Bliss, Sugar, Cosmo girl, Elle girl, the list goes on … The power of such marketing is highlighted today by a survey which shows that most seven- to 10-year-olds are using makeup.
The survey showed that by the age of 14, around nine out of 10 girls apply some type of eyeliner, mascara or lipstick. The number of those in the 11-14 age group who report using lipstick or lip gloss on a daily basis has more than doubled intwo years.
Mintel, one of the UK’s leading consumer research organisations, which carried out the survey, draws the controversial conclusion from its results that cosmetic companies could go much further in their drive to entice young girls to buy their products. Firms should place vending machines for their products in schools and cinemas to target teenage consumers, Mintel says.
What hath Barbie wrought?