The NPD Group’s latest report, Insight Into the Youth Beauty Market, takes a closer look at the youth consumer from eight to 24 years old. The report finds that Tweens—girls 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 lip gloss and balm.
 
Fragrance sales overall have been challenging in the prestige and mass markets for the past few years. Even though the use of fragrances among younger consumers has been declining, NPD’s latest report finds 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.  
                                        
Skin care is the second most used product among Tweens. More than five out of 10 girls tell NPD they have used skin care products.  Usage of makeup ranks third among these young ladies. Nearly four out of 10 Tweens report having used cosmetics. Of the Tweens who are using beauty products, lipgloss is high on the list, with six in ten Tween girls saying they use lipgloss at least once per month.  Even though more than half (51%) of Tweens say they are happy with the way they look, there is a keen interest in beauty products. Tweens surprisingly utilize a variety of at least 30 different beauty product categories from lip gloss to firming cellulite cream.
 
“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.”
 
Where do the Tweens get the money to spend on beauty products? Four in 10 report using allowance money for their beauty purchases while over six in 10 say 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. And, what do they want? Tweens today want to be sophisticated and are brand aware, they want the brands and products their Mom or the “big girls” have, but with products that work and are appropriate for them,” said Grant.