Walmart’s GeoGirl: Makeup Line Targets Tweens

Walmart’s GeoGirl: Makeup Line Targets Tweens
Arts & Culture

Beauty products aimed at 8 to 12 year-olds are designed to reflect their interest in sustainable living.

Kyana Gordon
  • 26 january 2011

Since when did 8-12 year olds stop playing “dress up” and start wearing makeup? Apparently, Walmart has the inside scoop and has launched GeoGirl, a line of beauty products with your tween daughters in mind. Walmart’s new brand will debut in February and will be replacing Mary-Kate and Ashley’s cosmetics line. The argument that young girls do not need to be wearing lipstick and blush to school is another issue, but don’t worry the beauty line hitting Walmart stores is “mother approved”. And the GeoGirl cosmetic formula is specially made for young, delicate faces and contains all-natural ingredients like antioxidants to prevent aging (unbelievable!), white willow bark, and green tea extracts. In addition, the products will be paraben, phthalate, and sulfate free, while synthetic colors and fragrances will be avoided to discourage skin allergies. Among the 69-item collection is cleanser, mineral blush, feather-lash mascara, face shimmer and body mist.

To promote an-eco friendly attitude in the younger generation, all packaging will be recyclable as the brand aims to encourage a responsible attitude towards the environment. As Carmen Bauza, Walmart Stores Inc.’s vice president and divisional merchandise manager of beauty and personal care explains:

“GeoGirl is about teaching this generation about beauty care in a responsible way. This [line] is a great learning experience for us to determine how to communicate with this generation.”

Are you buying it?


[via Houston Chronicle and WWD]

+Brand Development
+consumer goods
+Design Update
+Environmental / Green

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