Claire's

Protecting a Place Made Just for Girls

A cultural and audience strategy positioning Claire’s as a protector of girlhood, creating space for self-expression in a world that asks girls to grow up too fast.

The Ask

Make Claire’s top of mind for young girls and their guardians by reinforcing its role as a safe, age-appropriate space for self-expression, at a time when girlhood is being rushed, filtered, and pushed to grow up too fast.

The Guarded Guardian

They Don’t Want to Shelter Their Daughters From Self-Expression, They Want to Protect It.

Today’s guardians grew up in a different world, before social media, before constant comparison, before childhood felt so public.

Watching their daughters navigate beauty trends, filters, and “looking older,” they’re searching for spaces that preserve innocence without limiting expression.

Girlhood is Changing, Fast.

The world girls are growing up in looks nothing like it used to. Before they even reach double digits, many are navigating social platforms, beauty standards, and pressure to fit in.

Over half of girls ages 5–12 now wear makeup daily, a dramatic shift from just a generation ago.

Girlhood hasn’t disappeared, it’s being accelerated.

What’s Been Lost

The Disappearance of Girls-Only Spaces

With the closure of once-beloved retailers like Justice and Limited Too, girls have lost more than places to shop, they’ve lost environments designed just for them.

In their place are more mature brands and aesthetics that encourage girls to dress older, act older, and conform faster. The result is a retail landscape where girls are expected to grow up before they’re ready and where playful self-expression is increasingly limited.

Growing Up & Being a Girl

Girls are being pushed to mature early.
Guardians want to slow that down.
Brands don’t know where to meet them in between.

This creates a cultural gap, one that most retailers either ignore or exacerbate.

Girlhood Isn’t a Phase to Rush Through.

Claire’s doesn’t see girlhood as something to outgrow.
It sees it as a whole world to explore.

A world defined by curiosity, experimentation, joy, and creativity, where identity is discovered through play, not pressure.

The Claire’s Advantage

A Space Designed Entirely For Girls.

Unlike other retailers, Claire’s creates an environment where girls are the center—not an afterthought. With over 300 styles of earrings alone and endless ways to mix, match, and personalize, Claire’s gives girls the tools to express who they are on their own terms.

Here, self-expression isn’t restricted.
It’s celebrated.

Protect Girlhood

Protect Girlhood positions Claire’s as a champion for girls and the people who care for them.

Not by resisting change, but by creating space for age-appropriate exploration, creativity, and confidence. Claire’s becomes a partner to guardians, helping preserve the magic of girlhood while allowing girls to express themselves freely.

Claire’s Big Role

Hope for Girlhood.

While the world rushes girls toward adulthood, Claire’s gives them permission to stay where they are.

It becomes a safe space where individuality isn’t just accepted, it’s celebrated out loud. A place where girls can be girls, shop for products made just for them, and explore who they are without pressure to be anything else.

The Takeaway

Claire’s fills a cultural void left behind by the loss of girls-only spaces. By protecting girlhood rather than rushing it, the brand doesn’t just sell accessories, it safeguards a stage of life that deserves time, freedom, and joy.