Walmart to Launch Eco-Friendly Cosmetic Line for Tweens

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February 1, 2011

Walmart and Pacific World offered a sneak peak at GeoGirl, their new eco-friendly beauty line developed exclusively for tweens, during a recent press event in New York City.

Beginning in March, the line will be sold in approximately 1,250 Walmart stores and on the company’s web site. A GeoGirl website is currently under construction and is scheduled to launch Feb. 24.

The collection – which features 69 SKUs including makeup as well as body and skin care – will retail for between $3.98 and $5.98.

Pacific World, which developed the line for Walmart, said it consulted with parents, educators and tween girls across the country to create age-appropriate and eco-friendly products. And with tweens’ penchant for texting, the product are all name with text language such as J4G (Just 4 Grins) lip balm SPF 15; GeoGirl SWAK (SentWithAKiss) lip treatment SPF 15; BCNU (BeSeeingYou) pressed mineral shadow; F2F (Face2Face) moisture tint SPF 15; T2G (Time2Go) cleanser; and KEWL (Cool) magic face refresher.

The product are easy to apply and colors are extremely sheer to give skin a natural and healthy glow, the companies said in a statement. The products and packages are designed to be easy for small hands and faces to handle and use.

The products are made with 100 percent natural fragrances are free of parabens, phthalates, sulfates, propylene glycol, PABA, DEA, petrolatum, paraffin, synthetic fragrance, synthetic color (in skin care), carmine (crushed beetles) and animal ingredients (except cruelty-free honey, lanolin and beeswax). GeoGirl packaging is made of recyclable materials such as corn and recycled paper.

As part of the brand development, GeoGirl created gg-Gives, a charity that will fund causes important to tween girls, and an undisclosed portion of the GeoGirl profits will be donated to gg-Gives.

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