can to fit in and alternately to find their own identity and make a statement that emphasizes that identity. Then, of course, there's the ever present 'boy factor' every girl wants to appear and smell attractive to the boys -- that's also been going on since grandma was a teen.

Its not just the girls! It is estimated that over 80% of teenage boys (ages 13 to 17) splash on a scent to begin their days and/or to begin their evenings.

The main criteria for a teenaged boy's choice in a scent are usually very similar to the teenaged girl's criteria: a scent that makes a statement, gives then an identity and attracts the opposite sex.

Boys like a clean, “manly” scent that is “fresh” smelling and usually choose the scent based on recommendations of their closest friends and on their own experience with a scent -- picking up free samples whenever and wherever they can. Teen girls are more likely to go for the brands they see advertised in the teen magazines and/or the ones with celebrity names attached. (Britney Spears has recently added a signature perfume called “Fantasy” to the growing number of perfumes specifically targeting the teenage market.)

The teen boys are generally less picky about where they buy their scents than are teenaged girls. The boys will be happy to find a bargain at Wal-Mart, Target or CVS whereas the girls will gravitate to Neiman's or Macy's. In spite of existing data about the buying habits of teenaged boys, more celebrities are entering the market, hoping to appeal to these teenaged boys: Estée Lauder is launching “Sean Jean” a Sean 'P Diddy' Combs signature fragrance and there are sure to be others. Over in England a celebrity tie-in has recently bombed. Pop star Peter Andre attempted to make his name better known by launching “Insania” cologne -- it's not doing too well.

The top ten for teen girls! Here are the ten top-selling fragrances specifically being marketed for teenaged girls; there are very many others available and most of them are worth checking out.

• Dolce & Gabbana Light Blue
• Abercrombie & Fitch
• Jennifer Lopez Glow
• Dessert Beauty Kissable Love Potion Fragrance
• Curious by Britney Spears
• Pink Sugar
• cK Be
• Miracle So Magic
• Razzle
• Clean Fun

Don't go overboard! Teen or adult, male or female, the same warning applies: a fragrance should be worn with two words always in mind: subtle and whisper. A brassy bold smell may seem like 'the thing' for a certain occasion, and perhaps it is for that particular occasion but for normal day-to-day wear, be subtle and let your fragrance whisper your name.

Click here for the largest selection (over 15,000) and best prices (up to 80% off) for perfumes and colognes. It's my KissMegoodnight recommendation.

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KissMeGoodnight.com : 2006

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