Authentic Beauty

One buzzword that cropped up repeatedly while looking into the lucrative kids/tweens/teens market for this month’s market focus was authentic. Authentic products, apparently, are growing in demand. What does this imply? According to Merriam-Webster, an authentic item is “worthy of acceptance or belief as conforming to or based on fact,” “not false or imitation,” but “real, actual.”
  
There’s a trend in the youth market, perhaps currently stronger in Europe than elsewhere, to purchase products that are “true to one’s personality, spirit or character” (another Merriam-Webster definition
of authentic). This may involve a spokesperson, a penchant for environmental concerns, a belief in organic ingredients, a favorite color that resonates with their bold, edgy side, or a product that’s just plain fun. The desire for authenticity is just one sign that this well-financed segment of the population knows what it wants and expects cosmetic and personal care brands to deliver products that meet its needs. Undoubtedly, the youth sector is giving birth to a new generation of customized and personalized products—and packaging—and marketers need “to keep it real.”
  
Teens are also giving sample sizes a boost due to their on-the-go nature and their penchant for dangling products from their cellphones, purses and backpacks. In “Small Packages,” Leah Genuario reports on how these miniature items are making a big impact in the marketplace. There was evidence of this trend in the pavilions of Cosmoprof Bologna, which I bring to you—along with other packaging trends noted at the Italian mega-event.
  
As usual, we hope you enjoy this issue.