'Laugh lines start at 6': Skincare brand's stunt highlights major issue

A product called Lil’ Retinol has recently gone viral - because it's aimed at children from age six.

In an ad for the product, the brand used the slogan “laugh lines start at 6.”

The product was promoted on a website, and social media.

And although it looked legitimate, it wasn't a real product; what was actually being sold was a strong message about the growing trend of normalising dubious, unnecessary products for use by kids.

Frida, an established mother and baby beauty brand, recently launched its personal care line for kids that features 32 age-appropriate body, hair, and oral care products.

They also took out full-page New York Times ad explaining the motive behind the Lil' Retinol hoax; and also posted their statement on their Instagram.

 

 

 

 

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A post shared by Frida (@frida)

"We have a lot to say about a growing problem. So we put our take in the @nytimes.

“We’ve got bigger issues than crow’s feet in kindergarten.

"Somewhere along the way, we got used to kids being sold increasingly grown-up ideas about beauty and personal care.

"10-step GRWM routines before hygiene. Anti-aging before adolescence. Aesthetic before essentials.

"Kids are worrying about their skin before learning how to take care of it. Meanwhile, parents are still trying to teach them the basics. Truth is, 60% of parents say basic hygiene is one of their biggest daily battles.

"Kids don’t need solutions for someday. They need better basics for right now. Kid-friendly formulas. Age-appropriate ingredients. Stuff made for growing skin, not grown-up skin.

"So we’re going back to basics. With better ones.”

 

 

 

 

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A post shared by Carly Cardellino (@carlycardellino)

'Laugh lines start at 6': Lil' Retinol stunt highlights major issue

A beauty influencer also shared her take on Li'l Retinol.

“Kids don't even know how to brush their teeth yet,” said Carly Cardelino, a former Cosmopolitan magazine beauty editor.

"They see celebrities or creators they see what they're using and then want to use that product.

“It's crazy people thought this was real.”

She added in her caption:

"While Lil’ Retinol isn’t real (thank goodness!), the fact that kids are being introduced to increasingly grown-up beauty routines at younger and younger ages *is*.

“Instead, let’s help them master the basics with products made for them, like the new ones from @frida.”

Of course, this is all in the name of Frida's new product line, but there's also a very relevant message about trends for children.