Hi, Jess. I am new to your shores, having sailed over here from Val Monroe's HNTFUYF. Many moons ago, I worked for a major cosmetics company, followed by a stint with a venerable name in fashion. Both places taught me in an oblique way what you're zeroing in on: that there is a stark difference between need and want.
In our hierarchical system of Capitalism, where every single thing about our lives, minds, and bodies ultimately is commoditized and funneled upwards toward, what else? the capital, ie, the "head" of things which is at this point only about .0000001 of us, it is very easy for our brains to bypass any channels of discernment between need and want.
That is because as all the things which sustain us, including all the world's natural resources, but also our minds and bodies, are funneled up the chain of commerce, we are aware that we are diminished and so the closer we can stay to the capital, the safer we feel -- this fear makes us *want* to *need* things, including our beauty or the perception of it as defined by whoever is at the head of the chain.
So, whenever these bullshit artists (some of whom are really just clueless and out of touch more than they are evil, but there is plenty of evil) start crowing about needs, what they are really doing is exacerbating our fears at a reptilian brain level that imminently, we will not have access to the resources we need to survive.
That's the insidious part. It's not just that the industry makes us feel like shit about ourselves and makes us think we not only "crave" their products, but *must*have them, it literally plays into our existential fear that if we do not buy their shit, we will cease to exist.
This, their marketing campaign, is infuriating…for so many reasons my head is spinning. From infantilism, to talking down to its target audience, to a complete misunderstanding of this generation and cultural moment. What grown ass person who has fought for equal human rights wants to buy a product that is labeled “spoiled child?” And their assertion that “this generation” does not want to use the term “anti?” What?! Have they met a teenager or young adult growing up in this current geo-political moment? I have a teenager and 1. They do not feel excited or hopeful in the current trajectory of “their future,” 2. No “product” is going to change that, and 3. They are very very “anti” a whole shitload of things..from anti-racism to anti-capitalism and every “anti” in between.
Is it wrong for me to want capitalism (in its current nearsighted and unequal mutated-marketing iteration) to implode in on itself? Because THAT is what this “campaign” ignites in me: infuriated nihilism.
I feel like it is hard for me to get excited over any beauty brands nowadays and this new one is definitely not doing it for me either. Sleek little bullet-shaped serums... so gimmicky. I can get jazzed over my plain old jojoba oil or that rose mask recipe you shared last week. This aside, fear-based marketing is very real and can be wildly successful. I know this first-hand because I frequently used this tactic while writing ad copy. Although I'm not coming from the beauty industry, it is disheartening to see it used on products like these which cause such disruptions to our self esteem and those of our future generations.
The irony of this brand calling itself “empowering” when it chose the most infantilizing name possible is unreal. Nothing like being compared to a vulnerable, weak, helpless child to make you feel empowered!!
“Getting old is getting old” also implies that it can from now on be avoided by women ‘in the know’… Wait, where have I seen how this poisonous delusion plays out - oh I know, it’s Death Becomes Her! And Snow White!
Hi, Jess. I am new to your shores, having sailed over here from Val Monroe's HNTFUYF. Many moons ago, I worked for a major cosmetics company, followed by a stint with a venerable name in fashion. Both places taught me in an oblique way what you're zeroing in on: that there is a stark difference between need and want.
In our hierarchical system of Capitalism, where every single thing about our lives, minds, and bodies ultimately is commoditized and funneled upwards toward, what else? the capital, ie, the "head" of things which is at this point only about .0000001 of us, it is very easy for our brains to bypass any channels of discernment between need and want.
That is because as all the things which sustain us, including all the world's natural resources, but also our minds and bodies, are funneled up the chain of commerce, we are aware that we are diminished and so the closer we can stay to the capital, the safer we feel -- this fear makes us *want* to *need* things, including our beauty or the perception of it as defined by whoever is at the head of the chain.
So, whenever these bullshit artists (some of whom are really just clueless and out of touch more than they are evil, but there is plenty of evil) start crowing about needs, what they are really doing is exacerbating our fears at a reptilian brain level that imminently, we will not have access to the resources we need to survive.
That's the insidious part. It's not just that the industry makes us feel like shit about ourselves and makes us think we not only "crave" their products, but *must*have them, it literally plays into our existential fear that if we do not buy their shit, we will cease to exist.
This, their marketing campaign, is infuriating…for so many reasons my head is spinning. From infantilism, to talking down to its target audience, to a complete misunderstanding of this generation and cultural moment. What grown ass person who has fought for equal human rights wants to buy a product that is labeled “spoiled child?” And their assertion that “this generation” does not want to use the term “anti?” What?! Have they met a teenager or young adult growing up in this current geo-political moment? I have a teenager and 1. They do not feel excited or hopeful in the current trajectory of “their future,” 2. No “product” is going to change that, and 3. They are very very “anti” a whole shitload of things..from anti-racism to anti-capitalism and every “anti” in between.
Is it wrong for me to want capitalism (in its current nearsighted and unequal mutated-marketing iteration) to implode in on itself? Because THAT is what this “campaign” ignites in me: infuriated nihilism.
I feel like it is hard for me to get excited over any beauty brands nowadays and this new one is definitely not doing it for me either. Sleek little bullet-shaped serums... so gimmicky. I can get jazzed over my plain old jojoba oil or that rose mask recipe you shared last week. This aside, fear-based marketing is very real and can be wildly successful. I know this first-hand because I frequently used this tactic while writing ad copy. Although I'm not coming from the beauty industry, it is disheartening to see it used on products like these which cause such disruptions to our self esteem and those of our future generations.
The irony of this brand calling itself “empowering” when it chose the most infantilizing name possible is unreal. Nothing like being compared to a vulnerable, weak, helpless child to make you feel empowered!!
“Getting old is getting old” also implies that it can from now on be avoided by women ‘in the know’… Wait, where have I seen how this poisonous delusion plays out - oh I know, it’s Death Becomes Her! And Snow White!