Now that Mary-Kate and Ashley Olsen have grown up, Sophia Grace Brownlee and Rosie McClelland aim to be the new tween beauty “It” girls.
The 7-year and 10-year-old British girls shot to fame singing pop hits on “Ellen: The Ellen DeGeneres Show” and recently signed a movie deal. Last week, Claire’s launched a collection of Sophia Grace & Rosie products including lip gloss and lip balm.
They join a list of female celebrities, such as the Olsens and Hilary Duff, whose images helped sell beauty to young girls. But it’s been a span of several years, retailers said, since there have been pint-size personalities with the power to engage young girls and their moms. The Sophia Grace & Rosie line could change that, they added.
Claire’s assortment spans 10 styles of apparel, accessories and beauty products ranging in price from $6 for a hair bow to $16 for a sequined tutu. The Sophia Grace & Rosie BFF lip gloss necklace sells for $8.50. A five-piece lip gloss with purse is priced at $10.
Tween cosmetics exploded 20 years ago, enticing retailers to create special tween areas in stores. Beauty items for the younger set are still seen as fertile territory for merchants looking to build clientele at a young age. According to POPAI, the global organization for spending at retail, there are now nearly 21 million kids 9 to 13 years old who wield a spending power of $43 billion.