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Is It OK to Use a Child to Promote a Beauty Brand?

A beauty brand — I won't name names because they don't need the publicity, but this story has more information — is hoping to build buzz by using Malia Obama's upcoming birthday as a PR stunt. They're sending her a $350 basket filled with beauty goods, selling the basket online, and encouraging shoppers to digitally "sign" a birthday card for her. This brand didn't get permission to mention Malia in this pitch, and I find the whole thing pretty tacky. Do you agree that the first daughter should be off limits for companies, or is there a reasonable explanation for this?

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