Walking through a suburban mall recently, I passed a new store, the Sweet & Sassy salon and spa, which caters specifically to the whims of tween girls. All pink and purple and sparkle, the salon offers girls the full grown-up experience, right down to blow-outs and up-dos. In the spa, they can get mani-pedis and a “sheer and glittery†makeup application, and there’s a Sassy Shoppe complete with boas, frilly tops and skirts, and sequins. And of course there are party packages available, complete with a hot pink limo, so girls can be a diva for a day and get the full red carpet treatment.
It’s no surprise the franchise has grown rapidly in its short existence — tween girls have been invading adult spas for a few years now. They come in for mother-daughter days, as well as for parties with friends. Now they have a salon that gets them. I’ve seen many a tween girl struggle to pick out her polish color at grown-up salons, staring at a sea of dark burgundies and plain pinks when she really wants neon or iridescent sparkle.
The tween years are tough, and girls in particular feel rushed to grow up and look like the celebrities they admire. But as Britney put it, you’re not a girl, not yet a woman. They try to act older, dress older, and look older, but they meet with a lot of resistance and mixed messages along the way. Wearing sexy clothes, heels, and strong makeup isn’t allowed, but a grown up salon experience that leaves them looking like a beauty pageant contestant is okay, if only for a day.
One reason for the shift is the changing nature of family relationships. Kids are full-fledged members from an early age, being given a say in family decisions and bearing some responsibility. Considering this parent-child relationship, it makes sense that a mom would take her young daughter to a spa to show her the ropes at an early age. But remembering that a kid is a kid, the mom doesn’t want her daughter to take growing up too far too fast.
Salons and spas like Sweet & Sassy are a compromise. They give tween girls the semblance of a grown up experience in a playful environment. They can dress up and be princesses for a day, but once they change back into their regular clothes and wash off the glitter, they can go right back to being students and soccer players and school band members. After all, a major part of growing up for tweens is the opportunity to try on a few personas and styles to find themselves, hopefully with the guidance of the parents and with the support of their friends.
