Buy A Barbie…And Some Blush
Posted by anastasia on 06-13-2007
My mom wouldn't let me wear makeup until I was in seventh grade — and then boy did I wear it. Heavy orange base with a nice visible line right at my jawbone. Loads of eyeliner, some blue eyeshadow and lots of lip gloss. Combined with my short jean miniskirt and pink cashmere sweater, I must have looked like a middle school version of Julia Roberts in "Pretty Woman." Ok, maybe not that extreme, but it took someone telling me they could see my base line, to realize I needed help.
In some ways that time makes me sad — yes, it was that big transition from girlhood to womanhood of which wearing make up was a part. But it was also playing dumb to attract boys, giving up hobbies I used to love because they became uncool, and suddenly becoming self conscious about my gender and reforming myself under the male gaze to be accepted, and even more importantly, wanted. Did buying a Cover Girl base cause all of those feelings? Of course not, it's more complex than that. But there is something very troubling to me about Barbie and Bonnie Bell marketing cosmetics to young girls. From this story in the MediaPost (reg. required):
The new cosmetics line is expected to launch in 2008, and while the company is describing it only as "girl savvy," it will reportedly be aimed at girls ages 6 to 9.
"The Barbie and Bonne Bell partnership will bring girls a fun, feminine and unique beauty experience, leveraging the unparalleled popularity of two globally loved brands," the company says in its announcement.
and of course:
Bratz, through a licensing agreement with Markwins International and Added Extras, already sells cosmetics to this age group.
I get that little girls want to play dress up and wear make up like mom…or Britney Spears. But part of wearing make up is covering yourself up, erasing blemishes, fixing flaws. It's about looking better because you don't look good enough au natural. I wear make up now. I have known some really talented make up artists and see the creativity and fun in makeup. I just worry that marketing make up to little girls somehow sends the message they shouldn't feel comfortable in their own skin.
What do you think?
June 14th, 2007 at 6:35 am
I completely see your point that it may be sending the wrong message. But isn't Bonne Bell already marketed to little girls–at least their younger stuff, like LipSmackers? I'm curious to see what types of make-up they end up producing for 6-9 year olds with the partnership.Lipgloss–like LipSmackers–and nailpolish seem like a natural fit, but others I think you would sense the "growing up too fast" nudge.
June 14th, 2007 at 9:09 am
I think (hope!) the "covering up" aspect of make-up doesn't come into play until later. My 6 year old loves to have me put blush on her cheeks (even though I put so little that you can barely see it). And she's been to birthday parties where they do dress-up that includes some make-up. I think at this age, it's about feeling like a big girl, or pretending to be a princess. I don't know at what age it changes to "my face isn't good enough so I need to make it look better." And I hope that's not the angle those marketers will be taking.
June 14th, 2007 at 9:13 pm
Actually, by playing with a five year old who likes to put on make up, what I discovered is that it is not about making yourself pretty or covering up, they look upon it as another, more interesting, and tactile canvas on which to paint.