What is gendered education and its negative effects on young children?
Gendered education refers to the idea that children are conditioned from a very young age to conform to traditional gender norms and roles. This is manifested by the distinction between activities, toys and products intended for boys and girls.
This is known as gender stereotypes. (Somewhat in the style of those denounced in the introduction of this article: pink and princesses for girls, blue and little soldiers for boys.)
Unfortunately, this approach has negative consequences for young children.
Indeed, when children are raised with this perspective, it limits their freedom to explore and develop their personal interests. Girls are often encouraged to be interested in domestic activities, dolls and soft colors, while boys are encouraged to be interested in cars, sports and bright colors.
The consequences could be as such: a little boy who wouldn't dare to take dance classes or grow long hair, who could be deprived of the opportunity to develop his artistic talents or to feel comfortable in his personal expression.
Similarly, a little girl who might think she isn't strong enough for a certain sport could deprive herself of the opportunity to develop her self-confidence and discover new passions.
It is important to understand that every child is unique and has the right to express their personality without being constrained by expectations based on their gender. By offering children equal opportunities to explore different areas of interest, we foster their personal development and fulfillment.
What about gendered marketing?
The definition of gendered marketing is as such:
It is marketing that consists of promoting products or services based on a principle of gender segmentation. Therefore, it differentiates the products or services sold according to the target audience they are aimed at, based on a separation between men and women.
Initially, our children are innocent, without prejudice. However, the use of gendered marketing risks conditioning them to become trapped in gender stereotypes.
Non-gendered cosmetic products:
Objectively, before puberty, a child's skin, whether boy or girl, behaves identically.
Indeed, the hygiene of girls' intimate areas requires the use of a neutral pH product (thus acidic) that respects the microbiome of this fragile area.
It is therefore totally ridiculous to add this gender filter to cosmetic products intended for children.
Our approach to fighting against gender marketing:
Our mascots
It starts with our beloved mascots: LiLi and KiWi!
LiLi, the mischievous, greedy, curious young rhinoceros who never stops dreaming!
KiWi, the calm, neat little bird, always attentive to the needs of others.
They are nothing without each other and we designed them so that children can easily identify with them.
Our colors and packaging:
As you have probably noticed, we have made a rather clear choice in terms of packaging colors...
Coral: not really red, nor orange, nor pink... A beautiful luminous, joyful color that evokes laughter and the joys of childhood.
Sea Green: some see it as green, others as blue, what is certain is that this color creates a good mood and serenity while being sparkling.
The shapes of our bottles also do not follow the classic codes of gendered marketing: no flowers, no trucks, no skulls or little hearts.
Just bottles designed for ergonomics, with pleasant and funny shapes, we focused our choice on practicality and visual softness!
The scents/flavors of our products
And finally our scents! The cliché of gender marketing would have us use floral scents for girls, and rather musky, woody ones for boys.
Instead, we opted for vitamin-rich scents that children recognize and, most importantly, are allergen-free.
Indeed, woody or floral scents can contain molecules or active extracts that can cause allergic reactions.
Unlike fruity scents, which generally contain esters, which are much less active molecules.
Do not create difference
Have you ever noticed how a young child is constantly discovering? Ultimately, they marvel at everything with new eyes. Prejudices and other stereotypes are often acquired through their environment.
Take, for example, a kindergarten child who describes their dark-skinned classmate using the color of their clothes rather than their skin.
By sensitizing children from a young age to the importance of equality and respect, we contribute to building a society more oriented towards understanding and accepting diversity.
Not to mention that in adolescence, for example, the personality and identity of our children will be shaken up enough as it is. It is therefore essential to offer them a safe and benevolent environment where they can freely explore and express their individuality.
Ultimately, it is essential to challenge gender stereotypes in all aspects of life, including personal care products.
By offering non-gendered care products, we create a more inclusive and egalitarian world for everyone.
Allowing our children to grow up with confidence!
Does this article inspire a question or a comment? Feel free to write to us at coucou@lilikiwi.fr