NPD flags up importance of Tween market
estimated $500m and includes products as adult seeming as firming
cellulite cream, according to NPD Group's latest report.
Christened "Tweens" these young girls can be prolific consumers of beauty products dabbling in make-up, skin care and fragrances.
Bringing Mum to the beauty counter But market research firm NPD said because Mum is normally the buyer they also bring both generations in contact with the brands.
NPD beauty analyst Karen Grant said: "It's important for beauty companies and retailers to recognize that Tweens may be driving Mum 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 Mum."
NPD looked at the beauty products that Tweens are using and found they span 30 categories from lip gloss to firming cellulite cream.
Fragrances top usage list However, fragrances come out on top with 60 percent of Tweens saying they have already started using perfumes or body sprays.
Celebrity fragrances are predictably popular with the top five favored brands including Britney Spears, Britney Spears: Curious and Victoria's Secret.
Skincare products are in second place with half of the Tweens surveyed saying they are already users.
Make-up and cosmetics then follow and among the array of products in these categories lip gloss was found to be particularly popular.
Sixty percent of the girls told NPD that they use lip gloss at least one a month.
Motivations for beauty product use In their use of beauty products young girls are generally looking to emulate their elders and are not necessarily motivated by the desire to correct physical imperfections.
NPD said 51 percent of Tweens say they are happy with the way they look.
The market research firm said there is a strong element of play and experimentation in their first forays into the beauty market.
"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" involve din their application of products," said Grant.
