Beauty Store Business magazine - January, 2020

All Grown Up

Mintel—a global supplier of consumer, product and media intelligence—has found that 61% of girls aged nine to 11 years old would like to wear more makeup than their parents allow. The firm's recent research also revealed:

—37% of girls aged nine to 17 say they use lip gloss/stick every day
—33% use mascara daily
—27% use eyeliner daily
—16% use foundation daily

Kat Fay, senior beauty analyst at Mintel, notes that the use of foundation, eyeliner and eye shadow increases sharply from age 12 to 13, indicating that the initial teen years mark the expansion into adult cosmetics.

Make sure you don’t miss out on this viable demographic. Fay continues, “In order to attract this group and get support from parents, products must be subtle in appearance and emphasize that ingredients are safe for young skin, while still playing on the books and TV shows that tweens and teens find appealing.”

Shelley Moench-Kelly

Image courtesy of thinkstock/bananastockcollection