On February 21st, Walmart is launching a new line of cosmetic products for 8-12-year-olds, which gave rise to a passionate debate on the Internet. Geo Girl trade mark is owned by California-based beauty products manufacturer Pacific World Corporation and will soon replace the products from Mary-Kate and Ashley, which have been experiencing loss of popularity among Walmart shoppers recently.
According to the manufacturer, all the products of the range are produced using only natural components such as white willow bark, chamomile, lavender, calendula as well as antioxiodants.
Image: www.geogirl.com
By outlining this, the producer tends to win the approval of the mothers of prospective customers. Detailed explanation of the marketing strategy is published at the dedicated product website at www.geogirl.com and perfectly reveals that by offering GeoGirl products, Pacific World appeals to parents as final decision-makers rather than the kid.
«We believe that now is a great time to set good beauty habits, to teach young girls the do’s and don’t’s so they learn how to do it right—right from the start. We show her how to give her appearance a healthy, natural outer glow that is appropriate for her age, her complexion, her level of maturity. So she doesn’t come to class looking like a clown.»
«But we also remind her that true beauty comes from within. So geoGiRL helps give her an inner glow by empowering her to give back and make a difference in the world around her.»
Among other 69 products of the line, the newly-introduced brand will offer cleanser, mineral blush, shadow, feather-lash mascara, face shimmer and body mist. Interestingly, the targeting is clearly expressed in the naming strategy picked for GeoGirl products—abbreviations that are widely used by modern-day kids in written communication over the Internet. So, an SPF-containing lip balm is called J4G (Just 4 Grins), a cleanser is called T2G (Time to Go)—and the title of Mineral Blush us CTP (Cutie Pie).The good news is the products will be really affordable, since according to www.blog.beautylish.com, «prices range from the $3.99 iCU (I See You) Liquid2Powder Shadow to the $5.99 TiSC (This Is So Cool) Body Mist».
Moreover, Geo-Girl stresses that all the products of the brand are designed based on the sustainable technologies, ingredients and packaging materials and wants to establish itself as an environmentally-responsible brand.
www.make-up.becomegorgeous.com reports that Carmen Bauza, who holds the position of vice president and divisional merchandise manager of beauty and personal care at Wamart Stores Inc. said: “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.”
Image: www.blog.beautylish.com
Image: www.blog.beautylish.com
Image: www.blog.beautylish.com