Beauty brands targeting younger faces

February 21, 2012
/ Print / Reprints /
ShareMore
/ Text Size+

If it seems like girls are making an effort to look more mature at a younger age, there’s a reason for that-and beauty brands are ready to help them along. According to Mintel, 61% of girls aged 9-11 would like to wear more makeup than their parents allow.

  

When it comes to regular usage, 37% of girls aged 9-17 say they use lip gloss/stick every day, while 33% report applying mascara on a daily basis. Twenty-seven percent report using eyeliner seven days a week, and 16% use foundation every day.

 

“It appears that the use of foundation, eye liner and eye shadow increases sharply from age 12 to 13,” adds Kat Fay, senior beauty analyst at Mintel. “This suggests that the first of the actual ‘teen’ years and the beginning of junior high school marks the expansion into more adult cosmetic products.”

 

More than half of all teens indicate that their moms help them make cosmetic choices, but this varies greatly by age. As expected, tweens are most likely to rely on their mothers to help with purchasing decisions (73%) while only 39% of girls aged 15-17 say they need (or want) mom’s help. Conversely, 78% of this older segment says they buy whatever looks good on them, while only 36% of tween girls agree with that statement.

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

11/18/14 2:00 pm EST

Perfecting Package Design with Digital Solutions

Brands know that good package design plays a significant role in the commercial success of a product. After all, customer will experience the packaging before they experience the product within. Have you explored all the possibilities when designing a new package, or do time restraints and other limitations get in the way from delivering perfection? Advances in digital printing and finishing technologies now allow brands to explore even wider ranges of design possibilities within their ever shrinking timelines.

Brand Packaging Magazine

brand packaging september 2014

September 2014

 The September 2014 issue features the latest on Standing out from the Crowd.  You can also read the issue at the Digital Editions.

Table Of Contents Subscribe

THE BRAND PACKAGING STORE

BP_DG_2013Cover.gif
Design Gallery Volume 11

Design Gallery Volume 11 is not just a study in good design. It’s a look at how packaging can successfully demonstrate structural and graphic innovation, make strong shelf impact, meet consumer, shopper and retailer needs and support and convey the brand story

More Products

STAY CONNECTED

facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus  

SDG