Selling Make-Believe Makeup

Companies rush to market kiddie cosmetics for pretty babies

Archie Bunker's niece will soon have a new television role. Danielle Brisebois, 12, who plays the pixieish Stephanie on the CBS show Archie Bunker's Place, will star in commercials touting the Tinkerbell line of powders, perfumes, lip gloss, nail polish and other beauty aids for girls ages three to 14. This is the latest marketing ploy in the $100 million-a-year world of kiddie cosmetics.

Is Danielle intended to be the Brooke Shields of the preteen crowd? Absolutely not, protests Martin K. Greenfield, president of New...

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