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New D2C Brand Used Gen Z Influencers To Promote Makeup For Kids

November 30, 2018: 12:00 AM EST
In a trend that is bound to split opinion, beauty influencers are getting younger, aimed at enticing kids to try makeup. Petite ‘n Pretty, a makeup brand for Gen Z, has been launched on Instagram, using school children, typically kids with blogs or YouTube and Instagram followings, as models. Founder Samantha Cutler said there are talented makeup artists (MUAs) as young as 12 years old. One young influencer for example has almost 700,000 YouTube subscribers and over 700,000 Instagram followers. The brand launched in July and has so far generated over 30,000 Instagram followers, targeting the mini MUAs and parents that shop at Sephora or Ulta and want their kids to have cool stuff. Petite ‘n Pretty sells direct through its web site, but is exploring pop-up opportunities and specialty beauty retail stores.[Image Credit: © Petite 'n Pretty LLC]
Sheila Shayon , "Petite ‘n Pretty Taps Social Media Influencers to Sell Makeup to Kids", Brandchannel, November 30, 2018, © Interbrand/Brandchannel
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