At recent cheerleading camps across the country, Propel, a unit of Gatorade,
sponsored “hydration breaks,” handing out “fitness water” after participants
exercised. P&G’s CoverGirl conducted a makeover tour, showing how to apply
lip gloss and other cosmetic products. Skintimate, a unit of S.C. Johnson &
Son, sponsored an in-camp cheerleading competition to anoint a “Smooth Moves”
But, Keller Fay Group finds that teens are slightly more likely to dis a product if
they don’t like it.
Personal care product marketers reach for a teeny edge – Los Angeles Times
At a national cheerleading competition last month, girls wearing short skirts and purple eye glitter competed for points at the Anaheim Convention Center. But the real contest was going on in the beauty lounge.
The prize: the loyal buying habits of brand-obsessed teens.