GeoGirl is a text message-themed make-up line for tweens. It's eco-friendly, anti-aging and patently unnecessary.
Wal-Mart is targeting the tween market with a new eco-friendly cosmetics line, GeoGirl, according to WWD. The all natural intro-to-make-up line is all about building habits: both healthy and unsettling.
Wal-Mart touts the eco-element to WWD, “GeoGirl is about teaching this generation about beauty care in a responsible way. This [line] is a great learning experience for us to determine how to communicate with this generation.”
The line will replace the Mary-Kate and Ashley brand, because Olsen twins' audience has aged out of the tween demographic. GeoGirl marketing reveals a few things about what the next generation of consumers values already.
As for the branding, WWD reports the product names are references to IM/text message lingo:
What do you think?