The teen and tween beauty market has always straddled the fence between attracting new users to the category with the hope of forming life-long habits, and providing age-appropriate products, according to Mintel. Parents continue to battle the KGOY (kids growing older younger) phenomenon, but young girls are facing intense pressure from both the media (and sometimes Mother Nature) to adopt adult behaviors before they’re ready. The beauty industry has waged a type of “tween creep” where girls as young as 7 or 8 are considered fair game for tween products. For brands looking to initiate long-term relationships with these young users, they must create product lines that grow with these girls as they mature or they’ll be abandoned as “too childish” which is a death sentence for cosmetics hoping to see the light of the high school hallways.
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