What’s happening to our girls?

Jessica, 9, and her sister Anna, 8, are regulars at a well-known nail spa in Dubai’s Al Barsha neighbourhood. They visit the parlour at the beginning of every month with their mum for beauty treatments. During the last holiday season, while Jessica tried pink highlights for her hair, Anna went for a fancy braided hairstyle.

 
Girls, as young as five all over the world want massages, facials, make-up and hair colour. A couple of years ago, a pageant girl in California made the headlines for getting Botox at the age of eight.

 
The trend for children getting treatments that were once for grown-ups only has started picking up in the UAE. Many spas and salons have begun to cater to kids, offering them everything from nail care to hair services. Spa birthday parties for girls, with treatments ranging from blow-dry to child-friendly facials and nail-painting, have also become common these days.

 

 

Changing habits

The demand for children’s cosmetics and fragrances has risen significantly in the past few years. However, there are also still some mums think their little girls should wait for their sixteenth birthday to indulge in such treats.

 
With children’s grooming habits rapidly changing, more mothers are looking for ways to make their daughters look and feel good, exploring the realm of children’s personal grooming.

 
The main contributor to this trend could be the media. Reality television shows and pint-sized pageants, where tots decked in meticulous make-up and elaborate hairdos perform on stage, are generating a lot of interest among children. Such shows often have a negative effect as children fail to distinguish between reality and fantasy. Furthermore, studies have shown that children who watch soap operas, sport and films show more dissatisfaction with their bodies than girls who don’t. Some children also succumb to peer pressure because they want to fit into a group.

 
According to global research firm Euromonitor International, the market for children’s skincare and beauty products in the UAE is expected to rise from Dh105 million last year to Dh144 million in 2018. “Growth will be supported by continuing economic prosperity in the UAE and increasing purchasing power, which is encouraging consumers to spend more freely and trade up to premium brands,” says Nikola Kosutic, Research Manager at the firm.

 
Many spas and salons in the UAE have noticed a sharp spurt in growth in the children’s beauty segment. Tips & Toes, a popular beauty salon and spa in the UAE, offers a selection of nail care and hair services, such as hair braiding and hair chalk, temporary hair colour. “Our clients for these treatments are girls between the age of six and ten. Mums spend about Dh80-Dh90 on their daughters per visit,” says Mandy Darougheh, Corporate Marketing Manager, Tips & Toes.

 
Caboodle, a children’s concept store, has also noted a demand for its children’s beauty treatments, such as Pixie Polish, a polish change and themed parties.

 

 

Adverse effects

While such treats for young girls are fun and give mums a chance to spend time with their little ones, one question remains: Do they really need it? Psychologists say children who place importance on appearances from a very early age often measure their self-worth by their looks. This can influence their self-esteem later on.

 
“Girls and women have always had societal pressures to look beautiful. With beauty spas for children, we are pushing children into an objectified adulthood faster,” says Dr Saliha Afridi, a clinical psychologist and Managing Director of The LightHouse Arabia. “This is happening at a stage in their lives when their sense of self-esteem is fragile and their ability to understand the implications of what they are doing is also limited.”

 

Dr Nathalie Tarek Domloj, GP Dermatologist, Medcare Hospital, agrees. While there is nothing wrong in indulging in a spa therapy once in a while, she says, wearing make-up regularly or undergoing beauty-enhancing treatments can damage their skin and induce serious, long-lasting adverse effects.

 

Also, encouraging young girls to be ultra-conscious about their physical appearances can have many negative implications, warns Dr Afridi. “Girls are now being primped to show thyself rather than know thyself. By doing so we are heading towards creating a generation of children with narcissistic personality traits.”