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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 2 of 2)
1-31-2011 @ 11:13AM
Eileen said...I think a girl at that age, it is more important to teachthem proper hygiene then how to put on makeup. My daughter did very well without makeup and now at 36 wears very little makeup. What is wrong with the natural look? We discussed this in front of my grandson who is 10 and his reaction was negative, so why make these LITTLE girls grow up so fast?
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3-08-2011 @ 1:16AM
Ashley said...Have any of you who are against GeoGirl, actually seen their products? Cause, if you had, you would see that GeoGirl is not as slutty as you may think, or believe. Smackers and Bonnie Belle are two big cosmetic co. that are geared to tween and nobody gets up in arm over them why then GeoGirl? Geo Girl is no different than handing your daughter a tube of Burt's Bees lip balm. Every one of their products are so SUPER sheer, it would take 10 coats of their "lipstick" to show up on their lips. Though I think Geo Girl is a wonderful line of safe and good-for-your-skin products, I most hardly agree that 8-12 yr. olds should NOT be waring makeup, AT ALL! Though, it should be the parents who make the decisions what is right and what is wrong, I don't think Wal-Mart made a wise decision to market this to a younger age group like this. 13 & up is much more appropriate, in my opinion. When your daughter, at 13 yrs. old gets her first zit (I got one when I as just 12),and she feels like the giant white elephant in the room (like we all do at least once in our lives)and she wants it to be gone, RIGHT NOW, you probably wouldn't think putting a dab of of concealer on it, constitutes her turning into a mini-hooker, all made-up. And when given the choice, would you rather put some Covergirl or even Revlon brand, concealer on her tender face that has mica in it (which will tear and irritate the skin) or put a safe and all natural concealer that will benefit her skin with vitamins? And, if you look at GeoGirl's packaging, it does not by any means, have that "Hannah Montana" slutty air about it the way Smackers does. Geo Girl boasts cardboard and small sketches of birds, that give the line a natural and simple look, that reflects on the product.
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