Make-Up: The Figures

By the time British girls reach 14 years old, around nine in ten regularly use make-up, with eyeshadow, mascara and lipsticks proving the most popular choices, according to research published by MINTEL. Perhaps more surprisingly, the report says a high proportion of 7 - 10 year olds do so as well.

Among this younger group, MINTEL says 63% wear lipstick, 44% eyeshadow or eyeliner and almost three in five (58%) use perfume. 'Long before girls become teenagers, they use a wide selection of cosmetics as well as other skincare products and toiletries', according to Senior Consumer Analyst Claire Hatcher. 'Their interest in these products is fuelled by teen magazines and by swapping ideas and recommendations with their peer group and, of course, watching what their mothers use'.

Among 11 - 14 year old girls around three quarters use eyeshadow and 71% use Mascara, while fully 81% use lip gloss and/or lipstick. Around 50% of this age group use these products at least every day. Half (51%) wear blusher, with 14% saying that they use it every day or more, mostly in the 13-14 year old group; and 39% use foundation, including 51% of 13 - 14 year olds.

Mintel's research classifies over one in three (35%) 11 - 14 year old girls as 'Self Conscious', which includes a desire not to stand out in a crowd and not being particularly happy about the way they look, despite wanting to keep up with fashion and be trendy. 13% of 11 - 12 year old girls using self tanning cream, lotion or oil, rising to one in five amongst 13 - 14 year olds. Hair colourants are used by 27% of girls aged 11 - 14 and 35% of 13 -14 year olds.

Almost all teenagers use deodorants, as do almost half of boys aged 9-10. Despite taking an interest in personal appearance from such a young age, MINTEL says these boys probably rely on their mother to buy their toiletries.

The vast majority of children (77% of 11 - 12 year olds and 78% of 13 - 14 year olds) are opposed ot the use of animals in cosmetics experiments and 62% of 11 - 12 year olds and 56% of 13 - 14 year olds say that products that are bad for the environment should be banned. However, fewer children are prepared to pay more for environmentally friendly products (38% of 11-12 year olds and 32% of 13 to 14 year olds) or to try and make their parents buy green products.

The total UK cosmetics and toiletries market is estimated to be worth some £4.7 billion in 2004, which is an impressive 22% increase since 1999. Haircare makes up the largest sector accounting for 21% of the market, but makeup is close behind with an 18% share.

The report, 'Teenage Cosmetics and Toiletries', is based on interviews with 5,856 people aged 7 to 19 years, and also highlights opportunities and strategies for cosmetics companies and retailers. MINTEL's web site is at www.mintel.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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