The report, ‘Teen and Tween Beauty and Personal Care Consumer - US - August 2013’, shows that nail products are used by nine out of ten teens and tweens, with usage rates even higher amongst those in the 12-14 age bracket.
The study also reveals the ways in which biological and demographic changes help to drive trends among young consumers.
Shannon Romanowski, beauty and personal care analyst with Mintel, commented: “Teens and tweens are an ethnically diverse and highly connected group of consumers.”
“They are influenced by a variety of factors in the beauty and personal care market including peers, parents, hormonal changes and access to technology.”
“Must have” products
Nail products are regarded as “must have” by the majority of teenage girls thanks to their versatility and relatively cheap price points.
For the group as a whole usage rates were 92 percent, rising to 97 percent between the ages of 12 and 14. Girls are often introduced to these products at a young age and go on to use them throughout their teenage years.
Romanowski noted: “The popularity of nail products is partly due to the abundance of options these cosmetics offer- special effect polishes, nail art, etc.”
“Girls can create a whole different look relatively easily.”
The report also highlighted other important social and biological trends, including the decreasing age of puberty in children and growing numbers of Latino households, which are more likely to include teenagers.
Male and female children are both experiencing symptoms of ageing such as oily or dry skin, body odor and acne earlier, with higher numbers now buying deodorant and medicated skincare products between the ages of nine and eleven.
Girls led the field in the use of most products between 9-11, with the gap being narrowest in deodorant, which roughly half of both demographic groups regularly use.
Mintel’s research proposes that obesity and “substances in the environment” may be behind the trend towards early puberty. The study suggests that marketers should take advantage of this effect with campaigns targeted at younger children and their parents.