Learn "pure lust peach makeup" with a 5-year-old girl——
It's time for the trend of children's beauty bloggers to "flash"
Some reliable beauty bloggers who teach makeup, experience on behalf of, and prevent stepping on pits are the hearts of many beauty lovers, and they are also favored by many beauty brands.
However, this beauty wind blows to the child prematurely.
A group of children's "net celebrities" with gimmicks such as "the smallest beauty blogger on the entire network" and "learning makeup with cute babies" have appeared on social media platforms.
It is worth noting that the adults behind are making a lot of money, but the minors who perform and watch may get lost in the three views because of early exposure to the world of materialism.
In addition, experts pointed out that guiding children to endorsement of beauty products and shooting and uploading videos are suspected of being illegal.
Immature face
Adult appearance
Everyone has the love of beauty, but when her 6-year-old daughter asked for "want a beauty suit and elegant mature lady's makeup", Ms. Qin, a resident of Taiyuan City, Shanxi was surprised.
After some inquiries, Ms. Qin found that in kindergartens, bloggers of children's beauty makeup are quite popular.
Children rush to buy beauty products recommended by children’s “net celebrities”, play with lipsticks, eye shadows, etc., and some are keen to imitate and shoot “beautiful” makeup videos.
The reporter searched and found that on social media platforms such as Xiaohongshu, Station B, Haokan Video, and Kuaishou, there are not a few pictures and texts of children’s makeup. Interspersed and published in the main homepage.
"Just after my 5th birthday, put on a pure peach makeup" "Exquisite girls should use it, I have used 8 bottles"... In the short video, a child wearing a strapless outfit against the background of sweet music" "Internet celebrities" roll out mature hairstyles, apply layers of foundation and eye shadow skillfully, wink at the camera, introduce cosmetics in a crisp baby voice, and guide netizens to buy, just like an adult who is in and out of social situations.
"Merchants and platforms ignore value orientation for economic benefits." Liu Ting, who was a kindergarten teacher in Yuncheng City, Shanxi Province, said that wanting to be beautiful and wanting to be liked by many people is the commonality of children. Merchants and platforms take advantage of this to promote the United States. The trend of wearing makeup has become popular among children.
"Behind the popularity of children's beauty bloggers is the rapid development of the children's cosmetics industry in recent years." said Liu Zhong, executive deputy secretary-general of the Guangdong Cosmetics Society and professor of the School of Life Science and Technology of Jinan University.
According to data released by e-commerce platforms, domestic children's makeup sales in 2020 have increased by 300% year-on-year.
"Post-85s" mothers have become the main force in proactively buying cosmetics for their children.
The reporter searched for "children's cosmetics" on the e-commerce platform and found that there are a wide range of products, including lipstick, blush, eye shadow, etc., and the store is very active.
Live e-commerce practitioner Huang Xiaoshu (pseudonym) pointed out that fast-growing children's beauty companies have strong advertising needs. A blogger with 100,000 followers on Xiaohongshu can earn thousands of yuan for every single advertisement. , It can be said that the profit is considerable.
Let the child make up prematurely
Being a blogger is really a "pit" baby
For some parents, shooting short videos for their children, uploading and publishing in a small range, can record life and exercise their children's spoken expressions.
However, many people in the industry said that most of the children’s beauty bloggers are actually planning and producing content by adults and giving them to children’s “net celebrities” for performances. With the purpose of “attracting eyes”, they obtain traffic to advertise for businesses, and then earn money. Interests, there are very few bloggers who purely record life.
The creation of personal settings and the creation of children's beauty bloggers not only "pit" their own children, but also "pit" other children.
Children are easily addicted to it, which breeds comparison psychology.
Some parents have observed that in order to promote products, children’s beauty bloggers often say "Kindergarten children are using them" and "Let my mother buy it for you", which has an obvious motivational effect on children. "As soon as I hear it, turn my face and let me buy products ", or compare it to your classmates.
The actions of putting on makeup and shooting videos will leave marks in children's minds.
A netizen left a message: “I love to imitate too much. I often see girls secretly putting on makeup in front of their mobile phones and talking about what beauty bloggers often say.”
Zhao Zhanzhu, deputy director of Beijing Zhilin Law Firm, believes that there are many subdivisions in the beauty industry, and if you focus your attention on them, it will consume a lot of energy and encroach on children's learning, outdoor activities and other time.
In addition, social media has a certain addictive design. Children who come into contact with beauty makeup and “net celebrities” too early are easy to indulge in them, which can also cause peers to imitate and trigger comparisons.
The use of cosmetics is younger and more generalized, and unqualified children's make-up products are prevalent.
Several interviewed experts pointed out that the current use of children's makeup has a tendency to generalize.
Ding Hui, chief physician of the Department of Dermatology and Beauty of the First Affiliated Hospital of Guangzhou University of Traditional Chinese Medicine, said that children’s makeup products are not popular products. At present, the publicity of children's beauty bloggers and others does not explain this point, but just recommend buying.
In addition, there are many chaos in the children's cosmetics market, and if parents do not have the ability to distinguish, it is easy to buy substandard products.
Make-up researcher and beauty blogger Wang Fang observed that many so-called children’s make-ups on the market claim to be specially developed and designed for children and are non-toxic and harmless. In fact, the products are packaged as children’s toys for sale; some manufacturers are sending for inspection. , Only display "cosmetics" when filing, delete "children" and other words to avoid strict inspection of cosmetics by relevant departments.
"Make-up contains a lot of synthetic pigments and powder ingredients, and there are many antiseptic ingredients in oil paint. Qualified children's make-up products will burden children's skin, and unqualified make-up products may also cause damage to children's respiratory systems. "Ding Hui said.
Part of the video content conveys soft pornographic information and facial anxiety.
The reporter observed that the content such as "scheming" and "green tea" written by some children's beauty bloggers showed an adult trend, and even contained soft pornographic words such as "pure desire" and "cut male".
"These contents are spoken by children and seen by children again, and the impact is too bad." Ms. Qin said.
"Prematurely exposing children to make-up will not allow them to establish a correct understanding of'beauty'. Some children's aesthetics will become very single, and they will also make them ignore the pursuit of soul, wisdom, natural beauty and multiple beauty. Zhu Wei, deputy director of the Communication Law Research Center of China University of Political Science and Law and expert of the Expert Committee of the China Consumers Association, believes that the younger age of the beauty trend also means that tendencies such as objectification of women and facial anxiety are passed on to children prematurely.
Children's endorsement beauty products suspected of illegal
Experts call for strengthening platform supervision
Interviewed experts and industry insiders believe that the behavior of children's endorsement of beauty products is suspected of being illegal, and illegal content should be rectified and removed, and platform supervision should be strengthened.
Zhu Wei pointed out that the Advertising Law clearly stipulates that minors under the age of 10 must not be used as advertising spokespersons.
In mass media targeting minors, advertisements for medical treatment, medicine, cosmetics, beauty, and online game advertisements that are not conducive to the physical and mental health of minors shall not be published.
Relevant platforms should remove illegal videos as soon as possible, rectify relevant sections, and hold accountable and educate parents who have violated the law and platforms that are not strictly censored.
Experts suggest strengthening the publicity and education of guardians and improving the school's aesthetic education.
Liu Deliang, a professor at the Law School of Beijing Normal University, said that guardians should be more cautious and not for short-term gains to allow children to reach the adult world prematurely.
Kindergartens and schools should also attach importance to aesthetic education and cultivate the ability of young people to appreciate beauty and create beauty.
In addition, the development of the children's cosmetics market should also be regulated.
On June 18, 2021, the National Medical Products Administration will publicly solicit opinions on the "Regulations on the Supervision and Administration of Children's Cosmetics (Draft for Solicitation of Comments)".
Liu Zhong said that the draft has strict requirements on the safety evaluation of children's cosmetics, but the punishment is still slightly insufficient, and the supervisory measures still need to be further strengthened.
At the same time, the advertising language of children's makeup is regulated, so that children in need can use non-toxic and harmless beauty products.
According to Xinhua News Agency