Soft & Strong
AVIDS on the beauty brink…
Market research firm Mintel’s team of
global beauty and personal care analysts
has developed an acronym to identify a
new generation of beauty consumers: aged
16-20 (born between 1998-2002); they are:
Approaching adulthood, Video driven, Influencer
aware and Digital natives, or “AVID.”
• Approaching adulthood: This group is gaining
independence, whether by entering the workforce
or choosing higher education. They now
have money and responsibility to make their
own decisions.
• Video driven: Their beauty education is ongoing
and never-ending. They grew up with video
tutorials on every kind of beauty look, which
has encouraged them to be more creative and
experimental.
• Influencer aware: While previous generations
grew up with magazines and celebrities
for beauty inspiration, along with social media,
these pop culture elements are now combined
with influencers—aspirational but accessible
figures that connect with consumers on a
variety of platforms.
• Digital natives: They are naturally “internet
aware of hacks and concerned
about how brands are tracking
them. This affects what they
AVID consumers may
be young, but they
are already very engaged
with the beauty
UK consumers aged
16-20 have bought
last year, said Mintel.
However, AVIDs don’t
know yet what they like or want, but are eager
to learn. Indeed, 61% of 16-20s are interested
in having their skin/hair analyzed or in taking a
personality quiz to identify their beauty needs
(60%). Meanwhile, 58% like to watch videos
of other people using the beauty/grooming
shows that only 10% of AVID consumers
have bought
a customizable
beauty product
in-store or online,
highlighting that
they may lack confidence
in knowing
their specific
beauty needs.
interested in using vending machines for
products.
20 Spray November 2018
nuanced and complex constitutes
The Essences. They
are formulated around
a key ingredient, such as
sandalwood, patchouli or
rose and come in both eau
de parfum and as a roll-on
perfume oil.
Set Wet Deodorant
Body Sprays offer a longlasting,
fresh fragrance
that “gives you a masculine
appeal that stays all day
long regardless of what
you do or where you go…turn on the charm and improve your
confidence without saying a word.”
Set Wet Cool Avatar has a fragrance of mint, ginger, woody
undertones, musk and vetiver. Set Wet Charm Avatar is a musky
fragrance of lavender, cardamom and peppermint. Set Wet
Chill Avatar has top notes of citrus, with a heart of almond and
Tonka beans that culminates into tones of vetiver, cedar wood
and guaiac wood. Set Wet Mischief Avatar smells of rosewood,
apples and melon. The aluminum aerosol cans are from Bharat
Containers.
Artisanal perfumer Carlos Huber introduced two new fragrances
to the Arquiste line: Esencia Del Palacio Limoneros and
Esencia Del Palacio Guayabos. Guayabos is an exuberant portrait
of the Mexican fruit “with its peculiar richness, warmth and
color of the Mexican tropics.” Limoneros is the “frank and clean
smile of a split lemon that gives its peculiar freshness and bright
portrait of the Mexican summer.” The unisex eau de toilettes use
the Aptar Easy Spray 1.5mL vial on card fragrance samplers.
The future of body care
Masstige brands are expected to grow in the U.S., satisfying expectations
that are more aligned to premium consumers but at price
points and through channels that are akin to the mass segment,
believes Euromonitor International. As seen in the performance
of successful masstige brands, the forecast period is likely to witness
more acquisitions by legacy brands of niche masstige beauty
brands. Spray
smart”—cautious over data sharing,
share online: mistakenly
associated with the “selfie
generation,” they are actually
less likely than their
Millennial counterparts to
post pictures online.
-
ty market, as 80% of
beauty products in the
groom
ing products they own. Mintel research
consum
ers con
fidence Fun retail experiences play
a crucial role for this generation;
53% show an interest in attending
a special event at a beauty retailer,
such as an exercise class or an expert
talk. Meanwhile, 37% of UK AVIDs are
beauty