Regular use of certain cosmetics is rising sharply among tween girls, according to a new report from the NPD Group, a consumer research company. From 2007 to 2009, the percentage of girls ages 8 to 12 who regularly use mascara and eyeliner nearly doubled — to 18 percent from 10 percent for mascara, and to 15 percent from 9 percent for eyeliner. The percentage of them using lipstick also rose, to 15 percent from 10 percent.
Meanwhile, women of all other age groups, including teenagers, report using less makeup, according to NPD. The economy seems to be playing a role, said Karen Grant, the senior beauty industry analyst with NPD, with women cutting back on beauty products to save money and unemployed women feeling less compelled to do their face every morning.
So how is the elementary-school set getting away with it? Easy: Mom is the one buying it. When asked to name their primary influence for acquiring and applying makeup, 66 percent of the 365 tween girls polled by NPD pointed to a family member or adult family friend.
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