Uh Oh. Wal-Mart’s New Tween-Themed Beauty Line Looks Pretty Cute.

January 17, 2011 • Beauty

GeoGirl's GR8 (Great) Lipshine.

So do you think you HAVE to be between the ages of 8-12 to try Wal-Mart's new tween-themed beauty line? Because we're kind of getting excited about GeoGirl, the retailer's attempt to reach out to the difficult-to-woo Generation Z. As the demographic who's been tethered to technology for the entirety of their lives, Wal-Mart knew they had to appeal to the youth's strengths: namely, texting. So every product in the cute and perky line carries a text-lingo title that's easy to remember and pass along to your friends, such as a lip balm with SPF 15 is called J4G (Just 4 Grins), a cleanser is called T2G (Time to Go) and QTPi (Cutie Pie) Mineral Blush.

This [line] is a great learning experience for us to determine how to communicate with this generation.” said Carmen Bauza, Wal-Mart Stores Inc.’s vice president and divisional merchandise manager of beauty and personal care, who said her niece — along with a group of similarly ages girls — provided feedback on the range.

FYEO (For Your Eyes Only) Feather Lash Mascara (we're loving the blue!)

The line is also an opportunity for the retail chain to promote responsible, green living by using natural, paraben and sulfate-free ingredients and recyclable packaging. “GeoGirl is about teaching this generation about beauty care in a responsible way,” Bauza said adding that there is a philanthropic element as well. gg-Gives, which will donate a portion of net profits to a charity chosen by GeoGirl’s young customers. 

KOC (Kiss On Cheeks) Cream Blush

The products launch on February 21 in stores and on geogirl.com, although girls cannot purchase products directly from geogirl.com, but they can place their favorite items in a virtual makeup drawer that can be e-mailed to parents. And the site will link to walmart.com. And for the skeptical parent, GeoGirl is even being marketed as “mother-approved makeup”, which looks bright and colorful in the package, but appears sheer on the skin.

Prices range from the wallet-friendly Wal-Mart budget of $3.99 for a Liquid2Powder Shadow to the $5.99 Body Mist, so you'll be more than able to scoop up every new GeoGirl product for your, um, niece to try.

-Alia Rajput

Article and Photo Source: WWD

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