Teenagers around the world are becoming more and more concerned about their looks. They shop for their own trendy clothes because it is getting increasingly important to wear the latest fashion. Furthermore, there is a growing number of younger and younger children colouring their hair, often with the permission of their parents. The question, which arises from this, is: Why do adolescents pay more attention to their appearance than in past years? The answer is difficult to find because it is complicated to reveal psychological motivations. Nevertheless, considering the extraordinarily high importance of means of mass communication like TV and Radio, the influence of the media on young people is, without doubt, immense. Moreover, it is probable that the commercials of big companies with a widespread reputation are, in some way, responsible for the above-mentioned movement. That is why more and more firms in the clothing industry as well as those concentrated on the marketing of beauty products start developing strategies to take advantage of this efficient way of influencing a broad part of the population in order to attract the younger target group.
Being aware of the new trend, L'Oréal commissioned this study about "Tendencies among adolescents concerning hair colouration ". So far, the company has focused their marketing and products towards adults without paying special attention to adolescents. For now, L'Oréal does not explicitly plan to develop special products and a marketing strategy that fit to the younger segment. Nevertheless, the fact that young people are getting more concerned about their appearance and the slowly awaking interest of the competitors necessitate the company to consider young people as a possibly important customer segment in the near future. The scope of this study is not to find out whether the group of adolescents is "ready " for own products and marketing measures because the sample is not representative enough.
