My daughter turned four in August, but she’s already becoming aware of fashion and brands. She’s visited Club Libby Lu once or twice for lip gloss (more like lip balm). While there, she’s seen the five and six year old girls at princess parties, getting makeovers and their hair done.
For the uninitiated, Club Libby Lu is where tween girls can “unlock their inner princess,” and the company’s mission is “to create special memories by encouraging tween girls to express their imaginations and individuality,” and offer “products and experiences that promote a unique shopping experience that makes every girl feel special.”
A visit to the store feels a little less princess, a little more early childhood glamour school. There’s a bit of a visual disconnect seeing pre-teens in clothes, makeup and hairdos meant for adults.
Libby Lu isn’t alone. They are part of a larger trend called KGOY, “kids getting older younger,” that includes sales of items previously reserved for adults to children.
This quote from Never Too Young for that First Pedicure sums it up well.
Cosmetic companies and retailers increasingly aim their sophisticated products and service packages squarely at 6- to 9-year-olds, who are being transformed into savvy beauty consumers before they’re out of elementary school.*
As a marketer, I know that delivering products and services in response to a market trend make a lot of sense.
But as a dad, I wonder if this trend is encouraging little girls to grow up a little too fast.
So, do you believe Club Libby Lu is a Responsible Marketer, or not?
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