I know that marketing in schools is nothing new, but a program in Australia is taking things to a new level. A program called Fashion Roll Call, which is sponsored in part by makeup brand NP Set Cosmetics, is touring all-girl schools around the country. Their goal is to educate girls in fashion and beauty industry careers by presenting a "lunch-time fashion parade" followed by makeup application tutorials taught by makeup artists who work for NP Set.
When I was 13, I probably would have been excited for this, since it means no class and playing with stuff my parents wouldn't let me wear. But as an adult, I have mixed feelings. The cosmetics brand is getting choice branding access to kids in exchange for a few makeup tips. And since this program is being billed as educational, and intended to teach children about the fashion and beauty industries, why no boys or coed schools? There are tons of men in the fashion and beauty industries, and their absence suggests that the informational element here is a thin veneer to make aggressive marketing more palatable. What do you think?