Usually I have a conclusion to these writings but this time I'm afraid it's some observations with no resolution,and more than just a touch of concern.A recent Mintel report recommended brands install make-up vending machines into schools,such is the success of selling cosmetics to girls between 11 and 14.This goes hand in hand with the success of a new breed of ultra-savvy,ultra-brand-aware teen magazines including Cosmo Girl,Bliss and Elk Girl.Well,I'm writing this in September and as a proud Father of two naturally beautiful girls going back to school,aged six and 11,this idea filled me with horror,but as a designer it set me thinking.At what age can kids be legitimately designed for and marketed to?Is it right for ten year old girls to be wearing the free mascara on the cover of Bliss?What would I do if Estee Lauder approached Pearlfisher with the task of designing packaging for a new range of pre-teen make-up?
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