Several weeks ago in Marketing Daily I read about a partnerhip between Barbie/Mattel and Bonnie Bell - the business goal is to 'push' make-up for little girls. The target market for this new product line - girls between the ages of 6-9. As a mom, a women and an aunt of two neices and two wonderful great neices, this announcement triggered thoughts about the incredible power that strong brands have and how they could be harness the power of WOM to create positive change in young girls. What if Barbie transformed herself to be a champion for young children rather than a
It''s been awhile since I looked at Barbie so I went over to the Mattel site and the Everything Girl , Barbie site. A quick home page review showed typical 'girl' subject matter. To my disapointment, the stereotypical view of girls and women has not changed very much. Yes there are a few fitness and pet/animals thrown in, but by far, the image of thin equals in prevails. I took a quick trip over to Bonnie Bell and a trip down memory lane. As a teenager, I remember Bonnie Bell and Ten -O- Six. The company's mission was to teach young girls how to care for skin so you had a healthy complexion.
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