You have to be resourceful to win over juniors, and brands are innovating in terms of packaging, colours, shapes and even names.
We’ve already spoken to you about these “tweens”, these mini fashion addicts who demand beauty products in line with their needs. Well, the trend is far from fizzling out.
Following on from toothpastes, shower gels and shampoos aimed at this bracket, now the cosmetic sector is targeting 8 to 12 year-olds too by developing new products based on their lifestyles.
In a pretty apple green colour, the Petit Junior (Klorane) hair gel allows young fans to resemble their favourite hero (singer, footballer, etc.) by styling rebellious hair. For teenagers, an “extra strong” formula (Schwarzkopf Junior Fixing Gel Mega Strong) ensures good hold for ultra-trendy hair styles!
For girls, make-up is glamorous, with flashy shades (Kimmidoll palette), glosses for baby Misses (Gloss in the shape of Chupachups lollipop) and mini nail polishes to collect (Bourjois, Kiko, Mini Poupées nail polish).
The mass retail universe is taking an interest in this new fundamental trend and intends to surf this junior wave. By way of proof, H&M – the favourite brand of teenagers – is launching a new skincare line in September, H&M Beauty, with some 700 products for the body and hair, beauty accessories and make-up.
Group Lemoine, a trendsetter, has also thought of juniors with its line of fluorescent cotton buds to safely clean ears. Stored in fun little boxes, these pretty and colourful cotton buds add a touch of fun to the washing ritual!