The labeling of different life cycles, started most notably with the teenager in the 1950’s. During this time period, various products including music, film, etc. where targeted towards the young adult demographic. Rising recently in the 2000’s was a further segmentation of the young adult–the tween. Sometimes referred to as “too old for toys, too young for boys” this demographic usually, understood as children 8-12 years old, is growing exponentially. Right now there are 20 million tweens in the US and this number is projected to expand to 23 million by 2020. Interestingly, that by 2023 tweens will become the most diverse demographic in the US, encompassing 40% minorities. The buying power of tweens? 40 million dollars annually. In response to the huge tween market, companies are trying to corner this demographic with products and marketing tailored to their needs and interests. Kotex has jumped on board with tweens in their new product line for tween girls, resplendent with sparkles and cute designs.
This new line named “New U” comes in vibrant colors and patterns for tween girls. While this product addresses the reality that the onset of female menstruation is increasingly becoming lower in the US (currently around ~12 years old) it is interesting to see the lengths marketers will go to cater to the tween market. With this example, it is interesting to see if through marketing to tweens Kotex can reposition menstruation more positively in the minds of young girls. To me, although I’m not in the target audience, the new Kotex U’s certainly pop out on the grocery store shelf. This new line may succeed with more than one target audience as it in essence re-brands”menstruation”.
References:
http://thesocietypages.org/socimages/2011/04/26/sparkly-kotex-pads-for-tweens/#comments
http://muse.jhu.edu/journals/advertising_and_society_review/v009/9.4.o-barr01.html
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