Church & Dwight Co., Inc., parent company of the Nair line of products, unveiled a new hair removal product earlier this year aimed at 10 to 15 year olds. The product is called Nair Pretty and has been advertised in magazines such as CosmoGirl and Seventeen in order to reach “first-time hair removers.” The company has also targeted magazines such as Redbook in order to reach out to mothers who might buy toiletries for their daughters.

Ads for the products show cartoon caricatures of young girls and include sayings such as “I am committed”, “I am a citizen of the world” and “I am unstoppable.”

Bill Boraczek, senior vice president for marketing at Nair competitor Sally Hansen, had this to say:

“Hair removal skews higher with teens. 26 percent of the usage is with girls between 12 and 19, while it only represents 13 percent of the population; we’ve always been strong with this demographic.”

Commentary: WTF? Seems a little extreme and unfortunate to us.