Why is MAC Basic Bitch Acceptable?

“Basic,” as an insult has been a thing for several years now. Paired with, “bitch,” for most millennial sorts it conjures certain imagery (UGGs, PSLs?) that some find funny or #relatable.

I’m not a fan of using the word, “bitch,” as a deprecating term of endearment amongst girlfriends. To me, it isn’t cute or clever; it is catty and perhaps trying too hard to be edgy. It’s clear that when we do use such words in those context, others do not understand when and why they should not use those words, too. Bottom line, the term is pejorative. You aren’t taking, “bitch,” back.

MAC Basic Bitch – Wait, What?

So when an e-mail from MAC Cosmetics with the subject line, “Get the Basic Bitch Look! Available In-Store and Online,” landed in my inbox last month, I was surprised. I hardly feel it is appropriate coming from a company!

Here’s a screenshot of the message. The graphic is a gif and would change between what is shown below and another shimmery, light-smoky eye look.

Why is MAC Basic Bitch Acceptable?

Why?!

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Curled my Lashes, Bent my No Buy with the Shiseido Eyelash Curler

No Buy

I’ve been on a No Buy for the better part of a year. If you’re a regular, you’re probably tired of hearing about it. The truth is, it is an interesting balance – writing a beauty blog without buying product. If you’re sick of hearing it, sorry. If not, carry on.

My eyelash curler broke recently. I’ve had it for years and, frankly, didn’t treat it very well. I didn’t have a backup so I determined a replacement was warranted. Overall life-choices wise, I try to buy the best version of a tool I reasonably can. Ultimately, I decided that I would go for a cult classic – either Shiseido or Shu Uemera. Both are renown for their effectiveness and longevity.

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August 2017 Favorites

August 2017 Favorites
August 2017 Favorites
1. Real Techniques Deluxe Crease Brush (part of a set), $9 / 2. Urban Decay Naked2 Basics, $29 / 3. Silkn ReVit, $80 / 4. Haier 1.0 Cu Ft Washer, $1.99

Details on my August 2017 Favorites after the jump. One is preeeetty mundane, but is a huge quality-of-life enhancement for me…so I’m excited!

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Chatter: Trying to be Edgy

Nobody likes a tryhard, yet so many brands are trying to be edgy lately. I’m not offput by crude humor in the slightest, but I can’t help but feel like brands are desperately grasping more and more for attention via punchy names and claims.

Isn’t it a little tired? Isn’t it enough to have a great product and solid marketing?

Brands

NARS Orgasm has been out for ages and the name makes sense for the color they are suggesting it is inspired by. It doesn’t strike me as tawdry even if the average shopper would feel unnerved asking for it by name in Sephora.

Too Faced Better Than Sex mascara isn’t a particularly nice formula – but oh man, such an edgy name! There are plenty of other products out there that are trying a bit too hard. Some are good, some are clearly banking on their shady name to make sales.

Trying to be Edgy

Oh, marketing. Urban Decay has a history of products with shady names. Okay, it’s one thing to name a color something off-beat. They’ve teased their new Troublemaker mascara which is, allegedly, “sex proof.”

Okay Urban Decay; I know that Wende founded the brand with the aim of going against the grain. With an effortless edginess in mind. But in their tagline, “Beauty with an Edge.” But isn’t marketing, “sex-proof,” mascara trying to be edgy a little (a lot) harder than is necessary?

Urban Decay themselves state on the product site:

Troublemaker holds up in hot and heavy situations and still looks good in the morning. We tested it ourselves, and it lasted through saunas, snowboarding and sex!

One – all of your consumers would expect you to test products in-house before releasing them. Two, gee UD, bet all of those were very stringent tests.

Why would you leave makeup on in a sauna? Just sayin’.

Reviews

Urban Decay’s site suggests there are five reviews to the product so far. When you click the link, however, it takes you to a blank review section.

Trying to be edgy? Urban Decay's latest mascara sure is.

Other accounts on the internet from people who got them early are besides themselves (with glee) with how scandalous the claims are, proudly proclaiming that, “it’s totally true!”

Oh good, now we can all sleep at night,

The Bottom Line

I’m not sure when Troublemaker releases but I don’t plan to buy. My criticism for their (and many other brands’) marketing strategy isn’t the main reason why, however. In general, I’m not keen on splashing out on prestige mascaras but that isn’t helped by trying too hard to be edgy. I will not be trying this unless I come across a sample tube.

Seriously, how much of their clientele was reaching out to them and going, “Hey Urban Decay, your products are really great but there’s just this void in my life and in the market. I really need a mascara that can withstand–“

Cool Beauty Products I’ve Seen Lately

Being a blogger on a no buy is a challenging position to be in. I ought to remain at least vaguely aware of wtf is happening (ABH Subculture) and what cool beauty products are launching. ALl oh this, of course, without becoming tempted enough to make purchases.

You are cordially invited to join me in marveling at my first world problems.

Anyway, as a result of

  • trying to stay at least semi-abreast of what is coming out or
  • shopping for other things and seeing ads or seeing unrelated albeit interesting search results and
  • occasionally tagging along with a coworker to Ulta during lunch to help her with product recommendations
–I’ve seen some cool beauty products lately! I haven’t purchased any of these items, but I wanted to share what caught my eye.

Cool Beauty Products I've Seen Lately - Hourglass Ambient Lighting Blush Mini

Hourglass Ambient Lighting Blush Mini

I’ve tried an Hourglass mini before, but ultimately invested in the full sized product because, well, the product is fantastic. I imagine that’s no different with the Ambient Lighting Blushes, but let’s say you’re gift shopping and have a limit of $25-30. This little one, currently only available in Mood Exposure, runs $24.

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