Walmart is launching a new all natural anti-aging cosmetic line and much to the dismay of many it is aimed at the “tween” market of 8-12 year olds. The new “GeoGirl beauty produce line includes blushers, mascara, face shimmer, eye shadows, lipsticks and even an exfoliator. The line will not be the first cosmetic product marketed for adolescents and has been developed to replace Mary Kat and Ashley’s Cosmetic line which was removed from Walmart shelves after being discontinued.
GeoGirls is slated to hit Walmart stores countrywide by February 21st. The prices will range from $3.99 to $5.99 and will include a “how to” instructional video. The products are all titled using acronyms like SWAK (sealed with a kiss) a lip treatment or T2G (time to go) a cleanser.
There has been outrage about the launch of the new line, which is interested considering this is not the first cosmetic line aimed at tiny-boppers. Currently, Walmart offers make-up for kids from brands like Disney Princesses, Lotta Luv, FAB Beauty and Lip Smackers amongst others.
"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' explained on ‘Good Morning America’. Are we encouraging our children to be vain and placing too much importance on outer appearances? Should we be spending that money on a book and towards violin lessons? Yes, I am making reference to the infamous Amy “Tiger Mom” Chua who said that she is “shocked and horrified by…how much time Westerners allow their kids to waste…and in some ways, how poorly they prepare them for the future.”
Again, what values are we instilling in our children by teaching them consumerism and vanity before puberty? Walmart is heavy marketing to this group of consumers, which is estimated to be worth 2 billion dollars of buying power. I guess the almighty dollar is more important than the values we are inculcating our future. In addition, does wearing make-up at the tender age of eight advocate premature sexuality in young adults? I think its time we take look at our morals under a microscope and be more cognitive of what we validate to the impressionable.