5-year-old girl teaches makeup live?

"Children's Beauty Blogger" is running too far!

  Open the makeup box, first use the air cushion to make the base makeup, "this is ivory white, the upper face is very natural"; then use the beauty brush to apply blush, "don't forget to apply a little on the tip of the nose, it looks more cute"; Turn the mouth red, try the color on the back of the hand, "It is red, very white"... It sounds like this is a skilled beauty blogger teaching makeup, but in the picture it is a childish child.

After smearing on her little cheek, she said at the end of the video in a crisp, childlike voice: "Kindergarten kids are using it!" "Let mom buy it for you!"

  Recently, on some social networking platforms, there have been a group of children’s “net celebrities” with gimmicks such as “the smallest beauty blogger in the entire network” and “learning makeup with cute babies”. They teach makeup, try products, and carry goods live. Using the face of a child, speaking the words of an adult.

  Behind the popularity of children's beauty bloggers is the trend of younger age of beauty makeup.

According to data released by the cross-border e-commerce company Kaola Haigou, in 2020, domestic children's makeup consumption has increased by 300% compared with 2019, and "post-85s" mothers have become the main force in actively purchasing cosmetics for their children.

There are also many types of children's cosmetics, including lipsticks, eye shadows, eyebrow pencils, facial masks, makeup removers, nail polishes, etc.

  The love of beauty is something that everyone has, and children can't help it.

However, the innocent children who used grease and powder to become beauty bloggers and the trend of "makeup should start from the doll" have to cause people to worry about it.

  First of all, unqualified children’s cosmetics endanger children’s health.

Professional beauty professionals said in an interview with Xinhua News Agency that many so-called “children’s makeup” on the market were not developed and designed specifically for children. Some manufacturers only marked “cosmetics” when submitting for inspection and filing, and deliberately deleted “children”. In order to avoid stricter inspections, adult cosmetics are even packaged into children’s toys for sale to induce children to buy them.

  Many cosmetics contain a large number of synthetic pigments and powder ingredients, which will burden children's sensitive skin. Some low-quality products also have problems such as excessive heavy metal elements and high hormone content, which can cause allergies and respiratory system damage.

On the e-commerce platform, some buyers left negative comments on children's makeup products such as "pungent, greasy," and "fluorescent powder can't be washed off".

  Secondly, the "young beauty style" affects children's healthy aesthetics and encourages comparison psychology.

"Beauty" is diverse, and the beauty of makeup is just one of them.

However, children lack discernment and are in a stage of strong curiosity and imitating. They are easy to indulge in them and form incorrect aesthetic perceptions.

With the blogger’s marketing tactics that “all the children around you are using”, children are also easy to fall into the trap of consumption comparison, which increases the financial burden of the family.

In addition, children's indulging in makeup will consume a lot of energy, squeeze time for study and exercise, and even give birth to "appearance anxiety" about themselves.

  To make matters worse, the reporter's investigation found that some children's beauty videos conveyed soft and pornographic information, and the children were "objectified" by adults and pushed to the stage to "attract their eyes."

"Just after the 5th birthday, put on a pure peach makeup." Wearing a strapless outfit, draped in waves, pouting "glamorous eyes", promoting "cut male sex", and don't forget to say "Please pay attention." "Please forward it"... In front of the camera is the childlike voice, and behind the camera is the planning, production and promotion of adults, for the flow and the benefit.

  In fact, the behavior of children endorsing beauty products is itself suspected of being illegal.

my country’s Advertising Law clearly stipulates that minors under the age of ten are not allowed to be used as advertising spokespersons; advertisements for medical treatment, medicine, health food, medical equipment, cosmetics, alcohol, and beauty are not allowed on the mass media targeted at minors, and Online game advertisements that are not conducive to the physical and mental health of minors.

  What needs to be "grabbed from the baby" is not beauty, but beauty education.

Whether it is a family, kindergarten, or school, it is necessary to strengthen aesthetic education, cultivate children's ability to appreciate and create beauty from an early age, and avoid allowing children to "adult" prematurely for short-term benefits.

  Competent authorities should further strengthen supervision, increase penalties for the production of unqualified children’s cosmetics, regulate the sales of children’s cosmetics, and allow children in need to use non-toxic and harmless cosmetic products suitable for children.

The platform should also strengthen inspection and guidance, clean up illegal child endorsement advertising content, and make the industry ecology clearer and healthier.

  (Reviewer Wang Ruochen)

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