Previously known as the Family Bookstores Company, Grand Rapids, Michigan – based Family Christian got its start in 1932. And its new Cupcakes and Jesus collection is now being sold nationwide in the company’s own retail shops and through their ecommerce channel as well.
Alternative agenda
The company “sells Christian-themed merchandise, including Bibles [and] home décor items,” as Bloomberg.com puts it. And the Family Christian press release about the new girls’ brand explains that it is, “designed for young girls and tweens, and inspired by a need for alternatives from secular clothing and accessory options, Cupcakes and Jesus gives parents and children positive, inspirational messages that help reinforce Christian values in young girls' lives.”
The products feature quotes from the Bible and other feel-good phrases like, shine bright, be bold, Jesus is so sweet, and you are altogether beautiful my love; there is no flaw in you.
Esteem and empowerment
The cosmetics and other Jesus and Cupcakes items are being marketed as body-positive and esteem building products for girls.
“The Cupcakes and Jesus line is all about empowering girls and offering them reminders and messaging that honor the true value of every girl,” affirms Donna Hunter, senior vice president and chief merchandising officer for Family Christian, in the company press release about the launch.
“When young girls feel powerful, they make positive choices and do positive things for others,” believes Hunter. “Cupcakes and Jesus products are designed to encourage girls as they grow, while giving them fashionable accessory options to utilize in their everyday life.”
Product assortment
Jesus and Cupcakes items are all priced under $30. The personal care products included in the portfolio comprise, bubble bath, body lotion, lip balm pods (reminiscent of eos lip care), conventional lip balm, nail polish, hand sanitizer, and more.