Some women believe it’s never too early to start an anti-aging beauty regiment, but an anti-aging cosmetics line geared towards eight to 12-year-olds have many questioning whether such products are necessary, or healthy for children’s self-perception.
Little girls won't be needing to dip into mommy's purse to play with lipstick and blush, Wal-Mart is rolling out a new youth preserving line called “Geo-Girl” consisting of 69 cosmetic products.
The brand includes everything from exfoliators to blush and mascara, all aimed towards the “tween” ages, who have an estimated $2 billion in buying power.
The items feature texting lingo inspired-names such as lipshine called “GR8” (which means great) to appeal to the young and technically savvy, but Dr. Logan Levkoff told Good Morning America that the brand is more likely to appeal to the dangerous desire to associate a girl’s self-worth with her outward appearance.
"We are raising another generation of girls who kind of measure their self-worth based on what's on the outside," Levkoff said.
Though Levkoff is not against tween makeup, she just doesn’t want young girls to treat cosmetics like a necessity.
She told Good Morning America that the decision should ultimately be up to parents whether their little girls can play with makeup, and it’s okay to say no.
GMA reports that the tween market already spends roughly $24 million on cosmetics like the Mary Kate and Ashley brand created by the Olsen twins each year.
Wal-Mart stands behind their product, reiterating that Geo-Girl is not the first make-up created for tween-aged girls, though it is the first geared towards stopping aging.
"(Geo-Girl) was developed in partnership with our customers to give parents a healthier, age-appropriate option for their tween girls who ask about wearing makeup," a Wal-Mart spokesperson told GMA.
The product’s creator says that the formulas are made for delicate young skin, free of parabens, sulfates, synthetic colors and fragrances. The makeup also comes in recyclable packaging and the anti-aging components are all natural, with ingredients like willow bark to exfoliate and chamomile to calm, as well as anti-oxidants, which reportedly prevent aging.
Geo-Girl is hitting Wal-Mart's shelves February 21, with prices ranging from $3.99 to $5.99.
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