GENERATIONS of young girls have often indulged in harmless fun by using make-up and dressing up like their mothers or favourite pop stars.

However, according to a study girls as young as seven are wearing make-up in an effort to look more grown-up.

The research says the majority of today's young girls are regular users of cosmetics.

By the time they reach 14, about nine in 10 regularly use make-up, with eyeshadow, mascara and lipstick the most popular choices.

The study, published today by Mintel, the consumer analyst, found that 63% of seven to 10-year-olds wear lipstick, more than two in five (44%) use eyeshadow or eyeliner, and almost one in four (23%) apply mascara. Almost three in five (58%) girls in this age group said they wore perfume.

Analysts blame the rising popularity of make-up on the influence of magazines, and have warned that their content seems to be too focused on appearance.

Claire Hatcher, senior consumer analyst at Mintel, said: ''Long before girls become teenagers, they use a wide selection of cosmetics.

''Their interest in these products is fuelled by teen magazines and by swopping ideas with their peer group and, of course, watching what their mothers use.''

She said there were many magazines aimed at young children and the publishers know that fashion and beauty sells.

''We were very surprised to see that children as young as seven were wearing cosmetics, but make-up has changed over the years as well.

''You can get more natural looks now and that is probably why parents don't mind so much.

''There are a lot of products targeted at younger girls which are regarded as quite fun.

''The problems come in when you look at how much importance teenagers place on looking good.

''Girls are often trying to emulate the images of perfection they see in magazines, but they are suffering from a lack of really strong role models.

''Teenagers in particular are susceptible to feelings of worthlessness and low self-esteem because they cannot measure up to the perceived ideal of air-brushed perfection.

''Many of them start throwing their pocket money at cosmetics to try to achieve a look that is not attainable.

''A fear of getting caught in school will help to tone it down, but while a lot of schools have a no make-up policy, they are often very bad at spotting it.

''Manufacturers of consumer products such as make-up and fragrance should therefore be wary in over-promoting celebrities in the belief that all young teenagers aspire to a notion of perfection which many do not realise is unobtainable.''

The study found that three-quarters of 11 to 14-year-old girls use eyeshadow and a similar proportion (71%) apply mascara. Lip gloss and lipstick is more popular, with 81% of girls in the 11-14 age group using it.

Half (51%) of girls aged 11 to 14 wear blusher, with 14% saying they use it every day. This rises to 20% of girls aged 13 to 14. But more than one in three (35%) aged 11 to 14 were classified as self-conscious by researchers.

Although the girls agreed that they liked to keep up with fashion trends, they admitted they did not like to stand out in a crowd and were not particularly happy about the way they looked, according to the findings.

Lorraine Williamson, a 36-year-old beauty therapist from Bothwell, is happy to let Jade, her eight-year-old daughter, experiment with make-up.

She said: ''Jade uses eyeshadow, blusher, lipstick and nail polish. I don't mind her playing about with it, or wearing it for special occasions like parties or discos. It's what little girls do. They are influenced by celebrities like Britney Spears or Beyonce Knowles.''

Ms Williamson has even organised ''pamper'' parties for her daughter.

She added: ''Jade and her friends get their hair and make-up done at the parties. I am comfortable with my daughter experimenting with make-up at the moment. It is all very innocent, but I'm not sure how I'll feel in a few years.''

Eleanor Coner, information officer with the Scottish Parent Teacher Council, said children experimenting with make-up was an age-old harmless trend.

She said: ''Every little girl in every generation likes to put on make-up and high heels, to look like her mum or a pop star. I did it when I was a child.

''Children might appear more sophisticated now, but in many ways they are less so because they tend to be more cosseted. They may know a lot more about make-up and Britney Spears, but a lot can't look after themselves. They even struggle to cross the road.''

Helen Johnston, editor of Bliss, a magazine aimed at teenage girls, said: ''Teenagers take a lead on what they do from a myriad of sources.

''Our magazine, whose average reader is 15, strives to present information responsibly, whether it is sex education or fashion and beauty. We never encourage teenagers to wear lots of make-up or dress provocatively.

''However, we don't have a problem with them wearing some make-up if it helps their confidence. We want teenagers to love themselves.''

Other findings included in the research, among nearly 6000 youngsters aged seven to 19, included the popularity of fake tan.

About 13% of 11 to 12-year- old girls use a self-tanning product. This rises to one-in-five among 13 to 14 to year-olds. Hair colourants are also loved by many - 27% of girls aged 11 to 14 use them, as well as 35% of 13 to 14 year olds.