Associated Press. (1998, July 18). Makeup makers find young girls pony up big bucks. The Daily Oklahoman, p. 54.

OVERVIEW

Five years ago, only two lines of cosmetics marketed to children and teenagers. Today, there are 25 to 30 such companies gaming for the little ones’ dollars. In 1997, according to the article, "teenage girls spent almost $4.2 billion on makeup…Girls under 12 spent $109 million." Cosmetic companies have quickly learned that there is a vast population of young girls eager to purchase "polishes and potions."

Some businesses encourage young girls to sport make-up at an early age. Cozy Cuts for Kids, a New York City Upper West Side hair salon, hosts "glamour makeup" parties for girls:

Samantha Schiff and her friends got a makeover for her birthday. Pink nail polish. Rose red lipstick. Glittery blue blush. Blue? ‘But I like blue,’ said Samantha, 5, nodding a head full of freshly done curls.

Many of these young girls are already connoisseurs of fashion:

At Cozy’s, Arielle Amzallag, 4, showed off her tiny frosted white nails. ‘They know what they want,’ said Tammy Bloomer as she squinted over the small hand in her palm. ‘Sometimes they come in with their own polish.’

While cosmetic companies originally marketed make-believe, washable, and sometimes edible, make-up for children, real makeup is now produced for these cuddly clientele. Retail trends suggest that "Children and teens represent one-fifth of the cosmetics industry’s total sales."

What do parents think of all this? The mother of the daughter hosting the "glamour makeup" party, "just thought it was a cute idea for an all-girl party." She adds, " ‘I know I like having my nails done.’ " Skeptics wonder if children are being fast forwarded through their youth. Beauty pageants have been especially criticized for urging pre-pubescent glamour. Yet, Betty Mandak, 15-year director of America’s Cover Miss & Cover Boy pageants in New York, New Jersey, and New England, maintains that "There’s nothing wrong with make-believe."

The industry continues to grow:

• In May 1997, Avon and Mattel jointly created Barbie cosmetics—perfumes, shampoos, conditioners, bubble bath, and hand creams. Barbie’s likeness appears on the tiny tubes. From this line, the companies hope to earn $100 million in 1998.
• In 1997, Renaissance Cosmetics ushered " ‘fetish’ " onto the market, a fragrance especially for " ‘confident and fun-seeking’ " girls, ages 12 to 19. The company sought the teen market the year before with Nail Fetish—color press-on nails, nail art, and polish. It also spent $3 million to update and advertise its Tinkerbell line—peel-off nail polish, translucent lipstick, and glitter face paints for 4-to-9-year-olds.
• Brands such as Jane and Hard Candy have realized great success from their bright tinted polishes and $2 lipsticks. By 2000, they expect sales to increase by 8%.
• The 1997 Rand Youth Poll finds that teenagers typically spend $525 annually on cosmetics—$10.10 a week.
• Disney welcomes cosmetic newbies to enjoy "My First Facial" ($59) at their vacation spots. They also offer a Little Girl Cosmetics beauty line.

While Cozy’s enjoys facilitating little girls’ fantasies of being glamourous young ladies, kids are still kids: Their makeovers complete, the girls enjoyed a mini-banquet of chicken nuggets, french fries, and apple juice. One girl grew sleepy and leaned against her mother. Others shrieked and giggled as they took turns riding a toycare and singing along with Barney and Disney videos. ‘Little girls are little girls no matter what,’ said Samantha’s grandmother…‘We can go back to when we were 5, and we played dress-up with the big hats and jewelry and our mommies’ purses.’

QUESTIONS FOR REFLECTION AND DISCUSSION

1. How do you initially respond to this article?
2. Is this trend popular with young girls with whom you interact? How are they affected by this trend? How are young boys affected? How are parents and other authority figures affected by this trend?
3. Explain how wearing make-up at a young age is harmless or harmful.
4. Is there a difference between this trend and the decades-old practice of girls donning their mother’s and grandmother’s fancy clothes? Explain.
5. How is this just make-believe? Do you think there are long-term effects from learning to use make-up at an early age? What might those long-term effects be?
6. Are critics justified by their concerns? Why or why not?

IMPLICATIONS

1. This trend is significant to follow. In a day when so many young women strive for and struggle with outward perfection, the desire to "make-up" at an early age may prematurely usher in and heighten the struggles toward elusive perfection.
2. Children don’t know what is best for them. Parents need to seriously consider what practices are in their children’s best interests.
3. Inner beauty should be nurtured as much as—if not more than—outer beauty. The heart is what counts.
4. Girlish play can be fun, harmless, and healthy. It is important to find a balance.