NEW YORK — Nine-year-old Megan Dudek posts her latest nail art creations on Instagram for her friends to see. Eighteen-year-old Cassidy Gray scopes out YouTube tutorials for makeup tips.

Mass-market retailers hope these customers and the products they peruse via social networks will add more fuel to the current surge in beauty sales. To court young shoppers, merchants are looking for trendier, youth-oriented items from not only niche marketers, but the big brands, too. Some of the hottest items include nail polish and design kits, temporary hair color and lip gloss.

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