Wal-Mart is to launch a brand new line of cosmetics for pre-teens, known as “tweens”, with prices ranging from $4 to $6.
This makeup line will include light pink blushes, purple and pick eye shadows and mascara . Other retailers and brands have already launched cosmetic products for the pre teens.
New NPD Group market research highlights that frequent use of makeup products, such as, lipstick, mascara and eyeliner has increased amongst 8 to 12 year olds.
The tween market was the only one to increase its expenditure on cosmetics during the recession, to be exact, from $8.50 monthly in 2007 to $9.20 monthly in 2009.
Girls are starting to use cosmetics as young as six, especially clear lip gloss and nail varnish . They move onto using other makeup products as and when they are given them as presents, mainly by family members.