Breaking News

Tween Beauty: They hold The Purse and Apron Strings

June 23, 2008

According to the NPD Group’s Insight Into the Youth Beauty Market, “tween” girls—those between the ages of eight and 12 years old—first start using beauty products at the age of 10 and may use more than two dozen different beauty product categories. The majority of what they are using includes fragrances/body sprays, body washes/cleansers/gels and lip products, like lipgloss and balm.

While scents sales overall have been challenging in the prestige and mass markets, NPD reports that the fragrance category is actually the one used by more tween girls than any other category. Nearly 60% of tweens say they have started using fragrances/body sprays. Favorite tween brands are Bath and Body Works, Britney Spears, Britney Spears Curious, Victoria’s Secret and CK One.

Skin care is the second most used product among tweens and makeup ranks third, with 40% of tweens reporting that they have used cosmetics. The most commonly used product is lipgloss, with six in ten tween girls using it at least once a month.

“It’s important to understand that at this age these girls are straddling the line between little girl and teenager and as such, there is a huge element of ‘play’ involved in their application of products. Girls eight to 12 are typically still attached to Mom’s apron strings and often look at Mom as a hero,” said Karen Grant, vice president and senior beauty industry analyst, The NPD Group. “Mom has a huge influence on the beauty products tweens use.”

So, where do these young consumers get the cash to buy product? Four in 10 report using allowance money for their beauty purchases while more than six in 10 said their parent or guardian pays for their beauty products.

“Based on the number of tween girls using beauty products and the average amount they report spending per month, the tween segment represents about $500 million in spending on beauty products in a year. Now, that’s a nice sum, but here is what kicks that up into overdrive: since Mom is usually the one purchasing the products for the tweens, it’s important for beauty companies and retailers to recognize that tweens may be driving Mom back into the marketplace. That little girl may be the one pulling the purse strings, so to speak, and the one who provides you an opportunity to talk to Mom,” said Ms. Grant. More info: www.npd.com
blog comments powered by Disqus
  • Kitchen Counter Cosmetics

    Kitchen Counter Cosmetics

    Christine Esposito, Associate Editor||May 2, 2016
    LOLI box marks the convergence of natural and organic ingredients, subscription service and DIY cosmetic chemistry.

  • What’s New at La Prairie?

    What’s New at La Prairie?

    Melissa Meisel, Associate Editor||April 25, 2016
    VP of marketing shares the latest buzz with Happi.

  • Mapping Out Multicultural Beauty

    Mapping Out Multicultural Beauty

    April 25, 2016
    Agnieszka Saintemarie of Kline Group about current trends and challenges in multicultural beauty.

  • Erasing the Signs of Aging

    Pauline Rouaud-Tinguely, David Boudier, Sylvain Mazalrey, Jenny Laumonier, Isabelle Cruz, Gu00e9raldine Bon, Karine Perrinet, Bu00e9ranger Tassy, Brigitte Closs, Silab R&D, Saint-Viance, France||May 2, 2016
    Silab researchers explain how by acting on the endogenous hyaluronic acid pathway.

  • I Want It All

    I Want It All

    Melissa Meisel , Associate Editor||May 2, 2016
    Skin care moves beyond the basics with pampering formulations with unique components and novel functions.

  • Wacker Builds on Its Success

    Wacker Builds on Its Success

    Tom Branna, Editorial Director ||May 2, 2016
    The silicone maker had a good 2015 and expects the gains to continue in 2016, driven, in part, by success in the Americas and