Teen Boys Are Checking out of the Cologne Market; The `AXE Effect' is Taking Hold.PORT WASHINGTON Port Washington, uninc. town (1990 pop. 15,387), Nassau co., SE N.Y., a suburb of New York City, on the north shore of Long Island and Manhasset Bay. There is extensive manufacturing, much of it reflecting the region's past association with the aircraft and aerospace , N.Y. -- Teen boys are cutting back on their use of traditional colognes as inexpensive body sprays Body spray is a perfume product which is lighter in strength than cologne, generally less expensive, and doubles as a deodorant.[1] Some well known body spray brands include Unilever's "Axe", Gillette's "Tag", Dial's "RGX", Procter & Gamble's "Old Spice Body Spray", and A. sold through mass retailers grab hold of their attention. The NPD NPD New Product Development NPD Nouveau Parti Démocratique (Canada) NPD Narcissistic Personality Disorder NPD Norwegian Petroleum Directorate NPD Nationaldemokratische Partei Deutschlands Group's Men's FragranceTrack 2006 study finds that usage of cologne is down sharply among teens. According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. NPD's survey, the number of teens (13-17) wearing cologne dropped 18 percentage points in just one year. In 2006, 59 percent of teens ages 13-15 told NPD they wear cologne, down from 81 percent in 2005. For older teens, ages 16 and 17, 68 percent said they wear cologne, a drop from 80 percent in 2005. "The so-called 'AXE Effect' is being seen across the men's fragrance industry. Body spray products like AXE and Tag are attracting the younger market with their creative advertising and low price points of around $5," said Karen Grant Karen Grant was a fictional character in the UK Soap Opera Brookside, played by Sheelagh O'Hara from Episode two in 1982 until 1988 when the character left the series. Family
in full Music Television U.S. cable television network, established in 1980 to present videos of musicians and singers performing new rock music. MTV won a wide following among rock-music fans worldwide and greatly affected the popular-music business. , interactive websites and ads within video games See video game console. to talk directly to teen boys about the universal theme of `boy meets girl,'" said Grant. Opportunities exist in the prestige market to connect with males at an earlier age to use colognes, not just body sprays. While a large percentage of males in the younger age groups are leaving the cologne category, NPD's FragranceTrack finds that eight out of ten men 25 to 44 years old wear fragrances, the primary age group that prestige fragrances target. "For the prestige fragrance industry I think education is a key component. It's important for companies to get their message across to younger consumers to come into the marketplace. And, in addition to speaking to young men, targeting women is also important," said Grant. "The number one reason males choose a cologne or aftershave aftershave Noun a scented lotion applied to a man's face after shaving aftershave , aftershave lotion after n → Rasierwasser nt is because it's `liked by women'. This is true from 13 year old teen boys to 64 year old adult men, so women have a tremendous impact on the men's fragrance industry both in purchasing and in preferences," said Grant. The men's prestige fragrance industry totaled nearly one billion dollars in 2005 and grew five percent from 2004, which is more than double the growth of the women's prestige fragrance industry (2%). One of the main drivers of growth for men's fragrances is new launches. In 2005, new launches accounted for a larger percentage of overall men's prestige fragrance sales and grew by 20 percent. New launches brought in about $198 million in 2005, up from $125 million in 2004. As we look at 2006, we continue to see new launches as a place for growth. "We are seeing the first real prestige celebrity fragrance for men this year with hip-hop icon Sean John's Unforgivable. For the first half of 2006 it's already made its way into the top 5 overall fragrances for men. It's showing tremendous appeal and has the potential to be a top seller this year," said Grant. About The NPD Group's Men's FragranceTrack 2006 FragranceTrack(R) provides essential U.S. fragrance market information to uncover new market opportunities and to benchmark industry performance. FragranceTrack utilizes NPD's Online Panel with the attitude & usage survey fielding to approx. 30,000 panelists in Feb for Men (approx. 9,000 returns - 7,500 adult men and 1,400 teen boys). A Blind Scent Test Follow-up Survey, fields to approx. 5,000-6,000. |
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