John Lewis scraps ‘ back to school’ make-up classes for girls aged 12
JOHN Lewis has been accused of exploiting young girls’ insecurities by advertising a ‘ back to school’ makeover workshop for 12-year-olds.
The £30 ‘mini masterclass’ with ‘pro’ make-up artists offered tips on skin and eyebrow care so that children could impress schoolmates in the autumn.
It was scheduled for later this month at a John Lewis store in Bluewater Shopping Centre, Kent, with promotions stating it was ‘suitable for ages 12+ years’.
Experts at the store’s MAC cosmetics counter were due to teach youngsters ‘how to make the best of your skin and brows in time for back to school’.
The now-deleted adverts had been posted on the Bluewater website and Facebook.
Girls could book a one-hour session at the counter on August 21 – with the consultation fee ‘ redeemable against any MAC purchases’.
However, the event began to garner a lot of negative attention, with critics saying it was ‘disgusting’ to target such young girls.
And now the store has cancelled the masterclass and issued an apology, promising a full investigation into how it came about. Yesterday, Ella Smillie of equality campaign group the Fawcett Society, said: ‘It’s what’s in girls’ heads that counts, not what’s on their faces.
‘As our kids go back to school, John Lewis and MAC are sending a wrong and worrying message... Parents will be justifia
‘Vulnerable to pressure’
bly angry that companies are adding to the pressure their children are under to conform to gender-stereotypes around appearances, instead of focusing on their education.’
One critic wrote online: ‘Whoever came up with this idea seriously needs to assess their moral compass. A way to make from little girls’ insecurities. Disappointing and, quite frankly, disgusting.’
Another wrote: ‘They have really got it wrong. The girls in the advert are only about 12 and definitely should not be worrying about make-up.
‘At such a young age they are vulnerable to pressure and this will make them feel that being natural (as a young girl should be) is not good enough.’
A John Lewis spokesman said: ‘As a brand MAC does not market to anyone under 16 so this event should not have been arranged.
‘It has been cancelled and we are very sorry for any upset caused. We’re looking into how it happened to make sure that this type of event doesn’t take place again.’