Walmart to Launch Tween Targeted Private Brand – GeoGirl

Walmart is going after the tween (ages 8-12) market with the new Private Brand GeoGirl beauty line. As a father I can assure that 8-year-olds do not need lipstick, but my daughters would argue the point and this line will offer colorful cosmetics and “mother approved” makeup products.

The GeoGirl cosmetic formula is specially made for young, delicate faces and contains all-natural ingredients like antioxidants to prevent aging (really?), white willow bark, and green tea extracts. In addition, the products will be paraben, phthalate, and sulfate free, while synthetic colors and fragrances will be avoided to discourage skin allergies. Among the 69-item collection is cleanser, mineral blush, feather-lash mascara, face shimmer and body mist.

To promote an-eco friendly attitude in the pre teen set, all packaging will be recyclable as the brand aims to encourage a responsible attitude towards the environment. As Carmen Bauza, Walmart’s vice president and divisional merchandise manager of beauty and personal care explains:

“GeoGirl is about teaching this generation about beauty care in a responsible way. This [line] is a great learning experience for us to determine how to communicate with this generation.”

The new brand, which will replace the space vacated by Mary-Kate and Ashley Olsen cosmetics in Walmart, is set to debut next month in stores and at geogirl.com.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.