Chains work harder to target fickle teens

Drug Store News, March 1, 1993

Drug chains like teens. They like knowing the market is projected to grow 15 percent by the year 2000. They're delighted to hear that teenagers have twice as much discretionary income to spend today than they had just 10 years ago and that their total spending influences are over $130 billion. And it doesn't bother them at all to know that teens s end about 50 percent of their available income on products that make them look good.

What drug chains don't like is not knowing exactly how to reach teenagers or how to talk to them when they do reach them.

"The toughest thing about teens, says Steve Lubin, divisional merchandise manager for cosmetics at Walgreens, is "they're fickle. If you find something that really works, overnight it changes."

"They're a tough market to hit," says Steve Lund, vp of merchandising for Perry Drug. "We've tried using coupon books to reach them, but I'm not sure that works with teens and it's hard to measure its effectiveness. They're also always changing, so it's hard to know what they want."

At Harco Drug in Tuscaloosa, Ala., Jim Harrison, assistant to the president, also says the market has tremendous potential but is "hard to reach."

How do you target teens?

Lund thinks the answer may have something to do "with getting involved in the schools. If you can somehow get your business associated with the schools, that might do it," he says.

Perry Drug is currently working on developing a magazine rack that they could position in the cosmetic section where teens like to browse. Susan Lund, cosmetic buyer at Minneapolis-based Snyder Drug, has looked at a similar type of rack developed by Conde Nast, but she has to overcome the problem of finding the space for it if Snyder decides to do it.

Snyder is also testing "Club Teen" which it promotes through a local high school. Paul Mohlke, who manages the Ames, Iowa store where the test has been underway since April of last year, says it has worked out very well Mohlke says his store currently has more than 300 active club members, and they are shopping the store every two or three weeks spending an average of between $5 and $10 per visit.

"It's nice to see teens coming in," says Mohlke. "It's worked very well for us, and I think at some point we'll be expanding the test. "

Other chains like Walgreens have tried to reach out to teens by buying some media segments targeted to teens. Walgreens, Rite Aid, Eckerd, Harco and many other chains try to court teens by carrying lines they like, such as Bonne Bell, Beverly Hills 90210, Almay Teen and jewelry with a young ambience.

Manufacturers who market to teens say that retailers can improve their chances of being noticed or paid attention to if they treat teens with respect and talk to him or her as directly and honestly as they can.

"You need to open a relationship with teens," says Michael Hudes, marketing director for Premier, Inc., which makes Exact, a new time released acne remedy product. "Whether you are a manufacturer or a retailer, you can't establish a relationship based on glitz. They want meaningful talk, straight talk, and because cause they are so concerned about their appearance, they want to be told how a product can help them, and where they can easily buy it."

"If you want to court teens, you have to show respect for them as customers," says Theresa Sutton Fryback, a spokesperson for Caboodles, Inc., the country's leading brand of cosmetic box organizers. "You can't talk down to them, whether it's in your product, your advertising or your promotions. Today's 12 year old is very sophisticated, and many 16 year olds think of themselves as 34 year olds."

"Teens are very sophisticated, confident and intelligent," says Lene Esposito, vp of new products and creative development for Cabot Laboratories, Inc. "They're also very in tune with environmental issues, and that relates to the products they select and sometimes to the stores they shop. They're also not very impressed with pretentious packaging. Teens look for packaging that isn't wasteful and that demonstrates a concern for the environment."

"[Teens are] very aspiring," says Donna Shapiro who handle's consumer marketing for Tambrands. "They want to be like their older sisters. That's why it's important to use models who aren't too perfect. [They] want to aspire to somithing that's attainable."

"Todat's teens are more savvy and knowledgeable than ever before," says Cynthia Stremba, executive vp of marketing for Revlon's Almay division. "Because of this, they are not impressed by hype or fancy packaging; they look or products that quite simply answer their needs or solve their problems."

Jay Cole, publisher of 'TEEN magazine says that the rapid growth of the teen market coupled with their enormous spending power and developing brand loyalties is adding up to "teen power" in the '90s.

"Teens have a tremendous thirst for knowledge," says Cole. "They are looking for guidance in all phases of maturation. How to do it, step by step information and education are all important when communicating with teens. Companies that advertise by clearly featuring product choices and who talk specifically about product or store benefits, get the best results."