Sandy Sanchez, however, sees this as an attempt to build brand awareness and loyalty at a young age. “Yeah. I think it’s a money-making gig, and they’re trying to target a young audience,” says Sandy Sanchez, a Texas mom to a 10-year-old girl. “They’re trying to get them as customers their whole life.” But Sanchez believes the focus for these tweens should not be on enhancing their already beautiful, natural looks. “What we emphasize is healthy exercise. That’s what is more beautiful, says Sanchez. “I think it sends the wrong message. I think they need to develop their self-esteem before they put on a bunch of cosmetics.