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To market for something is to present that something to its right audience. We all know that we market to persuade. And at its best, marketing introduces useful products and builds connections that are meaningful to someone’s values and life. However, when things start getting “too effective,” along with young audiences, things begin to blur ethical lines. A growing concern is now on everyone’s mind about how beauty brands are successfully targeting tweens and even children as young as 10 and encouraging them to adopt skincare routines that people normally make and design for adults. Psychological risks? Check. Physical risk? Most probably. It seems harmless, but when you start convincing a child that they need an anti-aging cream, this is when the circus enters town.
The Rise of “Cosmeticorexia”
Because trends are becoming of a great influence, children are becoming obsessively focused on adult things like skincare routines, GRWM vlogs, and more. They’re now often using products that are packed with anti-aging ingredients in order to mimic adults as per their fascination. This phenomenon, sometimes referred to as “cosmeticorexia,” is one that reflects more than just curiousity. It shows a deeper issue that is fueled by marketing-made narratives. Ones that equate beauty with necessity. Young minds are now still forming their self-image. That is why they should never be taught that aging is something they should fear before they even understand what it truly is.
The Power of Peer Influence
A concerning ad strategy that is effective yet very commonly used would be how strategists use young influencers to market to their peers. Because when a child sees someone who is their age promoting serums and masks or eye patches, they may feel that this certain product getting marketed is one that is relatable or trustworthy. However, brands don’t show many of these promotions as ads. And with such lack of transparency, things get difficult for young viewers to distinguish between genuine recommendations and paid promotions. This creates a cycle or influence that feels organic but is strategically made to be sold out.
Fun Packaging, Serious Consequences
Whether it is all about imitating adults or about cute flashy packaging with vibrant colors that attracts children, it is all about the creation of product packaging that is irresistible for kids. One that appeals to younger audiences. However, beneath the surface, many of these products could contain active ingredients that can irritate or damage sensitive and developing skin. The negligence of marketing for something that may contain harm would do nothing but amplify the risk. This leaves parents and children unaware of the potential harm.
Crossing the Ethical Line
At what point does clever marketing become manipulation? Targeting children with products they do not need and that may even harm them raises serious ethical questions. Yes, brands could actually argue how they have the intention to only meet the current market demand but the reality is that they’re the ones shaping it actively. You cross the line when you find that your influence is overriding your responsibility.
Rethinking Responsibility in Marketing
In modern marketing, success lies in the precision of ethical work and the reach. However, with that kind of power, you have to be accountable. This piece aims to implore brands, platforms, and regulators to work together towards ensuring that marketing practices should protect young audiences rather than exploiting them. Because when success comes at the cost of a child’s well-being, we no longer call it success, but we do call it failure of carrying responsibility.
