Anything for the nails. Teen and tween girls are big business for beauty and personal care brands, according to recent Mintel research, nail products are a must have for the group. Some 92 percent of girls between ages 9 and 17 use some sort of nail product, research indicates.
Similar to lip products, girls are introduced to nail products at young ages, often before their teen and tween years, says Shannon Romanowski, beauty and personal care analyst at Mintel. “The popularity of nail products is partly due to the abundance of options … special effect polishes, nail art, etc. Girls can create a whole different look relatively easily.”
Nail product usage has risen to 97 percent for girls ages 12 to 14 and 14 percent of all teen and tween girls use nail products on a daily basis. Mintel research found that the popularity of nail products among teens and tweens is consistent with the overall strong performance of nail polish and care products, which saw growth of about 72 percent between 2007 and 2012.
Nail polish usually costs between $5 and $10 a bottle, with some brands as cheap as $3. The affordability has made it popular among younger girls.