It seems today that everyone has been consumed with the ideal of beauty. But what is beauty? Is it looking hot in those new Seven jeans? Or buying the perfect pair of Coach boots with matching bag to compliment your outfit oh so well?! Maybe it is the highlights that cost over $200 to make your hair look oh so amazing, the tanning that costs $50 or more a month? There is no answer to this question, because beauty depends on who you are and what you like.

 I won’t sit here and tell you that I am not obsessed with shopping, or more beauty supplies than I can fit in my bathroom vanity. The reason for all this? It’s simple .. it’s the way we were raised.  Advertising is focusing more and more on pre-teens. The trend of marketing to pre-teens is not new one.

 A great example, is a store called  Claire’s, which aims to cash in on the disposable income of the pre- teen girl. What is new, and an ever increasing concern, is what they are marketing to this demographic.
“Anything to make them look older and more sexy,” says Lisa Dobbs a 28 year old excutive who has worked for Ardene for over five years now. She points out products like a belly button ring that says “f**k” on it and another with a marijuana leaf. “I feel uncomfortable selling these things to young girls,” she says. Well at least Lisa is understanding that this isn’t very kosher. So if Lisa understands, then why don’t the parents? Obviously its not the parents who are out there buying thongs for their pre-teen, and yes there really are mothers who do this! I was in Victoria Secret just a few days ago and a mother asked me my opinion on a skimpy pair of undies for her twelve year old daughter! I was in complete shock. Coming from someone who’s mother knew every article of clothing I owned until .. well I dont know she might still know!