Bum Bum Set: The Butt Kit Sold at a Price to Kids

Body cream, shower gel, and scented spray to spray everywhere, scented with pistachio and salted caramel, a golden yellow package: this is the Bum Bum set (by the Sol de Janeiro brand), a bestseller among children at the modest price of 35 euros (including 4,5 euros for shipping).

What kids would make of such a package is anyone's guess, but it's clear that Bum Bum Set has become a textbook case in the cosmetics market for minors thanks to relentless campaigns on TikTok and social media. TikTok content dedicated to the set continues to rack up hundreds of millions of views, and the brand has become very popular among tweens and teens.

• Furthermore, the scent of pistachio, caramel, and vanilla, along with the bright packaging, are particularly attractive to younger consumers. The phenomenon of "Sephora Kids“: in recent years, many children and preteens have started buying beauty products normally intended for adults, including Bum Bum Sets. All because influencers, creators and celebrities have helped make the product a trendy and status object among teenagers and children.
• Finally, a fun fact: many children who use it often don't even know that the product is advertised with terms like "firming" or that the name "Bum Bum" refers to the buttocks. To them, it's simply a cream with a strong scent that they see being used on social media.

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