Beauty Purchasing Solid in Tweens, Teens


PORT WASHINGTON, N.Y.—The use of beauty products by young consumers has held stable with 2009 levels, although it has not yet rebounded to 2007 pre-recession levels, according to a new report, "Insight into the Youth Beauty Market," by The NPD Group. The study, conducted in NPD's Online Panel in December 2011, revealed female teens (ages 13 to 17) and tweens (ages 8 to 12) are becoming more engaged in the beauty category. The top three regularly used products among teens are lip moisturizers/balms, body moisturizers/lotions and mascara; tweens top three are lip gloss, body washes/cleansers/gels, and lip moisturizers/balms.

Price is a major factor for this group, with two-thirds of tweens and 70 percent of tweens looking for items on sale. In fact, 42 percent of teens say the statement "I am very cost conscious when it comes to buying beauty products" describes them completely. The net result is tweens spending an average of $9.80/month on beauty products, and teens hitting $13.60 a month, up from $9.20 and $12.10, respectively, in 2009.

However, it's not just about the cost, according to Karen Grant, vice president and senior global industry analyst at the NPD Group. "It's about what they feel they are getting in return for their money that influences their choices," she stated. "The overwhelming majority of girls 8 to 12 years old tell us that they look to their parents and siblings to see what beauty products they are using and that helps them decide what to buy and use. This underscores the importance of brands building strong emotional connections with consumers and staying connected."