Online Exclusives

Start Them Young

November 5, 2008

Using her four daughters as inspiration--and market research--Brandi Wallace's Blossom is addressing the personal care needs of 5-12 year old girls.

Start Them Young



Using her four daughters as inspiration—and market research—Brandi Wallace’s Blossom is addressing the personal care needs of 5-12 year old girls.



By Christine Esposito
Associate Editor



Most little girls like playing dress up and dipping into mom’s makeup bag for some lipstick, blusher or eyeshadow. By mimicking what mom does, they are learning the tricks of trade, the skills they will perfect over time as they grow into tweens, teens and women who will someday purchase a bevy of beauty products.


But how often do little girls practice washing their face or applying a moisturizer with SPF? As we have come to learn, these are the skills—and products—necessary to protect the skin against damage and maintain a youthful appearance.


Nearly three years ago, Brandi Wallace had a full plate. She was a stay-at-home mom with five children, including four girls. When her eldest daughter hit 10, Ms. Wallace knew she needed to start teaching her how to take care of her skin.


“I went to the store to find whatever products were out there for their age group,” she told HAPPI. “I was quite surprised to discover that there were no brands with skin care for children or tweens. All I could find were acne products.”


Using her four daughters as inspiration—and market research—the Blossom line was born out of that experience. The range is segmented into specific categories, named for each of her daughters. Bailey Skin Care 101 includes foaming cleanser, toner, moisturizer with SPF 15, and oil-free night lotion; Berry bath and body products includes body lotion, mist and powder and shower gel; the Brooklyn hair care range includes shampoo, conditioner, mask treatment and a conditioner mist with sunscreen; and Bexley skin care, which features facial scrub, moisturizer with SPF 30, facial mask and lip balm. The range—which is currently available in select children spas and boutiques department stores in Illinois, Missouri, Ohio and California, and online at www.blossom4girls.com—has price points between $10.50 -$16.50.


Formulated with natural and gentle ingredients, Blossom is designed to work with the delicate needs of “blooming” skin—not for teens or babies. Specifically, Blossom is geared for girls ages 5-12, which according to Ms. Wallace, is an overlooked group.  


But that may not be for long. For starters, at HBA Global Expo this past September, Blossom caught the attention of major players. “Our booth at HBA Global Expo was a big hit, and I had most of the “big guns” looking at our collections.”


“I do see other companies getting into the category eventually,” she added, noting the presence of new brands touting basic all-over washes for face or body as well as other hair care and bath products geared for young children. But according to Ms. Wallace, none offer specialized solutions or have the benefit of Blossom’s unique market research and development team.


“What makes our Brooklyn Hair Care line and our Berry Bath and Body collection stand out is that they were truly created by girls. Instead of giving girls the typical Strawberry, Grape and Bubble Gum scents, we went straight to the girls and let them decided, and what they created is quite different than what is traditionally offered to them,” she said.    


And that unique approach is what Ms. Wallace believes will keep Blossom relevant in what is destined to become a more crowded marketplace.  “I think it’s so exciting to be pioneering a new category in the beauty industry. Blossom is paving the way in this category.”

Related End-User Markets:

Related Raw Materials:

  • Slow & Steady

    Slow & Steady

    Tom Branna, Editorial Director||December 1, 2016
    In a tumultuous environment, steady gains posted in the industrial and institutional cleaning sector are welcomed.

  • The World Comes to Orlando

    The World Comes to Orlando

    Tom Branna, Editorial Director||December 1, 2016
    More than 1,600 chemists traveled to Florida for the IFSCC Congress

  • The Plex  Phenomenon

    The Plex Phenomenon

    Denise Costrini, Croda North America||December 1, 2016
    Croda details the hair-protecting qualities of bond multipliers and the company’s new bond-building formulation system.

  • Patent Activity: Colgate-Palmolive

    Patent Activity: Colgate-Palmolive

    December 6, 2016
    New oral care compositions, the use of radish root ferment filtrate in a cleanser and more.

  • Cos Bar: Turning 40 and Hitting Fast Forward

    Cos Bar: Turning 40 and Hitting Fast Forward

    Christine Esposito, Associate Editor||November 21, 2016
    With a recent investor infusion, a new CEO and rebranding effort underway, this luxury beauty retailer has big plans.

  • Organic Matter

    Organic Matter

    Christine Esposito, Associate Editor||November 14, 2016
    FTC and USDA hold a public roundtable to discuss consumers’ perception of organic claims.

  • Get Ready, ‘Cause Here it Comes…

    Get Ready, ‘Cause Here it Comes…

    Christine Esposito, Associate Editor||November 1, 2016
    Skinphonic is a new brand created with a team of beauty experts and fronted by singer Smokey Robinson.

  • Hair for Me!

    Hair for Me!

    October 31, 2016
    Function of Beauty fulfills the promise of personalization in the beauty space—one bottle at a time.

  • A Facial Bar Grows in Brooklyn

    A Facial Bar Grows in Brooklyn

    Christine Esposito, Associate Editor||October 24, 2016
    With three doors in Canada, Blitz Facial Bar opens its first US location in one of the hippest areas of New York.

  • Coming Clean on a Host of Issues

    Coming Clean on a Host of Issues

    October 17, 2016
    Cleaning Products Conference is set for Nov. 9-11, 2016 in Washington DC.

  • Let the Magic Begin!

    Let the Magic Begin!

    Tom Branna, Editorial Director||October 10, 2016
    IFSCC Congress gets underway at Walt Disney World this month.

  • Ogee Opens for Business

    Ogee Opens for Business

    Christine Esposito, Associate Editor||October 10, 2016
    Banking on the power of jojoba oil, a Vermont-based start-up is the newest player in organic luxury skin care.

  • P&G’s Latest Patents

    P&G’s Latest Patents

    Christine Esposito, Associate Editor||October 10, 2016
    A look at recent patent and IP related news from the biggest household and personal care player in the US.

  • A Cosmetic Armor Against Pollution

    A Cosmetic Armor Against Pollution

    Julia Comas, Cristina Davi, Elena Canadas, Laia Gonzalez, Raquel Delgado, Lipotec SAU||October 3, 2016
    Lipotec’s Pollushield creates a barrier between skin and pollutants and boosts the antioxidative potential of skin.

  • Cosmetic Chemists Head to Orlando Next Month

    Cosmetic Chemists Head to Orlando Next Month

    September 26, 2016
    Organizing Chair Guy Padulo explains why you should attend the IFSCC Congress.

  • Active Agents

    Active Agents

    September 19, 2016
    On the surface, surfactants may seem staid, but the market, and the supplier activity driving it, is bubbling.

  • Expanding Erbaviva

    Expanding Erbaviva

    Christine Esposito, Associate Editor||September 13, 2016
    A farm-to-bottle organic brand celebrates its 20th anniversary with a new look, new products and plans to expand in the US.

  • Lauder’s Latest Patents

    Lauder’s Latest Patents

    September 1, 2016
    A composition with NIR light emitting material, a skin care device and more awarded to this beauty business giant.

  • Long Term Sustainability In the Nonwovens Market

    Long Term Sustainability In the Nonwovens Market

    August 23, 2016
    Learn more at Cleaning Products USA, Nov. 9-11, 2016

  • Fro Yo!

    Fro Yo!

    Tom Branna, Editorial Director||August 22, 2016
    Project Beauty dishes out Hairgurt, a line of vitamin-rich hair shampoos and conditioning masques.

  • TLC for Those Who Need It Most

    TLC for Those Who Need It Most

    Christine Esposito, Associate Editor||August 22, 2016
    New curriculum debuting at Bellus Academy helps estheticians treat a population that needs TLC.

  • And Now for Something Completely Different…

    And Now for Something Completely Different…

    August 15, 2016
    Phlur is out to make you rethink fragrance packaging.

  • Individualism IS The American Way

    Individualism IS The American Way

    Tom Branna, Editorial Director||August 15, 2016
    Why blue hair and BB creams still thrill US consumers.

  • Red, Black & Blue

    Red, Black & Blue

    August 8, 2016
    No matter who wins the US Presidential election, Americans expect their finances to get bloodied and bruised in 2017.

  • Athletes, Not Objects

    Athletes, Not Objects

    Nancy Jeffries, Contributing Editor||August 1, 2016
    Dove Unveils My Beauty billboard in Times Square.

  • Patent Update

    Patent Update

    July 28, 2016
    Three-layered hair product from Lauder, palm oil extracts for wrinkle treatment and more in recently awarded patents.

  • Pushin’ the Cushion

    Pushin’ the Cushion

    Christine Esposito, Associate Editor||July 26, 2016
    AmorePacific, the creator of the cushion compact, continues to improve its unique product.

  • Senior Skin Care

    Senior Skin Care

    Christine Esposito, Associate Editor||July 19, 2016
    McCord Research and Product Quest Manufacturing roll out new hospital-grade skin care kits for seniors to use at home.