I haven't seen it in person yet, so I can't speak with certainty, but it's definitely geared toward adults -- though I'm guessing a few little girls will see Kitty and ooh and aah as well. It's definitely for a girlier type of lady. I'm intrigued by the nail art, but most of the other things are a little softer and shinier than what I go for.
I'm not pro or con on this stuff and I just can't figure it out. Is it trying to reach a younger market sorta making them yearn to wear makeup when mommy says "when you're a bit older", is it just a cutesy/collector/fun thing, is it serious makeup? I'm so confused.