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Walmart Launching GeoGirl Makeup Line for Tweens
Filed under: In The News, Fashion, Tween Culture
Lots of little girls love dipping into their mothers' makeup bags, applying lipstick, blush and eyeshadow just like Mommy.
And, although many say cosmetics are a no-no for kids, Walmart is set to premiere a new beauty line just for tweens.
GeoGirl -- aimed at girls ages 8 to 12 -- will include 69 items, including blush, mascara, lipstick and face shimmer.
"It's the first door to beauty for the next generation," Joel Carden, executive vice president, marketing and sales for Pacific World, the company behind GeoGirl, tells Women's Wear Daily. "These are real cosmetics with natural ingredients that will create return purchases and create a true beauty consumer."
In other words: Get 'em while they're young -- like, really, really young.
GeoGirl won't be the first makeup line for tweens sold at Walmart. Disney Princesses, Lip Smackers, Lotta Luv, FAB Beauty and Crayola are all in stores, WWD reports.
Of course, there are those who take issue with tweens wearing lipstick.
"We are raising another generation of girls who kind of measure their self-worth based on what's on the outside," Dr. Logan Levkoff, author of "Third Base Ain't What it Used to Be," tells "Good Morning America."
Levkoff tells the ABC show that she is not against the idea of tween makeup altogether, but it should be seen as something to have fun with, not something girls must wear.
"It's really about playing within your home and not feeling like you have to put on a face for everything else," she tells "Good Morning America."
GeoGirl is set to hit stores Feb. 21. According to WWD, formulas are made for delicate young skin, with natural ingredients and are free of parabens, phthalates, sulfates, synthetic colors and fragrances. The makeup also comes in recyclable packaging.
Prices range from $3.99 to $5.99. A website is set to launch Feb. 25, and, WWD reports, will feature how-to videos and tips on making the world a better planet.
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ReaderComments (Page 1 of 2)
1-28-2011 @ 8:29AM
Teava Nalls said...Ok.. so here the deal. I have a 9 year old daughter and the rule at our house is she has her own "adult" makeup and is allowed to wear it as she pleases. (how else is she going to learn how to wear it and what is acceptable, I don't want her to grow up and know nothing about how to put it on correctly) However she is not allowed to wear make up outside of our home. (maybe a little lipgloss because she has dry lips) This works for every one involved... even daddy!! Will I buy special "tweens make-up" for her.. No way, what's the difference in that make-up and mine? NOTHING!! it is just a sales gimmick!!
Reply
1-28-2011 @ 3:55PM
La Q said...Actually, there is a difference. The ingredients in the cosmetics you use are too harsh for your daughter's still growing skin. GeoGirl will be cheap, so why not?
1-31-2011 @ 8:49AM
Abraxus said...Make up for an 8 year old, or anyone under 12 for that matter, sends completely the wrong message. When I grew up I was told I wasn't allowed to wear any until I was 13 and my Mom stuck to that. I looked forward to being a teen so I could feel more grown up. The clothes little kids wear and now make up, are just letting them grow up way too early and as parents we should be saying no to our kids a whole lot more than we are - they need to know there are rules, that you can't have everything NOW, that sometimes you need to wait a while, or save up a while, or sometimes the answer to what you want is simply a flat out NO. We are bringing up a generation of kids who are very privileged and lucky, but when you get out into the real world after college they don't know what the heck to do with themselves because no one ever said no before or allowed them to fail (no one loses in races anymore, they ALL get a ribbon - way to prepare our kids for the real world).
1-31-2011 @ 10:54AM
Bronzemarigolds said...You might want to stop your daughter from using lip gloss for dry lips. Lip gloss has certain chemicals in it that will intentionally chap the lips so that you will keep putting it on. After all, the more you use the product, the more money the company makes. Also, watch out for the scented and flavored lip glosses. Kids get into a bad habit of constantly licking their lips, which of course dries the them out. The best thing for chapped lips is carmex, chapstic, or even a thin layer of vasiline for shine.
2-02-2011 @ 3:50PM
jay cee said...I like it when they dress up and stand by a lamp post.
1-31-2011 @ 6:09AM
Heather said...Make-up should NOT be geared for girls that young!
Reply
2-02-2011 @ 12:31AM
Linda said...I will let my daughter uses this. If I can get her to wash her face with out hounding her, and start to take care of herself it is worth it. I have bought her facial cleanser and lotions maybe in a more youthful apperance she will use them. She still has black heads, and pimples. If she uses soap with LOL on it instead of olay fine.
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1-31-2011 @ 7:15AM
Jana said...Actually, this is not the first line of cosmetics marketed towared tweens. When I was in my mid teens in the early 70s there was a line, I believe it was made by Yardley of London, that was sold in girls' departments in department stores. It was just makeup, not skin care, and was a flat out failure. Even now there are makeup lines in discount stores that are definitely marketed toward young or pre-teens (tweens). I really don't see what the big deal is. If you can even get a girl that age interested in hygiene at all by having special products for them, then great!
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1-31-2011 @ 8:21AM
jean chanley said...This is wrong. Here we go with another group of Britanys. Let them have their young years without all the pressure
of Makeup. They have long enough to worry about how they
look.
Reply
1-31-2011 @ 8:21AM
Anotherthinkcomin' said...Whatever happened to the word "No." As I recall, my parents used it a lot.
Reply
1-31-2011 @ 8:36AM
SKW said...There is absolutely nothing wrong with this. They're marketed for mothers of girls who are starting to hit puberty and are curious about makeup. Don't want your daughter to be curious? Either don't wear makeup yourself or, better yet, LET HER GROW UP.
Reply
1-31-2011 @ 9:37AM
Kate said...Make up is for adults, not little girls, and mothers should be responsible enough to teach them how to be little girls first before pushing them to be older than they are.. This is just a big company putting crap out to make money off of mothers that are trying to relive their lives through there "little" girls. No wonder little girls are ending up pregnant at 12. Mothers need to stop allowing big companies to tell them how to raise their children. Also, mothers need to allow their little girls to be just that "little girls" IF every mother with little girls under 14 would spend time with them and teach them how to be ladies, we would not be seeing all these little ones acting like grown ups at age 7 or 8. Teaching begins at home with parents that want the best for their children, not from big companies pushing you and your little girls into being 15 at the age of 7. Be Mothers, and not girlfriends, friendship with your daughters comes when they have grown into mature young people. and you as their mothers have given them the proper tools to be young, decent, loving women, that will in turn teach their daughters as they have been taught.
1-31-2011 @ 1:47PM
HopeLivzOn said...I lay the responsibility for all of this on Hollyweird! Suri Cruise, age 4, wears make up and high heels - not for playing "dress up", but in public. And she has a $3 million wardrobe! She's just one of many of the very public, spoiled, overindulged kids out there, that our "normal" kids are exposed to.
1-31-2011 @ 9:22AM
chckpope said...What? Make-up is bad for kids? Why the hell should Walmart care, they haven't shown an ounce of responsibility in anything else they have ever done. They are like a bad dream that just keeps getting worse, soon they'll be grinding up people in their back rooms and selling them for hamburger and these blind fools will keep buying from them.
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1-31-2011 @ 9:31AM
wndys said...I have 3 girls myself. I discourage any type of makeup until they have a *need* for it. My 16yo only wears concealer when she needs it and maybe a little tinted lip conditioner. My mantra for her is, "if I can see it on you, you done it wrong". Today's society pressures younger and younger girls to dress like they're in their 20's. What ever happened to being a child. It's such a short period in an average life span. What's the hurry to grow up? I also have to bring up the comment on the video the mom made about it being some sort of personal hygiene issue. I'd love to see how many wrinkles your daughter has when she's in her late 20's from rubbing makeup and other products all over her baby skin. It has nothing to do with hygiene and *everything* to do with vanity. Just say no!
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1-31-2011 @ 9:37AM
silverstorm said...I only allowed my daughter wear eye shadow and lip gloss when she was growing up.She is now about to be 18 and she only wears make up for special occasions like prom or huge partys and such. I believe if you teach them early on what make up does and they will be mature enough to make the right choice to wear make up or not. I say its up to the parents to say no or allow them to wear makeup. After all its the parents fault if their child wears too much make up or how they act out and get into trouble.
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1-31-2011 @ 9:34AM
mike said...if it's walmart it's made in china
Reply
1-31-2011 @ 9:41AM
silverstorm said...NOT everything you see at wal-mart is from china mike... besides every store sells things from china not just wal-mart I wish people quit blaming wal-mart for everything when they dont know what they are talking about.
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1-31-2011 @ 9:57AM
Sally said...I may be old school, but we were not allowed to wear makeup until we were 16. That also included shaving, piercing ears, and dating. Girls are growing up way too fast, then you wonder why they get into so much trouble.
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1-31-2011 @ 10:02AM
MeMe said...Girls in this age group have been using/playing with makeup for years! If you don't want your daughter to wear it, THEN DON'T BUY IT! It's not all just face paint...what's wrong with letting these girls start with moisturizers and cleansers. What a great way to get them started...especially considering what they will be going thru once they reach their teens! And don't forget the sunscreen!
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