Most Tweens Enjoy Personal Care

Across the nation, American tweens and teens are indulging in makeup. New research from Mintel reveals that as many as 80 percent of all US 9-11 year olds use beauty and personal care products.More than half of US 12-14 year olds use mascara (54%), as well as eye shadow, eye liner and eyebrow pencils (54%). Meanwhile, some 45% use foundation/concealer, 30% use blush/bronzer and 10% use hair coloring products!

“Beauty awareness starts at an early age, and tweens/teens are becoming increasingly savvy due to the popularity of YouTube beauty tutorials. But it is certainly not just girls looking to express themselves through the use of beauty and personal care products as our research reveals that boys show a strong interest in male grooming products. Although self-expression is key to makeup usage, it’s evident that half of teenagers use makeup to feel more confident,” said Margie Nanninga, beauty analyst at Mintel.

Mintel research indicates that teen girls in particular are looking for relatable spokespeople as well.

“The saturation of film and TV stars and celebrity athletes, as well as the use of photoshopped imagery, in beauty and personal care advertising is driving many younger consumers to prefer more authentic representations, experiences and communication. Teen girls are especially likely to seek authenticity, preferring those who aren’t airbrushed and those who are strong role models. A preference for relatable spokespeople is likely driving interest in YouTube vloggers and reality TV stars, who teens likely see as more relatable. However, we see the opposite with teen boys, who are more likely to want celebrity spokespeople,” said Nanninga.