I guess you can never start too young with body image issues. Wal-Mart is planning to unveil a line of makeup called "Geo-Girl," which is aimed at young girls 8 to 12 years old. Along with the usual mascara and blush products, the line will also include anti-aging formulas.
According to the marketing team behind the line the formulas are designed for 'young skin' and contain natural ingredients like white willow bark, chamomile, lavender and calendula, as well as anti-oxidants which are said to prevent aging.
Joel Carden, executive vice president of Pacific World, the brand's manufacturer, says the line is designed for young children who want to use 'real cosmetics, but with natural ingredients.'
All 69 products in the range will be paraben, phthalates and sulfate free, a strategy that is designed to attract parents worried about the excess chemicals in make-up.
Synthetic colours and fragrances are also avoided to reduce the risk of skin allergies.
To keep the young eco-minded generation happy, packaging will be recyclable, says Bauza.
The range will be on the shelves from February 21 and has been developed to replace the Mary-Kate and Ashley cosmetics range which was previously sold through the store.
Walmart says the targetted sector has an estimated 2 billion dollars buying power.
While Wal-mart definitely gets points for using synthetic ingredients and recyclable packaging, I don't know if it's a good idea to sell anti-aging products to young girls. After all they've barely begun grown up, let alone grown old. Of course most little girls (and some boys--although I was more of a high heels and church wigs gal myself. But I digress:) love to play with mama's makeup, so the line will definitely sell. But I think Wal-Mart should think twice before instilling the fear of lines and wrinkles in tweens.