We don't want to widen the generation gap between teens and everyone else, but let's face it: Teens seeking their favorite MAC eyeliner in Nordstrom don't like to be sneered at by Louis-Vuitton-bagged women just for wearing corduroys and trainers. They need a safe haven where they can spend money (teens spent $141 billion last year, according to Teenage Research Unlimited) without feeling loathed for spending a little time.
We're talking about a beauty store for teens-- like Skin Market in Los Angeles--with room to lounge, TV screens to watch, Net stations to use and books to peruse. Keeping prices teen-friendly (less than $15) when offering so much fun requires high volume. That's why hosting makeup demonstrations and maintaining a strong Net presence are imperative.
Harvey Entertainment, the licensing force behind junior brand Hot Stuff, picked the brains of top teen magazine editors last summer and found that dabbling in, and shopping for, cosmetics is still one of girls' favorite after-school activities. Since this is unlikely to change--no matter what feminist trends emerge--we suggest you check the vacancies at your local mall.