While young consumers are more aware these days (magazines such as Teen People & Teen Vogue actually cater to them) are they really more educated? Companies know there is a gold mine to be had pandering to teens that can be tapped into which not only includes fashion and music but now skincare and beauty. As with many other areas, this group of consumers is actually driving the development of new products.
With so called “perfection” being depicted on TV, billboards, magazines and the internet, having flawless/blemish free skin is a goal that many young consumers are trying to achieve. Unfortunately, this quest usually doesn’t come cheap. Not knowing which products to use and which to avoid can lead to a long line of overspending and disappointment. With lines like Noxzema, Biore, Neutrogena and Clinique (just to name a few), young consumers with skin care issues will typically jump from one item to the next when desired results are not immediately achieved. Additionally, the constant changing of products can actually lead to problems that may not have occurred otherwise. Conditions such as redness, dryness and irritated skin can be a result of using poorly formulated products or simply not following suggested directions (Paula has been reminding me of this non-stop over the nine years we’ve worked together.)
This is where the adult and young consumers are actually very similar because we all want instant results. Fortunately, many of us now have an advocate on our sides who have taught us that there are no miracle products or overnight solutions. Instead, there are sound and effective ingredients and routines that mixed with a little patience can net us the results we are all looking for.
Paula has tackled many skincare issues and has also provided us with the resources and products to address them. While many adults actively follow her suggestions, how many of us share this information with the young consumers in our own households? I know the subject of skincare (especially acne) can be difficult to discuss but you can probably save some frustration and your pocket books by educating your young consumer early on. Share with them some of your own experiences and let them know the importance of a simple, gentle and effective routine. Most importantly let them know that results are not as instant as portrayed in ads. For those of you unsure yourselves about what constitutes an effective routine, consider reading Paula’s Teen Report beforehand. I did so myself and found it very useful.
Along with most things, consistency and patience are key and believe me when I say that I found myself repeating this to my own teenage consumers time and time again. While it took months for them to follow a solid routine on their own, it became easier and easier over time. Soon I found them reading ingredients lists and asking questions before spending their hard earned money on the latest and greatest products seen in ads.
They have actually become more savvy consumers and it gives me a sense of relief that they will not share many of my same skincare struggles. Additionally, they do not feel as helpless or tempted by the same department store counters that once lured me in. Most importantly, it has given us a connection, something to discuss, something to share. While it seemed invasive to them at first (what teen doesn’t know it all or shut down when you want “to talk” about something sensitive), they ultimately realized that I had their best interest in mind. It has become one less thing to worry about in their sometimes complicated worlds. They can now “put their best face forward” and move on to the next goal or item of interest and feel confident doing so!
Call in & talk to Paula about your skin-care questions during her live Internet talk radio show,
