GeoGirl Tween Beauty Line By Walmart

Posted: February 10, 2011 in Brand management

Most of the time I think that I wish I was a small girl. Especially, I feel as if I couldn’t live my childhood to the full when I see the children of today. The new GeoGirl beauty line that targets tween girls with sheer, nature-infused formulas triggers the nostalgia for childhood.

I remember the days in which I began to make up dreadingly. I used to worry about my skin while using cosmetics including artificial ingredients. However, nowadays a new brand is coming to the fore with a line of sheer and nature-based beauty which has a focus on the eco-friendly and always-connected age of today’s Generation Z tween.

This March becomes a turning point for GeoGirl, which is a full line of make-up, skincare and body care. Because it will launch in Walmart stores. Its packaging has an inspiration from the art of texting that every tween has mastered with names like URA* (You Are A Star) Face Shimmer, FYEO (For Your Eyes Only) Feather Lash Mascara, and KOC (Kiss On Cheeks) Cream Blush.

All products have eco-chic packaging made of materials like renewable corn and recyclable paper. They are free of parabens, phthalates, sulfates and petrolatum. Animal ingredients are not used save for cruelty-free honey, lanolin and beeswax. Furthermore, a portion of all sale proceeds will go to the brand’s foundation, GG-Gives, which will donate funds to girl-empowering causes.

After all, Generation Z has grown up with the green movement, and highly values planet-friendly products, recyclable packaging, natural ingredients and charitable giving.

“Ten years ago, we were wondering how to empower girls. But these girls today are already empowered,” says Joel Carden, Executive Vice President of parent company Pacific World Corporation.

“A full 95 percent of these girls believe they can really make a difference in the world. They’ve been raised to be sustainable. They’re encouraging their own parents to be green. And they have different expectations for the products they buy,” Carden tells StyleList.

Most items will retail below $5 each, and come with tips from other girls on how to best apply the products. However, the brand emphasizes that they are not pushing for girls to start wearing makeup at any specific age. “It’s a parent-daughter decision for what age is appropriate to begin wearing makeup. We’re simply providing good quality products for that stage of development, says Carden.

Not only the line doesn’t contain black eyeliner and mascara but also th lip shades are not deep or full coverage. Everything from the TISC (This Is So Cool) Bodymist to the VBS (Very Big Smile) LipGloss was as airy and light as a soufflé.

It seems that the winds have changed because mums will be dying to use their girls’ GeoGirl beauty line products.

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