Kham Pha
According to the Washington Post, the 7 -year -old Yang Hye Ji girl suddenly changed her habit every morning.Before going to school, in addition to preparing all school supplies, wearing a well -groomed uniform, Yang Hye Ji also spent half an hour for makeup.
"Makeup makes me more beautiful," the 7 -year -old girl shared in the second time to the beauty spa shop for Shushu & Sassy children in Seoul, South Korea.
Yang Hye Ji chooses a pink jacket, lovely rabbit headband.The face is covered with foundation and chalk.Tat Nien, Yang Hye Ji did not forget to apply pink lipstick to make lips fresh.
Cosmetic brands are researching "safer" products for children.Photo: Washington Post.
The trend of booming
K-Beauty, Korean cosmetic industry, is on the rise and is a potential industry in Asia, even becoming a global phenomenon.However, it is the standards of beauty that is greatly pressure for Korean women.
The trend of beauty increasingly affects young girls, making this country one of the largest plastic surgery centers in the world.Korean women will look to cosmetic surgery centers as soon as they are adolescence.Parents encourage their children to be aesthetic if their appearance is not satisfactory.
In 2016, surveys from Sungshin University in Seoul with 288 female students at an elementary school showed that 42% of their makeup went to school, this rate continued to increase.In 2018, the rate has reached 70%.
Some mothers are also proud to see girls like beauty."I want my daughter to grow up to the gender and psychology of a girl," said Kwon Ji Hyun (36 years old).
At the Pripara cafe on the outskirts of Seoul, girls from 4 to 9 years old chose their favorite cartoon characters, enjoying facial care and light makeup.In addition, children can play shopping games in supermarkets, make fashion models, pretend to be singers singing in the studio or practice dancing in the studio.
"Girls who love the heroic female cartoon characters from head to toe. When the children makeup and dressed like cartoon characters, the children have defined the success of a woman's success.Tightly associated with beauty, ”Yoon-kim Ji-yeong, a professor at the Human and Cultural Research Institute of Konkuk University in Seoul, commented.
In the Korean media, there are many cosmetic ads that are aimed at customers who are girls.“I look at my mother and I follow my mother.I am growing up day by day ”, a cosmetic ad for girls sharing the reason for makeup every day.
On the youtube social networking site, the 7 -year -old girl clip instructed makeup with the title "I want to makeup like mother" and reach 4.3 million views.In addition, videos sharing makeup tips or instructing children to choose safe cosmetics are also interested in monitoring.
Beauty expert at Mintel, Mr. Lee Hwa Jun, said: "Cosmetic companies in Korea are interested in children as potential consumers."
Shushu is a pioneer cosmetic company in reaching the group of children's customers.Since 2013, this company has 19 stores nationwide, specializing in providing beauty products for children.They advertise that is nail polish soluble in water, non -toxic pen can be eaten.This brand has been present in Singapore, Thailand.In Korea, it is not difficult to see a skincare product with the slogan: "I'm not a baby."
Many spas and beauty salons for girls from 4 years old to 10 years old mushrooms are priced from 25 USD to 35 USD/hour.Children experience enough services from foot massage, face, nails and makeup are no different from adult women.
"The motto of our beauty spas is that children can connect with their mothers when playing with them," said Grace Kim, a manager at Shushu Cosmetics."Our products are also very safe for pregnant women."
Controversial about core values in society?
It is worth mentioning that the beauty industry in Korea is exploiting the smaller customers who have sparked controversy about the core social values such as: society should attach importance to appearance to the extent thatany?Does the message about the importance of beauty make young girls abandon other aspirations?And should he put more pressure on the children who are too tired of studying and examinations?
Do not support the beauty viewpoint for girls, freelance makeup artists Seo Ram Ram announced to refuse all makeup requirements for young customers.“I see everything is turned upside down in a strange way when children no longer need toys but love cosmetics.Stop using children for advertising campaigns, stop working for children to appear with the last red lipstick, curly hair and make-up face too dark, ”Seo Ram Ram shared on his personal page.
Companies in the entertainment industry and cosmetic industry are gaining profits from turning women into an item.This is a potential market but it is clear that making a risky money.There are no proofs that children are absolutely safe for cosmetics, they cause negative negative effects rather than the spiritual development of children.
“It is bad that society focuses on appearance.The pressure of prolonged lessons plus beautiful pressure will destroy the child's childhood, ”Washington Post commented.
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