Home Beauty & Wellness GeoGirl, Wal-Mart’s New Beauty Brand Targeted at Tweens

GeoGirl, Wal-Mart’s New Beauty Brand Targeted at Tweens


Wal-Mart has zeroed in on two of the hottest topics of discussion among the Tweens – green living and technology. Its new beauty brand, GeoGirl is meant for eight to 10 year olds and contains natural ingredients, including white willow bark to exfoliate; chamomile, lavender and calendula to calm, and the antioxidants pomegranate and green tea. The formule is free of parabens, phthalates, sulfates, synthetic colours and fragrances and other harsh ingredients. The products, housed in recyclable packaging, also are dermatologist and ophthalmologist tested. “GeoGirl is about teaching this generation about beauty care in a responsible way,” said Carmen Bauza, Wal-Mart Stores Inc.’s vice president and divisional merchandise manager of beauty and personal care. There’s a philanthropic component as well, gg-Gives, which will donate a portion of net profits to a charity chosen by GeoGirl’s young customers. The product, GeoGirl, will sell exclusively at Wal-Mart for at least one year, said Pacific World executives.
Source: http://www.wwd.com/