Any purchase of these shoes comes with a free make-up set which neatly doubles as a mobile phone. In the advert, the girls are shown gleefully smearing lip gloss, eye shadow and blusher across their little cherubic faces whilst pretending to phone one another and chatting in whiny American accents.
Sparkly shoes aside, this advert throws up a subject that many people feel very strongly about: the use of make-up on little girls.
I'll start with my opinion: DON'T PUT MAKE-UP ON LITTLE GIRLS.
An inch-thick layer of foundation slathered on their downy cheeks will serve only to choke their little pores. They'll end up looking like those rather hideous beauty pageant contestants you find in Texas. They're children, for crying out loud. Keep them innocent for as long as possible - soon enough they'll be teenagers, at which point you won't be able to keep them away from the Max Factor, or L'Oreal, or Maybelline, or whatever.
But this isn't just about me, and so I asked for the opinions of other parents via Twitter, forums and my blog, asking how they felt about their girls wearing make-up. A common theme soon became apparent.
It's an almost inevitable part of growing up, it seems; but the majority of mums that I spoke to were resolute in ensuring any make-up play stayed firmly within the house. "My daughter has had a little make-up box she's played with since she was five." says Lynne, from West Lothian. "She likes painting her nails and putting one eye shadow and lipstick, but it is for her to play with in the house. I wouldn't let her go outside with her make up on until she's older."
Her opinion is echoed by Helen. "My dear daughter has 'play make-up' that she'll put on when dressing up in her princess dresses, and she had lip gloss on at Christmas," she says, "but I'd never allow her to go out with make up on on a day to day basis."
So what age do mothers feel it is OK for their daughters to wear make-up outside the house? It seems, from the small group of mothers I spoke to, that this is a privilege reserved only for teenage years – a reflection of the restrictions imposed during their own childhood.
"I started wearing make-up when I was 13," recalls Lacey's mummy. "In my opinion, let them stay young for as long as possible." Becky, who works in cosmetics, only started wearing make-up when she was around 17; 'Princess' started wearing a full face of make-up when she was 14, and even then on weekends only.
More:Advice And Health
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