Beauty: Evereden wants to be Gen Alpha’s Bonne Bell
- InsightTrendsWorld
- Mar 20
- 10 min read
Why it is the topic trending:
Addressing a Gap in the Market: The beauty industry has a saturation of adult-focused brands, with many tweens being drawn to products not specifically formulated or marketed for their age group. Evereden is positioning itself to fill this gap with age-appropriate and safe products.
Rise of "Tween" Beauty Interest: The article highlights that children are showing interest in beauty products at increasingly younger ages (e.g., the author's 9-year-old daughter). This growing interest among tweens is creating a demand for suitable products.
Parental Concerns about Safety: Parents are becoming more conscious of the ingredients in beauty products and are seeking safer options for their children, particularly given the "clean beauty movement."
Nostalgia for Bonne Bell: The reference to Bonne Bell, a beloved brand from the past that catered to tweens, evokes nostalgia and highlights the absence of a similar dominant brand in the current market.
Competition with Adult Brands Popular Among Tweens: The success of brands like Sol de Janeiro among tweens, despite being marketed to adults, indicates a market need that Evereden aims to fulfill with more appropriate offerings.
How Evereden Appeals to Tweens (Based on the Article):
Age-Appropriate Products: Evereden is specifically creating products formulated and marketed for tweens, like their fragrance mists, unlike many adult brands that tweens are drawn to. This directly addresses a gap in the market.
Clean and Safe Formulations: By emphasizing "clean beauty" and partnering with dermatologists to ensure products are free of harmful ingredients, Evereden appeals to the safety concerns of parents, which indirectly benefits their appeal to tweens by gaining parental approval.
Understanding Tween Scent Preferences: Through focus groups with tweens and teens, Evereden identified popular scent profiles (fresh, floral, and sweet) for their fragrance line, ensuring the products are appealing to their target audience.
Fun and Engaging Marketing: The use of a quiz on the packaging of their fragrance mists, reminiscent of retro magazines like Girls' Life, adds a playful and interactive element to the product experience, directly engaging tweens.
Focus on Self-Expression: The marketing messages around the fragrance mists emphasize individuality and being "multidimensional," which resonates with tweens who are exploring their identity. For example, the quiz helps them choose a scent based on how they're feeling ("girly" or "sassy and independent").
Addressing Parental Concerns about Adult Brands: Evereden directly acknowledges that parents might be uncomfortable with their children using adult brands like Sol de Janeiro due to mature marketing, positioning themselves as a safer and more appropriate alternative.
Drawing on Nostalgia (Indirectly): While not directly aimed at tweens' nostalgia, the reference to Bonne Bell, a brand that many parents might remember fondly, could create a positive association and trust in Evereden as a brand that understands the needs of younger consumers across generations.
Overview:
The article discusses how the beauty brand Evereden, which initially started as a baby brand, is expanding its focus to capture the Gen Alpha tween market by offering age-appropriate skincare and fragrance products. Evereden aims to become the modern equivalent of Bonne Bell, the iconic brand that once dominated the tween beauty scene. The article explores Evereden's strategy, which emphasizes clean formulations, age-appropriate marketing, and understanding the specific needs and preferences of this young demographic.
Detailed Findings:
Tween girls are increasingly interested in beauty products like nail polish, lip balm, and haircare at younger ages.
Many popular beauty brands are marketed to adults and contain active ingredients that may not be suitable for young skin.
Tweens are drawn to adult brands like Sol de Janeiro and Drunk Elephant, often influenced by social media and trends.
Evereden started as a baby brand in 2018 and has since expanded to offer skincare for kids and now tweens.
Evereden is launching a line of fragrance mists specifically designed for tweens to compete with popular adult fragrances like Sol de Janeiro.
Evereden emphasizes "clean beauty" formulations, free of 2,000 potentially harmful ingredients, developed with dermatologists from Harvard and Stanford.
Focus groups with tweens and teens helped Evereden determine the preferred scent profiles for their new fragrance line (fresh, floral, and sweet).
Evereden's marketing for the new fragrance line includes a quiz reminiscent of retro magazines like Girls' Life and Tiger Beat, focusing on self-expression and being "multidimensional."
Bonne Bell, a once-dominant tween beauty brand known for Lip Smackers, experienced a decline due to increased competition and the rise of e-commerce and social media, eventually shuttering in 2015.
Evereden believes there is a significant market for tween-specific beauty products due to parental concerns about safety and tweens' desire for products tailored to their age group.
Key Takeaway:
Evereden is strategically positioning itself to become the leading beauty brand for Gen Alpha tweens by offering safe, age-appropriate products and marketing that resonates with their desire for self-expression and fun, while addressing parental concerns about ingredients.
Main Trend: Age-Appropriate Tween Beauty
Description of the trend (please name it): The Tween-Specific Beauty Boom signifies the growing demand for beauty and personal care products specifically formulated and marketed for children and early teenagers (roughly ages 9-14), addressing the unique needs and preferences of this demographic while considering parental concerns about safety and appropriateness.
What is consumer motivation:
Self-Expression: Tweens are at an age where they are exploring their identity and like to experiment with personal appearance.
Curiosity and Imitation: They are often curious about beauty products used by older siblings or adults and want to try them in an age-appropriate way.
Social Influence: Trends on social media and peer influence play a significant role in their interest in beauty products.
Fun and Playfulness: Tweens often see beauty products as fun and a way to engage in playful self-care.
What is driving trend:
Earlier Onset of Beauty Interest: Children are showing interest in beauty and personal care at younger ages.
Parental Awareness of Ingredient Safety: Increased awareness of potential toxins and harmful ingredients in adult beauty products leads parents to seek safer alternatives for their children.
Lack of Dedicated Options: The market has been largely dominated by adult and baby products, leaving a gap for tween-specific offerings.
Influence of Social Media: Beauty trends and product recommendations on platforms like TikTok and Instagram heavily influence tweens.
What is motivation beyond the trend:
Beyond the immediate interest in beauty products, tweens are also motivated by:
Developing Identity: Beauty products can be a tool for self-discovery and expressing their emerging sense of self.
Building Confidence: Feeling good about their appearance can contribute to their self-esteem.
Description of consumers article is referring to (what is their age?, what is their gender? What is their income? What is their lifestyle):
Age: The article primarily focuses on tweens, specifically mentioning the author's 9-year-old daughter and referring to middle schoolers. This suggests an age range of approximately 9-14 years old, aligning with Gen Alpha.
Gender: The article specifically mentions "girls" and discusses products like nail polish, lip balm, and fragrances, suggesting the initial target consumer is female. However, the broader trend of tween interest in personal care might extend to other genders as well.
Income: The article doesn't explicitly mention the income level of the tweens themselves, but it does refer to Bonne Bell's products being affordable enough for girls to buy with their babysitting money, suggesting price sensitivity and reliance on allowance or small personal earnings. The focus on parental concerns about safety also implies that the purchasing power and decision-making often lie with parents, whose income levels would vary.
Lifestyle: The lifestyle can be characterized by being in middle school, navigating social dynamics, developing personal interests, and being heavily influenced by peers and social media. They are beginning to take more interest in personal appearance and self-care routines.
Conclusions:
The article highlights a significant opportunity for beauty brands to cater specifically to the Gen Alpha tween demographic. Evereden is strategically leveraging the demand for safe, age-appropriate products and marketing to fill the void left by brands like Bonne Bell and to offer a better alternative to adult-oriented products currently popular among this age group.
Implications for brands:
Focus on Safety and Clean Ingredients: Transparency about ingredients and commitment to safe formulations are crucial for gaining trust with both tweens and their parents.
Age-Appropriate Marketing: Marketing campaigns should resonate with the experiences and interests of tweens, avoiding overly mature or sexualized imagery.
Product Innovation for Tween Needs: Develop products specifically designed for the skin and preferences of this age group.
Build Trust with Parents: Communicate effectively with parents about the safety and suitability of products for their children.
Implication for society:
Shifting Beauty Norms: The rise of tween-specific beauty could further accelerate the trend of younger individuals engaging with beauty products.
Focus on Healthy Self-Care: Brands have an opportunity to frame beauty routines as acts of self-care rather than solely about external appearance.
Implications for consumers:
Access to Safer Products: Tweens will have more options for beauty and personal care products formulated with their needs and safety in mind.
Potential for Early Introduction to Self-Care: Engaging with age-appropriate beauty routines could foster early habits of self-care.
Implication for Future:
Growth of the Tween Beauty Market: The market for beauty products specifically for tweens is likely to continue to grow as this generation's purchasing power and influence increase.
Integration of Technology and Social Media: Brands will need to leverage social media and digital platforms to connect with and understand tween consumers.
Consumer Trend (name, detailed description): Generation Alpha's Beauty Awakening: Gen Alpha is demonstrating an earlier and more pronounced interest in beauty and personal care products than previous generations. This trend is fueled by social media, peer influence, and a desire for self-expression, leading them to seek out products tailored to their age group.
Consumer Sub Trend (name, detailed description): Conscious Tween Consumption: Influenced by the clean beauty movement and parental guidance, Gen Alpha tweens are increasingly aware of the ingredients in their personal care products and are seeking out brands that prioritize safety and natural formulations.
Big Social Trend (name, detailed description): The Rise of the Empowered Young Consumer: Younger generations, including Gen Alpha, are becoming more informed and influential consumers at an earlier age, with their preferences and values shaping market trends.
Worldwide Social Trend (name, detailed description): Focus on Well-being from a Young Age: Globally, there is a growing emphasis on holistic well-being, with individuals starting to focus on self-care practices, including beauty and personal care, at increasingly younger ages.
Social Drive (name, detailed description): Identity Formation and Belonging: For tweens, beauty products can be a tool for exploring their identity and finding a sense of belonging within their peer groups through shared interests and trends.
Learnings for brands to use in 2025 (bullets, detailed description):
Prioritize Safety and Transparency: Clearly communicate the safety and ingredients of products, catering to parental concerns and the "clean beauty" movement. Highlight any certifications or dermatologist endorsements.
Engage Authentically with Tweens: Use language and platforms that resonate with this age group, focusing on fun, self-expression, and relatable scenarios, rather than adult-centric themes.
Offer Entry-Level Products: Recognize that tweens are often just starting their beauty journey. Offer accessible, easy-to-use products and starter kits.
Collaborate with Tween Influencers: Partner with age-appropriate content creators who resonate with Gen Alpha to build trust and awareness.
Strategy Recommendations for brands to follow in 2025 (bullets, detail description):
Develop Dedicated Tween Product Lines: Create specific product ranges formulated for younger skin and hair, clearly differentiated from adult or baby products.
Design Fun and Engaging Packaging: Utilize colorful and playful packaging that appeals to the aesthetic preferences of tweens. Consider interactive elements or collectible features.
Create Educational Content: Offer informative content (e.g., through social media or websites) about safe and age-appropriate product use, addressing both tween curiosity and parental concerns.
Foster a Community: Create online spaces or campaigns that encourage positive self-expression and allow tweens to connect with the brand and each other in a safe environment.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified): The growing interest and purchasing power of Gen Alpha tweens are driving a demand for age-appropriate, safe, and engaging beauty products, signaling a significant shift in the beauty industry towards catering to this young demographic.
What brands & companies should do in 2025 to benefit from trend and how to do it: In 2025, brands should capitalize on the Tween-Specific Beauty Boom by developing product lines with clean formulations and engaging marketing that directly addresses the needs and interests of Gen Alpha, while also building trust with parents through transparency and a focus on safety.
Final Note:
Core Trend:
Name: Tween-Specific Beauty Boom
Detailed Description: The increasing demand for beauty and personal care products designed and marketed specifically for tweens (ages 9-14), driven by their growing interest, parental safety concerns, and a gap in the market.
Core Strategy:
Name: Age-Appropriate and Safe Product Development & Marketing
Detailed Description: Brands need to prioritize the creation of safe, effective products formulated for young skin and hair, coupled with marketing that resonates with tween culture while assuring parents of the product's suitability.
Core Industry Trend:
Name: Niche Market Focus on Younger Demographics
Detailed Description: The beauty industry is witnessing a growing trend of brands focusing on specific age groups, including the tween market, to cater to their unique needs and preferences.
Core Consumer Motivation:
Name: Self-Expression and Safe Exploration
Detailed Description: Tweens are motivated by the desire to explore their identity through beauty products in a way that is fun, age-appropriate, and doesn't compromise their health or well-being, as guided by their parents.
Core Trend Detailed:
Name: Tween-Specific Beauty Boom
Detailed Summary: The Tween-Specific Beauty Boom signifies a notable expansion within the beauty and personal care market, specifically targeting children and early teenagers (approximately 9-14 years old), largely represented by Generation Alpha. This trend is fueled by several converging factors. Firstly, tweens are demonstrating an interest in beauty routines at an earlier age, driven by curiosity, social media influence, and a desire to emulate older individuals. Secondly, parents are increasingly vigilant about the ingredients in personal care products used by their children, fueled by the "clean beauty" movement and concerns about potential harm from adult formulations. This parental awareness creates a demand for products specifically formulated to be safe and gentle for young skin and hair. The market has historically lacked a strong focus on this demographic, with most offerings falling under either baby care or adult beauty. The success of adult brands among tweens, despite often being inappropriate in terms of ingredients and marketing, further highlights this unmet need. Consequently, brands like Evereden are emerging to fill this gap by offering age-appropriate products with clean formulations, coupled with marketing strategies that resonate with tween culture and address parental concerns. This boom represents a significant opportunity for brands to establish early loyalty with a new generation of consumers while also providing parents with peace of mind regarding the safety and suitability of the products their children are using.
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