What: Ulta Beauty collaborates with Zuru Toys to launch 68 miniature replicas of popular beauty products, targeting children as young as six years old through collectible mystery balls, raising concerns about age-appropriate marketing in the beauty industry.

Why it is important: This strategic move highlights the growing tension between retailers' need to secure future customers and ethical concerns about marketing adult beauty products to increasingly younger demographics.

Ulta Beauty's introduction of USD10 mystery balls containing miniature replicas of popular products represents a calculated effort to engage younger consumers. While containing no actual cosmetics, these toys are driving interest in real products among children, as evidenced by 10-year-old Skyla's desire to purchase Caffeine Energizing Hydrogel Eye Patches after playing with the toy version.

The initiative has shown early success, with products frequently selling out and generating significant social media engagement among young girls. However, this strategy has raised concerns from parents and the Children's Advertising Review Unit about age-appropriate marketing, particularly regarding products containing ingredients like retinol and hyaluronic acid. Despite these concerns, Ulta plans to expand its toy offerings, viewing Gen Alpha as potentially more engaged beauty enthusiasts than previous generations.

IADS Notes: While facing competition from Sephora, this move aligns with the company's efforts to capture Gen Z and Gen Alpha consumers. However, concerns about age-appropriate marketing highlight the delicate balance between early customer acquisition and responsible retail practices.

Ulta is selling toys to hook young kids on make-up