Tweenage kicks

摘要

Little people are big business. Worldwide sales of baby and children's toiletries (up to the age of 11) increased 6.8% to 4.68bn in 2006, according to Euromonitor International. The sector is dominated by personal care for babies and toddlers, with baby wipes taking two thirds of sales (Mintel). But in recent years their older siblings - tweens - have been attracting more attention from the beauty industry. Falling birthrates in the 1990s may have meant that the number of 8-12 year olds has declined in much of the world, but tween spending is higher than ever at an estimated 170bn (Euromonitor). Tweens in the developed world have access to more income through allowances and gifts and an increased awareness of, and desire for, products that help to create a sophisticated self-image. Cosmetics and toiletries have an important part to play in this.