Make-up and Hot Pink Toenails- Not Just a Girl Thing
by Melanie Klein
My toddler son has a thing for all things wheeled. He can easily distinguish a skip loader from a backhoe and a semi-truck from a dump truck. He’s also intrigued by my jewelery box, stacking bracelets high up his pudgy arms. After watching Mommy’s daily morning ritual of applying some eyeshadow and liquid liner on countless occasions, it’s none too surprising that he’s fascinated by my make-up box, eager to smear eyeshadow across his eyelids (forehead, nose and cheeks). My friend’s little boy loved sparkly ballet flats and dollhouses while another’s had a penchant for his sister’s pink tutu and glittered angel wings.
These boys are commonplace-and not represented in mainstream pop culture. There’s no room for these normal explorations in our hyper-segmented world of marketing. And, as a tragic example further down in this post will show, these normal, healthy childhood curiosities and small pleasures are usually quickly beaten out of boys, figuratively and literally.
Given this heavily color-coded world of children’s play, policed through gendered toy ads, catalogs and cartoons, this J. Crew advertisement comes as a breath of fresh air.Without eliciting much fanfare, a young boy and his mother are shown spending “quality time” together by painting their toenails. Hot. Pink.
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