Whilst scrolling through my Instgram feed at the weekend I spotted an upload by one of my favourite high street retailers – Primark.
After reading the caption I couldn’t believe that this had actually been uploaded. Of course I understand that it’s a bit of ‘banter’ and fans in there late teens will buy because they like 1D, not necessarily to impress them. What about the fans who are as young as 8, who adore everything about 1D, who genuinely believe this will make their favourite member of 1D ‘notice them?’

It’s not even that, that is my main issue really. It’s the fact that Primark are enforcing the thought we don’t want any young girl to think. Wear make-up for the boys…!?


We wear make-up because we want to, whether that’s because it gives us confidence or we just like playing with it. And if you don’t want to wear it, thats fine. THAT is what we should be telling young girls!

I’m all for young girls playing with make-up, I’m sure we were all bought little make-up sets and nail polish as children. If they’re interested in it, then why not? I just don’t agree with young girls being led to believe that they NEED make-up to impress boys and they ONLY wear make-up to impress boys.

We are all aware that the younger generation are growing up quicker than children used to. I didn’t start experimenting with make-up until I was about 14, and didn’t start really enjoying it until I was 18. The exposure to ‘perfect’ celebrities, models and other role models has increased massively due to social media and how we can gain so much insight into our favourite celeb’s life. Even people who spend time talking to a camera and uploading videos to YouTube are becoming role models for thousands of young children.

This is why I think these role models need to be aware of their influence, the extent of it and WHO they are influencing. Make-up shouldn’t be seen as a tool to impress the boys, although I’m sure Sarah from The Apprentice will find that hard to believe…

Brands have just as much responsibility, but some clearly don’t take this serious enough. I’m not slamming Primark, but when you are a hugely influential brand you can’t afford slip ups like this one. What makes it worse, is that they still have this on their Instagram.

I’d love your opinions on this, I’d hate for any of my children grow up believe that make-up is a tool used to simply attract the boys…

EDIT: Since writing this post, Primark have seen it & removed the offending Instagram post. Of course this isn’t huge, but I think it shows how brands are being forced to listen to customers due to the ‘power’ they have. I for one are a happy bunny knowing they have seen their error (even if it did take customers kicking up a fuss) 🙂


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  1. I saw the exact same post this weekend and had the exact same thoughts. It’s completely the wrong message to be sending out to young girls who are at an age where they are vet easy influenced, I also worry that with the hysteria around One Direction that these girls are actually going to think that Harry Styles is gonna notice them for having a bit of eyeshadow on..


  2. You make some really interesting comments here, but I think that this might be blown a little out if proportion. Yes, it was a bit of a stupid comment for Primark to make, but they’re trying to sell products, and anything with even a hint of one direction about it is going to make them big money, so that was their angle. I agree that we shouldn’t be telling impressionable young children ‘this boy will like you if you wea this shade of eyeshadow/any eyeshadow at all’, but I actually would never have the confidence to approach a man I didn’t know if I was bare faced. Likewise, if I’m going on a date then yes I’ll wear makeup to make myself more confident, but I also do it because I want that person to feel attracted to me, and don’t mind if it takes a bit of mascara and concealer to help that along. So yes, I am guilty of wearing makeup for men and for myself – it doesn’t make me any less of a modern woman for it.

    I’ve got 100% respect for your sentiment, but I honestly think that this was an innocent comment on Primark’s part. A very interesting, informative and well put together post though even if our opinions do differ 🙂 x



    1. Huh, in my experience it’s not very common to find a woman openly stating that she wears makeup to attract opposite sex! I feel like that kind of approach to makeup has been looked down at lately, mostly thanks to men who decided to have a say on what women should look like and how much makeup they should wear, which in return turned women to denying that makeup had anything to do with wanting to be attractive to those overly opinionated male asses. And so it rolled! I personally think makeup is mostly for fun and creativity, but I won’t deny it makes me happy when my husband compliments on it! Kudos to you for sharing your viewpoint!


  3. If women think that they should wear makeup for guys it’s their desicion. I hate the fact that men ALWAYS assume we wear makeup for them. Great post, I haven’t seen this post on Instagram and I’m glad I did now. It’s good to be aware to these kind of things. Zoe xxx


  4. It terrifies me the society kids are growing up in these days, really, I don’t think I could survive it myself! There’s so much pressure coming from any and all angles, I’m surprised their little plaited heads haven’t exploded yet from the confusion and stress. I hate the way they try to make out like women and young girls NEED make up, that’s not what make up is about at all! It’s fun, it can be a hobby, it can be a way to express yourself, show off your creativity or simply boost your confidence, it’s not something we NEED to get through the day or get noticed by the right people, regardless of their sex. Young girls these days have a tough enough time thanks to the explosion of social media and the bombardment of photo-shopped imaged and a size obsessed culture, do we really need to put more on their plate, and in turn, give ourselves more the worry about as we watch them grow?

    Silly Primark, does someone not read what their social media people are putting out there BEFORE they click the submit button??

    Sarah 🙂

    Saloca in Wonderland


  5. I dunno about everyone else, but I certainly do not fork out £28 for a lipstick to impress anyone else. I do it for me. My boyfriend used to say I looked better without makeup, and now he’s learned that I don’t care. Purple lipstick is definitely not for the benefit of man.


  6. Amazing message. They are promoting a product, so I can see why some people may see this as blowing it up and out of proportion, but I think this photo opens up the wider message of how makeup and beauty are targeted to young girls. The messaging behind it and how the beauty industry and bloggers feed into this message.

    I entered the world of makeup mostly as experimentation. I didn’t end up doing it for boys or because I didn’t think I was pretty and needed to change things about myself. Young girls are really susceptible to messaging and even though I’m sure Primark didn’t mean anything by their post, it’s nice to be cognizant of how we promote beauty.

    Tiff | AMtoPM


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