The trend of preschoolers teaching makeup online

ChinaBeauty bloggers in kindergarten age appear more and more, causing parents to worry that this trend may distort children’s cognitive development.

“Now I’m going to wear sexy pink makeup because I just turned 5 years old. Every pretty girl should use eyeshadow. This is my 8th set,” a child beauty blogger said in the video.

The girl, wearing an off-the-shoulder outfit, with curly hair, is teaching other girls how to apply foundation and eyeliner. In front of the screen, her eyes widened and then blinked as if to prove effective, her mouth introduced the products she was using and persuaded viewers to buy them.

A girl plays a live stream during the “3 Minute TV” makeup lesson in Beijing, February 15, 2017. Photo: Reuters.

Recently, videos titled “smallest beauty blogger on social media”, “underage makeup and dressing”, “learn to do makeup with cute baby” have appeared on several platforms. Chinese social network. There are videos, girls wearing makeup and saying words only adults can mention like “green tea” or “fresh meat”…

The Chinese call child beauty bloggers a “deviation phenomenon” in the age of online sales. These are kids who teach makeup, try products, live broadcast, and sell. Many parents said it was a sale “using a child’s face to speak to an adult”.

In the past, children’s makeup products were not popular in China. They are designed and manufactured in limited quantities, for short-term use on special occasions or musical performances. Children’s makeup is also done by adults.

However, in this age of popular beauty, many children in China already have their own makeup kit, such as lipstick, eyeshadow, blush and nail polish…

In videos commonly seen on social networks, child bloggers are taken advantage of to the fullest extent. They skillfully apply cosmetics on their faces, demonstrating their sales skills by saying “Preschoolers are using it too. Tell me to buy it for you”. Through the words of these children, makeup products seem to have become “necessities”.

Although young bloggers attract attention and are favored as “popular internet rookies”, they are actually just “tools” of cosmetic companies. These kids can’t shoot and edit videos themselves, so the camera operator is naturally an adult. To attract visitors, some parents even let their children do makeup, dye their hair like adults… to soon become famous or be noticed by brands.

A girl is advertising children's cosmetics on a social platform in China.  Photo: kks

A girl is advertising children’s cosmetics on a social platform in China. Photo: kks

According to Xinhua News Agency, the development of the children’s beauty industry in recent years in China is the main reason why child beauty bloggers appear “like mushrooms after the rain”. Some for-profit businesses do not stop marketing children’s makeup as “safe and non-toxic” in order to make money at all costs.

If you search for “baby cosmetics” on e-commerce platforms, now not only are there all kinds of categories, but the business is also very active. According to data released by Kaola, an import retailer, sales of children’s makeup in China in 2020 increased by 300% compared to the same period last year.

Child bloggers are now very popular with preschoolers. Many parents shared that their daughter, still in kindergarten, asked to buy cosmetics like the bloggers they often see online. Some children have used lipstick, eyeshadow, some even want to imitate and shoot similar videos to look like “celebrity”.

Many parents have expressed concern about adult content being conveyed by 4-5 year old girls and possibly being imitated by other children.

China’s Advertising Law stipulates that children under the age of 10 cannot act as product spokespersons. “Businesses that let young bloggers endorse beauty products are being questioned,” said a Beijing-based lawyer.

Sun Tuyet Mai, founder of the organization Protecting Girls in Beijing, cosmetics advertised for children actually contain many chemicals that are harmful to the skin as well as health. “For profits, companies ignore many consequences, it is the customer who has to bear the brunt,” said Ms. Ton.

According to this founder, buying and using cosmetics at an early age, especially at preschool age, will distort children’s perceptions, causing them to grow up to be people who overvalue their appearance. It is also one of the harmful effects, affecting children physically and mentally.

Ms. Ton did not object to children becoming bloggers if they liked it, but noted that at primary school age, during an important period of intellectual development, if it takes a lot of time and energy to spend on beauty, it will affect the learning as well as the all-round development of children.

“Cosmetic companies can make big money, but child beauty bloggers will form unhealthy views early on, being dominated by beauty and money from an early age. This will affect children’s future,” he said.

Vy Trang (Follow xinhuanet, ifeng)


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