Bethany Conheeny takes two hours to get ready each morning.
A detailed inspection of her morning routine gives some indication why.
After washing her naturally wavy hair, she spritzes, sprays and straightens it with £120 designer ceramic straighteners.
If there's so much as a kink left, she starts again. She's rigorous in her cleansing, toning and moisturing routine, and before leaving the house, applies a slick of lip-gloss.
At the weekends, it takes longer. Bethany — who has £70 worth of beauty treatments each week, including a spray tan, pedicure, manicure and eyebrow wax — applies St Tropez blusher, pink eye shadow and mascara.
She prefers to use a Chanel foundation over her moisturiser, but as her 37-year-old mother Catherine, a qualified beautician, puts it, perhaps somewhat mildly: "She's a bit young for that."
She has a point. Bethany is nine years old.
Yet she's far from the only pre-teen beauty addict to seem more concerned about her make-up than her exam marks.
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Growing up too fast?: (l-r) Sarah-Jane Odell, aged 12, Belle Chapman, 11 and Karolina Jackson, 10
Take 11-year-old Belle Chapman. Last week, Belle, a naturally pretty brunette, turned to her mother Cheryl and said: "I must get my legs waxed again, they are getting so hairy."
Cheryl, a PR executive from Reigate in Surrey, says: "Her monthly waxing costs me about £30, and she regularly has her hair highlighted, which costs £60. "I spend more on beauty treatments for her than myself. She loves having facials. I put my foot down about her using tanning beds, but she is badgering me to have the latest spray-on tan. She's even had her arms waxed."
Old before her time? Bethany Conheeny, nine
Bethany is on the books of a Leeds modelling agency. Belle, meanwhile, has already had modelling assignments for children's clothes catalogues.
Depressingly - but somewhat predictably - Belle's role models read like a contents page for a cheap celebrity magazine.
Like many of her friends, she idolises Jordan, Victoria Beckham and Girls Aloud. And her mother says she can't see anything wrong with that.
"Belle's done a few modelling jobs, and would love to get into showbusiness," Cheryl says.
"It started when she was eight, and wanted highlights putting in her hair and her ears pierced. She said all her friends were having it done and so I let her. She's a determined girl, who likes to be thought of as cool.
"In many ways she isn't a child at all — her obsessions are clothes, hair and make-up.
"She adores pink clothes and goes out wearing tiny tops showing her tummy, skinny jeans and her Ugg boots. When I was her age I wore jeans and jumpers and enjoyed playing out. She hangs around with friends at the shops."
Cheryl is divorced and also has a 14-year-old son, Caspar. Despite paying for her little girl's waxing treatments, she does admit to being disturbed by the way her daughter dances.
"She does all this very sexy dancing, 'shaking your booty' I think it's called.
But she has no idea how sexual the moves are. I wonder what's going to be left for her when she actually becomes a teenager — where is it all headed?"
Indeed. Though it's impossible not to feel that Cheryl only has herself to blame for encouraging Belle to dress like an 18-year-old.
Surely, she and Bethany's mother Catherine could stop pandering to their daughters' unhealthy obsession with their looks and refuse to pay for it?
Catherine says: "If her nails need doing or the tan needs topping up, Bethany complains she doesn't feel right - a feeling lots of women can associate with."
Of course, the uncomfortable truth is that, like Belle, Bethany is not a woman, she's a child, one of thousands of young girls being bombarded by society's confused and damaging messages as they grow up — messages it appears are being reinforced by their mothers.
At a recent family party, Catherine recalls how a 14-year-old boy pursued her nine-year-old daughter.
"He wouldn't leave her alone all night, which made me feel very uncomfortable," says Catherine, who runs a furniture business with husband David, 42, in Huddersfield, West Yorkshire.
"But thankfully she told him she was nine and not interested in him.
"I felt a little guilty because of the part I play in Bethany looking older than she is, but all her friends are the same, and when she works hard at school I'm loath to deny her the beauty treats she loves."
Like the nymphets and faunlets in Nabokov's novel Lolita, British society, it seems, is fast breeding a generation of young girls being sexualised before their bodies have had time to develop.
It's a phenomenon once largely associated with America, where the spotlight fell on the high-pressure world of child pageants following the brutal, unsolved murder of six-year-old child model JonBenet Ramsey in 1996.
Now those same contests are being held up and down this country and children's charities are expressing concern.
Last week, it was reported that paedophiles were having online conversations about one British child pageant regular — 11-year-old Sasha Bennington. Sasha — with her bleach blonde hair and blue eyes — was a finalist in the Miss British Isles contest last year.
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