The Crystallization of the Tween Market
4. Selling the in beTween
Selling the in beTween
Are you there God? It’s me Margaret.I just told my mother I want a bra.Please help me grow God. You know where.
—JUDY BLUME, 1970
I got my period in Grade 7. I was prepared for it, as I had read Judy Blume’s Are You There God? It’s Me, Margaret, at least three times by this point. But there was still the surprised panic of how I was going to handle it. Thankfully, my mother had already stocked the bathroom cupboard with about five different types of feminine hygiene products, from slender tampons to thick, bulky pads. There were other changes my mother helped me with as well. We had already gone to the Bay to buy a training bra where I was skillfully fitted by older ladies who wore their glasses on decorative chains around their necks. My Mom took me to the drugstore to buy the right antiperspirant, specially formulated “oily t-zone” skin wash for a young girl’s face and even small pink razors for my armpits. These were difficult years, none of my clothes fit properly, I was starting to develop breasts and of course the boys noticed. Like the other girls, I had to endure the scrutiny of boys on the school playground who either made comments about developing breasts, or about not having them. It seemed like it only took one week to go from being called “flat as a board...
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