LITTLE MISS PAMPERED Meet the Preteens Who Spend Hundreds of Pounds on Their Beauty Treatments

By Appleyard, Diana | Daily Mail (London), August 15, 2003 | Go to article overview

LITTLE MISS PAMPERED Meet the Preteens Who Spend Hundreds of Pounds on Their Beauty Treatments


Appleyard, Diana, Daily Mail (London)


Byline: DIANA APPLEYARD

A BEAUTY salon sparked a furore yesterday, offering leg waxing and facials to girls as young as six. So should children be having such treatments before they've even left primary school? DIANA APPLEYARD talks to the mothers of five high-maintenance girls about why they're happy to spend so much on their daughters' beauty routines.

JORDAAN SHELLEY, 11, lives with her mother, Nikki, in Little Venice, London. Nikki, who is separated from her husband, works as an office manager for Next, and Jordaan attends a private day school. Nikki says:

GENERALLY, I spend at least [pounds sterling]100 a month on Jordaan's beauty treatments because she's obsessed by the way she looks. But I don't mind because she's such a pretty little girl.

She has [pounds sterling]40 facials as well as [pounds sterling]35 manicures and pedicures at the Hair And Tanning Studio near our home. My mother thinks it's too much, too young, but girls of her age at private schools in London live such incredible lives now.

In fact, I think she has a more glamorous social life than I do. She goes to dinner at the Dorchester with her schoolfriends and has lunch at Le Caprice.

When you're out at those sort of places, you have to look good, so I don't mind her having treatments.

I love them, too, and go to the beauty salon at least twice a week.

Every morning, she spends an hour in front of the mirror getting her hair just right and another half an hour choosing what to wear.

Luckily, she's not allowed to wear makeup to school because she would have to get up even earlier. She also loves long, false acrylic nails, so she looks like a real glamourpuss when she goes out.

Even her moisturiser costs [pounds sterling]20 because she uses the trendy Benefit range.

She was about eight when she first started having treatments. I do worry a bit about the facials because I don't think using so many products is good for young skin. But she knows her own mind and it makes her feel grown up.

It was her birthday recently and I treated her and a friend to a full makeover at the salon, which cost me [pounds sterling]150.

Most of the parties she goes to are makeovers and the girls come home with purple streaks in their hair, henna tattoos and glittery makeup. I think it's fun and is more like dressing up than a desire to look sexy.

But sometimes I do worry that she is a little obsessed by her appearance.

If she thinks she doesn't look as good as she wants to, she gets upset.

She pores over Hello! magazine because she wants to look like the glamorous It-girls they feature on every page. It makes me laugh because at her age I was still dressing in frumpy clothes and sandals.

It is an indulgence to let Jordaan have beauty treatments so young, but she loves it so much and I trust our beauty therapist not to do anything that would harm her skin.

They are growing up so much more quickly now and want to look fantastic.

I've reaped the benefits of regular beauty treatments, so I don't see why Jordaan shouldn't get into the habit.

Jordaan says: I love dressing up and having beauty treatments.

It's a big part of my life. It's definitely the 'in' thing at the moment.

Mum is really kind and treats me, and we enjoy going to the salon together.

JADE NEVILLE, 11, a weekly boarder at a school in Kent, lives in Kensington, West London.

Her mother, Sally, 50, is an actress, and her stepfather Jeremy, 50, is a property developer. Jade's beauty treatments cost at least [pounds sterling]100 a month.

Sally says:

JADE loves beauty treatments as much as I do and, when she's not at school, she has a [pounds sterling]35 manicure and pedicure most weeks.

She also has an expensive hair cut, and buying all her beauty products adds up. …

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