Walmart Geo-Girl Makeup for Tweens Competes with Justice for Girls

Walmart Geo-Girl makeup for tweens is appealing to a growing market previously cornered by Justice for Girls. Geared for girls ages 8 to 12, Walmart's new line markets 69 items to eager tweens and their often reluctant mothers.

Makeup for tweens is nothing new. In the 1970s and 1980s, Tinkerbell cosmetics were in their heyday with tweens. The company was started in 1952 but eventually fizzled out in the late 1990s, mostly due to a lawsuit with Disney.

Today Justice for Girls practically monopolizes the tween market. Their cosmetic section features nail polishes, lip glosses, sparkle, spa goodies and lotions in a variety of fragrances. They also have their own specialty fragrance lines along with sparkling accessories and fashion-forward clothing.

The store also hosts small birthday parties, often giving out little makeup kits as party favors. Young ladies love them as their mothers sigh with concern.

With their usual sense of business savvy, Walmart sees a growing market. ABC News reports the tween makeup market currently makes over $24 million annually. Top sellers include mascara, lip gloss and eye shadow.

The Walmart Geo-Girl line replaces the defunct Mary Kate and Ashley tween makeup line. Products include mascara, lip gloss, sparkle, eye shadow and even anti-aging facial products such as an exfoliator. For girls approaching 12, these type of products will help them learn how to take care of their skin.

Parents of younger girls might be less eager to purchase skin care products. Most are likely to pick up a lip gloss or sparkle. Other cosmetics would be appreciated by tweens for dance performances, concerts and other occasions when makeup might be required.

It is more hygienic than using mom's makeup and gives them an opportunity to get hands-on experience with the products. Most mothers are unlikely to give their tweens free reign with their cosmetic bags, especially if they invest in pricey beauty products.

While tweens might not be allowed to wear Walmart Geo-Girl cosmetics everyday, it is a line they can grow into. Walmart's executives realize 8-year old girls will ask for lip gloss and ultimately come back for exfoliator when they get that first pimple at 12. Whether it's appropriate is up to each individual parent. Walmart is in business to delivery what the public wants and make a profit.

The Walmart Geo-Girl products hit the shelves on February 12 with a website coming in February 25. Prices range from $3.99 to $5.99, making them accessible and affordable for financially-challenged tween consumers.