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Australian Schools Let Advertisers "Teach" High School Girls About the Fashion Industry

Australian Schools Let Companies "Teach" Makeup

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?

Image Source: Getty
Join The Conversation
Yogaforlife Yogaforlife 7 years
I think the way it's currently being done is more marketing ploy than anything - how many people become lifelong customers of the beauty products they love? (Think our parent's generation and Maybelline Great Lash mascara) This is a very clever marketing ploy. Biarose - I agree, this sends the message that all girls need to wear makeup and cleverly hints at the brand to choose. If the goal was to go beyond the application of makeup and teach about the fashion industry, then they should be teaching at all schools. The fashion industry involves more than just makeup artists, or clothing designers. What about the great fashion photographers such as Annie Lebowitz, Irving Penn, Richard Avedon, and Helmut Newton? The editors and writers at the fashion magazines? If they were showing the broad range of professions involved within the fashion industry (which employ both men and women), then I would believe it was educational versus just brand marketing.
Autumns_Elegy Autumns_Elegy 7 years
As an Australian I think that this should be taught in every school (How many eyeliner disasters could have been avoided?), but it shouldn't just focus on the makeup application, it should also include info on how the industry is run.
biarose biarose 7 years
I really don't like this. It's conditioning girls to believe that they have to wear make-up, just because they're a girl.
KrisB KrisB 7 years
I think it's ridiculous. I love my makeup and at that age would have loved a class to learn all about it but really is it that important to teach in school, I don't think so. Maybe as an after school activity would be more appropriate and make it available to any student interested.
GlowingMoon GlowingMoon 7 years
I think it's a marketing move, too.
plasticine1 plasticine1 7 years
i agree about the gender stereotypes, when so many makeup artists are actually men. i wonder if they teach them to self-apply make up or to apply on others
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