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Post Info TOPIC: Thoughts? Walmart's new make up line for 8-12 year olds.
greendiamond


Marc Jacobs

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Thoughts? Walmart's new make up line for 8-12 year olds.
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Walmart Targets 8-Year-Olds With Anti-Aging Make-Up

'Geo-Girl' Beauty Line Is Aimed At Tweens

 

POSTED: Thursday, January 27, 2011
UPDATED: 8:44 am EST January 27, 2011
Retail giant Walmart has added a new range of anti-aging make-up to its shelves - aimed at young children. The new 'Geo-Girl' beauty line is said to be aimed at the 'tween' market of 8-12 year olds, and will include blusher, mascara, face shimmer and lipstick that is 'mother approved', as well as anti aging products.

 

According to the marketing team behind the line the formulas are designed for 'young skin' and contain natural ingredients.

 

 

Joel Carden, executive vice president of Pacific World, the brand's manufacturer, says the line is designed for young children who want to use 'real cosmetics, but with natural ingredients.'

 

 

All 69 products in the range will be paraben, phthalates and sulfate free, a strategy that is designed to attract parents worried about the excess chemicals in make-up. Synthetic colors and fragrances are also avoided to reduce the risk of skin allergies. Walmart's divisional merchandise manager Carmen Bauza has told beauty magazines across America which are featuring the

 

To keep the young eco-minded generation happy, packaging will be recyclable, says Bauza. The range will be on the shelves from February 21 and has been developed to replace the Mary-Kate and Ashley cosmetics range which was previously sold through the store.

 

 

Walmart says the targeted sector has an estimated 2 billion dollars buying power.

 

Last year there was widespread condemnation when Jordan announced that she planned to launch a kiddie makeup line which would include edible lipstick, blusher, mascara and nail varnishes for little girls to stop them stealing their mother's makeup.

 

Jordan's daughter, Princess Tiaamii was pictured on the internet after a 'makeover', drawing criticisms of the over-sexualisation of children. Websites across the world have reacted to news of Walmart's planned launch next month, with many children's experts expressing horror at the move. One well-known website asked: 'What next for kids? In store Botox?'


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Gucci

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I saw that this morning on one of the AM shows. I'm not a mom, but I don't think 8-12 year old girls should have makeup marketed to them. They're going to have years and years to experiment with wearing makeup, and even more years where they will feel like they HAVE to wear makeup to feel pretty. Let them be children for as long as they can.

I'm OK with 13/14 year old girls starting to experiment with things like lip gloss or sparkly powders. They're in junior high and that seems like a good time to begin experimenting.

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TheLovelyLady71


Hermes

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WOW! Are you KIDDING ME?! LOL Heck, I personally didn't start wearing make-up till I was in the 8th grade (took a break, then started again in the 10th or 11th grade), so WOW! Unbelievable!!!

-- Edited by TheLovelyLady71 on Thursday 27th of January 2011 11:24:02 AM

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greendiamond


Marc Jacobs

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I agree. I had my mom's discards I could play with at home as a kid. In middle school I was wearing powder and mascara and tried with eyeliner but was terrible with it so I never really wore that. And, of course lip gloss was allowable in my household in middle school.

I think telling an 8 year old that they need make up sends the wrong message. But, it might be a nice line for kids to buy to play with in the house I guess, instead of their mon's discards. It may be okay for a 12 year old. 12 year olds are in middle school, right?

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XtinaStyles


Marc Jacobs

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Gross. Blush and mascara? I didn't start wearing those until my 20s. This was my go-to until then: 

hot_lips_gloss.jpg
I agree, it's all about the over-sexualization of children and the madonna/whore complex.  Teach girls to be sexy then chastise them when they get pregnant.




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greendiamond


Marc Jacobs

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XtinaStyles wrote:
This was my go-to until then: 


hot_lips_gloss.jpg



I forgot about these! I lost mine on the buss one day in middle school and was devistated! They were hard to come by.

 



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pollyjean23


Marc Jacobs

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Eeeesh... Even though I was wearing makeup quite early, I don't think it should be marketed to kids.  8 years old?!  I was wearing a little bit in 5th and 6th grade (teeny bit of eyeshadow, lipgloss) and full makeup in 7th (foundation, powder, blush, shadow, liner, mascara). I know things are different now, but that's not an excuse; and, why are things different now anyway?  Weird.

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Jahni


Dooney & Bourke

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I think it will depend a lot on how exactly it is marketed. I like the idea of using natural ingredients...my 4 yr old niece loves to play in my make up, i don't like to buy play or pretend make up for her because i think the ingredients could hurt her skin (she has very sensitive skin) but at the same time I cringe when she heads for my Bobbi Brown...8-12 does seem a little old for pretend make up though...i think they need to redirect their target ages to a younger crowd and market it as more of a dress up/costume product.



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Suasoria


Chanel

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Strangely I'm mostly OK with this (other than the "anti aging" garbage). Also mascara seems to be a stretch for this age group, but maybe it's clear or something.

My friend's 3 and 5 y-o's want their nails painted. They would want more if their hippie granola mother was at all into it (I doubt she even owns high heels).

I don't think they're breaking new ground here. Even when I was a kid in the 70s there were various "cosmetics" for kids such as sparkly powders.

I didn't get into makeup until the summer before 7th grade, so probably 12-13. By that age most girls were wanting popular drugstore brands like L'Oreal or Revlon. I remember a friend going to England between 7th/8th grade and bringing home a bunch of Rimmel makeup, only available in the UK at the time. (1984? 85?) We went nuts for it - the colors were so pretty and girly.



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XtinaStyles


Marc Jacobs

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I have a confession. In junior high, I dabbled in lipstick. I don't know if it's regional or what, but it was trendy to wear brown thick liner with a red or pink lipstick like this:0.jpg

My 8th grade class pictures were ruined.


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pollyjean23


Marc Jacobs

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lol, Xtina.  I had the brown liner too; thank goodness they didn't take pictures for college!

I was thinking about this topic today (after I wrote my first comment), and I thought about how kids are already faced with a barrage of advertising. It's on their toys, on the cereal boxes, at the doctor's office - - everywhere.  What's one more path of approach?  Suasoria is right, too, about the cosmetics, but they still seemed to have a more play-centered theme back then.


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Yana


Dooney & Bourke

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Seriously?! 8-12 year olds?! Do they add condoms as a free gift with purchase too?!

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KaffeeKlatsch


Marc Jacobs

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LMAO Yana!

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Suasoria


Chanel

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Tinkerbell! That was the line of play makeup when I was younger.

I have talked to a company on and off for the last two years about a web project they are developing for kids/schools. They have done a lot of parent focus groups, and were surprised to find out, as I was, that most parents don't mind their kids being marketed/advertised to. As PollyJean said, it can't be helped anymore, so maybe they figure why fight it?

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Hermes

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bonnie bell lip smakers were my makeup entry. I started to dabble in makeup when I was 12, then probably started wearing eye makeup and blush pretty regularly when I was 13. I think an 8-12 audience is way too young to market makeup to, unless its for play.

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