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Brief Published: 7 Sep 2017

The Rise of Teen Make-Up


Two high-profile make-up launches from Asos and C.Y.O exemplify the rising popularity of low-cost, high-quality cosmetics aimed at the lucrative teen/millennial markets (90% of girls and 69% of boys aged nine to 17 are beauty product users in the US – Mintel, 2016).

  • Asos has launched its much-awaited 46-piece colour cosmetics range, including liquid lipsticks, eyeshadows and contouring palettes with shade names such as Decisive, Just Breathe and Overqualified.

    A message of empowerment underpins the collection: “It is about embracing and expressing the full range of who you are,” said the British fashion e-tailer. “We believe your face and body are a canvas, an adventure in individual self-expression, an opportunity to experiment and play." For more on this demographic’s self-expressive identities, see Teen-Targeted Beauty: Product.

    With prices ranging between £5-10 ($6.50-13), the affordable line is also shrewdly angled at all genders (see Gender-Fluid Generation) and features millennial pink packaging (see Teen Brands Reboot the Colour Pink and Evolving Pink). 
C.Y.O Cosmetics
  • Stocked exclusively at Walgreens in the US, C.Y.O is a new make-up line of 160 ‘hyperfunctional’ products, including doubled-ended contour sticks, eyeshadows that can be used wet or dry for different effects, and mixable highlighters. With the patented hashtag #MixLayerHack, the 160-piece collection offers huge scope for experimentation. The accessible price point (items range from $3.50 to $7.50) is also teen-friendly.

See Destination Teen: Targeting Youth, The Five E’s of Gen Zee and Teen-Targeted Beauty: Retail for more on teen beauty, marketing and retail strategies. 

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