11 is the new 20 in a 'model' world

It's never too young to look old on television. A clever stroke of brush, dark lipstick, skin-squeezing tops for a false cleavage and wigs — that's what admakers are using to turn a tween into a woman in a jiffy.

It's never too young to look old on television. A clever stroke of brush, dark lipstick, skin-squeezing tops for a false cleavage and wigs — that's what admakers are using to turn a tween into a woman in a jiffy.

City girls as young as 11 are being passed of as 20-somethings in print advertisements for anti-acne creams, cosmetics and even bridal wear. And, no one is complaining, barring a few concerned child welfare activists.

Model coordinators say it is the youngsters’ soft faces and blemish-free skin that makes clients opt for them over women that age.

The fact that they can get away with paying them much lesser than older models is an added advantage.

“Cosmetic companies are looking for girls as young as 13. Once they are 18 or 19, they are shown the door. The reason is that creams, soaps and cosmetic ads require fresh, young faces,” says Pranav Awasthi, director, Glitz Model Management.