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Tweens Using More Cosmetics; Teens, Young Women Using Less

Tween girls -- those aged 8 to 12 -- represent an opportunity for cosmetics marketers, according to a new study from The NPD Group. Regular use of mascara rose from 10% to 18%, and eyeliner was up from 9% to 15% during the past two years, Antoinette Alexander reports. On average, tweens regularly use 4.5 different beauty products.

The girls "look to their parents and siblings to see what they are using to help decide what to buy and use," according to NPD.

On the other hand, the report found that the use of skin care basics like facial cleansers and makeup products like mascara dropped significantly in reported regular usage versus 2007 levels among teens aged 13 to 17 years. The pattern was similar for young women aged 18 to 24 years.

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