They're not skipping rope or playing jacks so much anymore; nowadays, young girls are flocking to spas, just like Sweet & Sassy that caters to the twelve and younger set. How young? As the receptionist said, "As long as they're potty trained."
Here's what the company says about itself: "Sweet & Sassy is the ultimate salon, spa, and party place, specializing in girls' celebrations. With a child-friendly fashion runway, pink party limo, pop star and princess parties, and an offering of spa-inspired services tailor-made for the toddler to tween crowd, our fast-growing franchise operation is quickly becoming the known party destination and pampering headquarters for the next generation of American girls . . . Unique features include a multi-colored, plush mini-pedicure pit, a unique awe-inspiring ear-piercing zone, and a girl-wowing celebration area complete with globe lights, runway, and a reflective disco ball. The latest must-have products for tweens are offered in the Sassy Shoppe . . ." Oh, yes, little boys can get haircuts cut there, too.
As they say, at Sweet & Sassy you can go a la carte or opt for a package, such as "Diva for a Day" and "Pampered Princess." Meanwhile, their "unforgettable parties" come complete with fashion makeovers and modeling on the runway showing off "the hottest designs." You get the idea. Popular, indeed, and it's not just girls who are raving. Take, for instance, this online review: "I had my daughter Renee's 7th birthday party at Sweet & Sassy. The Pop Star theme is so much fun! The girls enjoyed having their nails done, make-up, hair and singing karaoke. The LIMO is a MUST have indulgence, even if it's only one way!"
Countless other glowing testimonials reflect that mom's enthusiasm, so no wonder business is booming. In fact, the company estimates that the children- and tween-focused industry has already brought in .32 billion and is growing rapidly.
So take heed. The NPD Group estimates that eight-to-twelve-year-old girls spend more than million dollars a month on beauty products. And as Newsweek's Jessica Bennett reports, equally startling are the findings of market researcher Experian: 43% of six-to-nine-year-olds already use lipstick or gloss; 38% use hairstyling products, and 12% use other cosmetics. Meanwhile, stores now sell bras for seven-year-olds, stationary portraying the Playboy bunny, and tracksuits with 'Juicy' emblazoned on the rear.
Jenn Berman, Ph.D., family therapist and author of The A to Z Guide to Raising Happy, Confident Children, recently told The Early Show's Maggie Rodriguez, "One of the things that parents have to realize is that society is sending a message to girls, in particular, that their value is being beautiful, being thin, and being hot, and we really don't need our five-year-old girls to think that's what they are about."
And for parents who frequently take their daughters to spas such as Sweet & Sassy, she has this cautionary reminder: "Playing dress-up or going to the salon on a special occasion, like a birthday, isn't a bad thing, but when a child starts going for regular manicures, pedicures, and facials, it becomes problematic."
