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Tween and Teen Beauty Engagement Bouncing Back

Posted: May 23, 2012

In 2009, there was evidence that the youth beauty consumer was becoming less engaged in the beauty category overall. Results showed declines from 2007 to 2009 in the percentage of young consumers regularly using beauty products. However, according to the latest installment of Insight into the Youth Beauty Market report by The NPD Group, Inc., there are signs of improvement among both female tweens (8–12) and teens (13–17).

The regular use of beauty products by teens and tweens stabilized in 2011. Although the level of engagement in the category today does not appear to be back to pre-recession levels (2007 levels), the types of products being used have remained consistent with 2009 levels. Lip moisturizers/balms, body moisturizers/lotions, and mascara continues to be the top three regularly used products among teens, and lip gloss, body washes/cleansers/gels, and lip moisturizers/balms continue to be the top three beauty products regularly used among tweens today.

Average monthly beauty spending estimates among tweens and teens show moderate increases relative to 2009, another indication that things are improving for young consumers in these age groups. Based on reported spending in the past month, tweens estimated spending an average of $9.80 on beauty products, up $0.60 from 2009 estimates. Likewise, teens report spending an average of $13.60 on beauty products in the past month, up from an average of $12.10 in 2009.

The price of beauty products is important to both age groups, and “price consciousness” is the self-image that female consumers in each age group identify with most often. Teens appear to be even more concerned about price than tweens, with higher reported mentions of the statement, “I am very cost-conscious when it comes to buying beauty products,” describing them completely (42% vs. 25%, respectively).

Few young beauty consumers report “paying full price” when purchasing beauty products, with two-thirds of teens, and about 7 in 10 tweens indicating they “look for items that are on sale” (66% vs. 73%, respectively). Although more teens (37%) report “paying full price” than tweens (25%), the percentage of teens reporting they “pay full price” has been consistently decreasing over time since 2007.