After realizing that there are limited healthy skin products on the market, mother of two Tameka Linnell decided it was time to create her own healthy line. With the help of her husband, Linnell created “Joon” in November 2010 which an all natural skin care line for tween girls.
Joon hits a small demographic of 6 to 12 year old girls. Normally what’s on the market are brands that focus on pop culture cartoons and with little emphasis on ingredients but Joon offers playful advertising that will attract that young age group. Ingredients are highlighted as pictures so parents could see what exactly goes into the product, ideal for parents that have children that have severe allergies and need to know the origin of ingredients. The price makes it even more attractive for parents that need to buy things on a budget, they are all under $8.99and can be purchased at some Whole Foods but primarily on their website. Joon promises:
- Gentle and safe formulas
- No parabens
- No mineral oils
- No phthalates
- No sodium laureth sulfates or sodium lauryl sulfates
- No animal ingredients
- NEVER tested on animals
Joon misses a big market, boys. Had this product been more gender neutral they would be able to appease both sides and probably attract a bigger age group. Also products tend to be on the small size. A cleanser for 5.99 is only 2oz which is a small number, given that kids tend to get messy a lot. Offerings at the moment are also limited, currently you can buy: body cream, face wash, sparkle body cream, body mist, cream with SPF 15, body wash, and lip shine.
This brand is trying to hit one target demographic and is doing so, namely because selling cheap- healthy cosmetics to tweens isn’t common. But once kids get older, they might find this brand to be a bit more childish and move away from it. A better alternative might be to try buying a cleanser that appeals to the entire family so that children grow up with one brand. Mad Hippie cleanser is a low cost cleanser that is good for you, and once the kids become teens they’ll think it’s cool that they’ve been using products that are good for their skin. There are great brands out there and they’re dropping in price so don’t feel limited to buying your kids Joon.