Normal 30 year old women spend at least 1 hour a day for beauty care. Cosmetics occupies several shelves. A set is well-known: face, hand, body, foot creams, hair wax, hairspray, hair balm and means to remove hair spray. Another fifty lipsticks and lip glosses, a few powders and a dozen shadows. That if you have not yet started buying anti-aging tools. And those who are now 10, will require twice more place for cosmetics 20 years later.

Children’s beauty industry is developing an enormous pace. Throughout the world, they open children’s hairdressing and manicure salons, spa centers, massage rooms. When a modern average 10-year-old girl turns 50, she would spend almost $ 300 000 on hair care and face skin. Today’s children start taking care of themselves approximately at the same time, when learning reading.

A U.S. documentary series Toddlers and Tiaras shows a scene in which 2-year old heroine Marley stands in front of the mirror being busy with blusher and lipstick. When Mom applies self-tanning lotion on her legs, she giggles and does a twirl coquettishly. Marley is one of reality show participants, which obsessed mothers teach them brushing hair up affectedly, pouting and ogling. But these are not crazy mothers: that is the new reality. In western towns there are lots of facilities for clients from 0 to 12, where girls just sit all day with hands extended for manicure.

Toddlers and Tiaras: stop children sexualization. Forget about how mum trimmed your fringe. Students of the fourth grade recognize only haircuts for $ 50, while in high school hair care costs already $ 150 per month. For prom night girls buy expensive designer clothes, do fancy hairdos, evening makeup and a mandatory special celebratory manicure. Many visit spa salons days before the ceremony. Young girls are sent to laser hair removal, the most popular cosmetic procedure among 12-14 year old girls.

Four years ago, a study conducted by NPD Group showed that when women started then using cosmetics in an average age of 17 years. Now this average age moved to 13, and many say this is an optimistic estimate. According to Experian marketing firm, almost every other 6-9 year old girl in America already enjoys lipstick or lip gloss, and every third uses hair care cosmetics.

According to NPD Group, children from 8 to 12 years in the United States spend more than $ 40 million on cosmetics and another $ 100 million are spent by adolescents. It seems that economic decline does not affect this trend: in the past year, the number of cosmetic operations showed a slight decrease, but sales of cosmetics rose to 50% - depending on the product.

It is estimated that girls aged 11 to 14 years see about 500 posters and commercials a day, and most of heroines in them - women with absolutely perfect figures. University of Minnesota study showed that viewing such advertisement from one to three minutes a day can have a negative impact on self-esteem.

Toddlers and Tiaras: stop children sexualization. New statistics of the American Society for Aesthetic Plastic Surgery shows that over the past decade, those who are not yet 18, began using plastic operations twice more often. In Toddlers and Tiaras TV show all mothers are proud of their beauty queens, and unapologetic about their decisions to involve their kids in this subculture. There is even a Facebook group Help Ban the TLC show ‘Toddlers and Tiaras’, they participants assure the show promotes pedophilia. Childhood is a time to broaden a kids vision of the world, try ballet, karate, soccer, swimming, art, music, or just plain playing at home with parents, other kids, etc. Toddlers and Tiaras denies the fact.

According to a study conducted within the framework of international Dove Real Beauty campaign, nearly every other student of junior classes would like to lose weight, and four of five 10-year olds are afraid to grow fat.

Toddlers and Tiaras: stop children sexualization. In addition, childrens self-identification is seriously suffering. According to psychologists, there is the notion of «feeling adult». For many years it was typical for teenagers - it’s when children begin to copy parents’ or older friends’ behavior, and feel involved in their adult world. Now adult activities include pre-school children. And now, little girls, when playing, almost never refer to themselves as princesses. They are now Queens.