But it’s important to be alert to these signs, figure out why they’re happening, and get your child help. Many of these changes aren’t specific to sexual abuse-they can happen with other kinds of trauma or stress, and they can vary by age. Win a loyal fan today, and she could be a customer for many years to come.Kids often don’t tell about sexual abuse ( read about why), but sometimes they’ll display behavioral, physical, and emotional changes. One 2013 study put the spending power of kids ages 9 to 13 at $200 billion. "I think that they might not know it, but I think that they target all girls." "At 11, other girls my age were shopping there too," she says. But Willa Peltzer, our 12-year-old in Brooklyn, has shopped at both places. Its close rival, Pink by Victoria's Secret, says it's for college-age women. Aerie says it targets females 15 and older. The models in these ads are clearly older than 12. Just because they're not going back over it later on with something like Photoshop doesn't mean that it hasn't been manipulated." putting them in costumes and lighting and makeup. Long says underwear, menstrual pads and makeup are the kinds of products that companies can sell to women for decades.Īn example of soft-focus feminism in advertisements is the underwear brand Aerie, which announced last year that it had stopped doing post-production on its photography. She's with the Learning About Multimedia Project, a group that teaches kids to think critically about advertising. Tween boys tend to buy a lot of sneakers and video games.īut there's something special about young women, says Emily Long. Girls are of course not the only young consumers. Koller says this approach felt radical, even risky, when the first boxes started showing up in stores in 2010. "The black box makes a huge impression at shelf just because it's so unexpected." First thing you notice? The boxes are not eggshell or lavender. Koller is showing me a stack of U by Kotex Tween boxes, containing pads and liners specifically for young women. The Kotex "war room" is not much bigger than a closet. There, she shows me, "This is the war room for Kotex." Today, these brands speak to girls directly.Īllison Koller is with CBX, a branding agency that works with Kotex. And brands increasingly see them as a distinct consumer group. They use social media like Snapchat and Tumblr. Manufacturers left it to mothers and big sisters to give young women "the talk."īut being a young person today is different from even a short time ago. Once upon a time - not so long ago - ads for pads and tampons showed images of women in gauzy garments, doing yoga on the beach. So for her, she says, "It's not surprising that it could be turned into something funny because it's already something that I'm comfortable with." "When I got my period, I was definitely comfortable talking about it with my friends and my mom and my sister," Peltzer says. I'm watching with Willa Peltzer, who's 12, and her mother, who both laugh at the ad.Īnd it turns out, what was once awkward or even shameful is now an ordinary topic of conversation. So, I faked it," says a preteen featured in the ad. Unlike common ad trends that skirt around the female topic, it takes a more conscious, humorous approach: Since it was posted to YouTube last year, a video by the women's health company Hello Flo has been viewed more than 30 million times. Quick - name one awkward thing you could talk about with a 12-year-old girl.
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