Brand Packaging

Beauty brands targeting younger faces

February 21, 2012

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.