Nail products used by 92% of US teens and tweens
Abundance of options and low prices makes sector particularly appealing to girls
According to research by Mintel, 92% of girls in the US between nine and 17 years old use some sort of nail product, making it the most popular cosmetic item among teens and tweens. “Similar to lip make-up, girls are introduced to nail products at young ages, often before their teen and tween years,” said Shannon Romanowski, Beauty and Personal Care Analyst at Mintel. “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.”
Nail product usage rises to 97% for girls aged 12-14 and 14% of teen and tween girls use nail products on a daily basis.
“Nail polish usually retails between $5-$10, and some value priced brands can be purchased for as little as $2,” added Romanowski. “The affordability of nail polish, in addition to new product innovations has made the category especially popular among younger girls. Brands are also extending their appeal by offering products based on iconic characters like Hello Kitty and even popular childhood desserts like ice cream and sprinkles.”
