Nudestix Hand Sanitizer Gel

It’s been a while since I’ve seen some exceptionally stupid beauty marketing, mostly because I haven’t been looking. During some idle browsing on a lazy Sunday morning, I came across Nudestix Hand Sanitizer Gel. It is a bit odd to see beauty retailers offering so many hand sanitizer products, but that’s the world we live in now. Tons of companies set forth to add hand sanitizers to their complement of products: chemical companies, spirits distilleries, beauty brands. Lo and behold, you can buy all manner of hand sanitizers at Sephora and Ulta now.

TL;DR Your Marketing is Bad

Sephora partnered with Nudestix to add this ethanol-based hand sanitizer, priced $10 for 16.9 fl oz, to their shelves. The listing says:

In partnership with proud Canadian company, Nudestix, Sephora Canada launched this good-for-skin antibacterial gel specifically for the global COVID-19 crisis. Unlike alcohol-based gels, the Nudestix ethanol-based gel hydrates and protects hands while banishing harmful bacteria.

You’ve Got to Be Kidding Me

K, few things. We’ll key in on the biggest chunk of stupidity right off the bat. I cannot believe I have to point this out, but ethanol is an alcohol. In fact, assuming you are not a chemist, it is the form of alcohol you are most familiar with. It is the type of alcohol that beverages contain. It is an alternative fuel. It has antiseptic properties, hence why it is used in hand sanitizers.

CoVid-19 Isn’t a F***ing Bacteria

Secondly, while properly formulated and used hand sanitizers are antibacterial in nature, their marketing focuses too much on this right now. CoVid-19 is not bacterial, it is viral. A high enough concentration of alcohol can kill it. That should be how Nudestix Hand Sanitizer Gel is positioned right now. Instead, the listing mentions that the product was prompted by CoVid and goes on to spout about it being antibacterial.

The Bottom Line

You won’t find a link to Nudestix Hand Sanitizer Gel in this post because I don’t want to encourage/support bad behavior. I frankly find it off-putting – if we have cosmetic companies producing product without the basic understanding that ethanol is an alcohol, how can we trust that their cosmetic formulations have safety and efficacy in mind? It makes me think of Sensationail’s claims about their gel nail cleanser (psst, you don’t need it).

I don’t know if this listing is the fault of some product marketing genius with Sephora or with Nudestix. I don’t know if they genuinely don’t know any better, or if they’re a little too at-ease with assuming their consumers are idiots. I’d sincerely hope at least somewhere in either org there is someone with enough basic chemistry know-how to discourage this sort of thing. Instead, if you want to buy hand sanitizer from a beauty brand, might I suggest Cinema Secrets with a 70% concentration?

Sephora Beauty Insider Marketing Emails

Lighting in Sephora

I planned to schedule a repost today, but I have a quick blurb I can share about Sephora Beauty Insider marketing emails.

Today, I received a run-of-the-mill message from Sephora reminding me that have Beauty Insider points to blow. Okay, fair, #justnormalthings.

The subject line, however, read:

679 points means limitless opportunities.

Limitless? Does it? I think by ascribing a value to it it is literally, by its very nature, limited. I don’t just get to walk into Sephora and demand a free Pat McGrath palette with my whopping 679 points. I can’t even get the Guerlain Power of the Orchid 750 point perk with my 679 points.

Sephora, what the hell. I understand you’re trying to entice me to try things and, subsequently, spend money (such is the nature of a marketing group), but come on. Don’t use silly language that is filled with holes to do so.

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?!

Read more

Worth it? bareMinerals Lash Domination Mascara

This is a legacy post from the archives that has been given a facelift. Content remains the same but may have been edited for readability/clarity.

bareMinerals Lash Domination mascarabareMinerals Lash Domination Mascara

Mineral makeup mogul bareMinerals happens to make my favorite-so-far mascara, the Flawless Definition Lengthening mascara. At some point in the last year or so, they added a new member to their lash line (ha), the (full name, deep breath) bareMinerals Lash Domination 10-in-1 Volumizing Mascara. I love edgy product names, except when I don’t.

Benefits

According to bareMinerals, it:

  • Volumizes
  • Lengthens
  • Thickens
  • Separates
  • Lifts
  • All-day wear
  • Mineral fortified
  • Resists clumps
  • Fights flakes
  • Smudge-resistant

Hrm. I don’t really count the last three as benefits, as any decent mascara should do that anyway, even one that costs me $3. Oh, but it has quinoa in it. I wonder if they’ll release a kale version?

GWP is Good Enough For Me (to try)

My sass aside, because I loved (and had not yet repurchased) the Flawless Definition mascara, I was very excited when I received this deluxe sample as GWP in a Sephora order I made months ago. I only opened it in late March (2014), however, because the drugstore product I was using was still good (and mascara shelf life rages me, so I try to avoid using multiples simultaneously); I did not want to set the clock ticking too soon.

Finally, the time came to crack ‘er open arrived. Because I decided to be edgy like the product and not look up reviews, demos, etc. My first impressions were:

1. Wow, why is the applicator portion of the wand so long?! My eyes are not that big.

2. Ooh! The short plastic bristles I like!

3. …oh they better not be arranged in a spiral. They’re arranged in a spiral. Fuuuu–

I told myself, “Okay, who knows, the spirals could be awesome. Let’s slap it on and find out.”

Application & Wear

I applied it – it went on easy enough, the consistency of the formula is very similar to the Flawless Definition. I was pretty happy to see that. My lashes looked pretty awesome in a single coat. The formula held up through the day, was non-irritating, and did not flake or smudge. By the end of the day, however, they lacked the oomph of the morning and I noticed it did not hold the curl I placed before applying. My lashes were black, but not curled up, so my eyes did not look as open as they had.

Thinking there may have been an adjustment period, I wore it every day for a week with similar results. I may or may not have poked myself in the eye once trying to maneuver the strange spiral applicator. The days I applied two coats held the curl a little better, but not substantially so. It was also surprisingly difficult to wash off for a non-waterproof formula, unlike the Flawless Definition line. I really had to scrub with my Ponds wipe to remove it, and had to go under my lower lash-line carefully (even when I did not coat those lashes) so I did not look like a raccoon. I do not have a separate eye makeup remover, but you may want one. Alternatively, you can use oil to remove – such as olive or almond – and you should have an easier time.

The Bottom Line

It is not really worth it. Though bareMinerals Lash Domination comes at you with a sassy name and flashy packaging there are drugstore mascaras (such as L’Oreal Voluminous Million Lashes Excess) that outperform this $18 tube that generally receives under 4 (out of 5) star reviews, often between 3.6 and 3.8. While it doesn’t make sky-high claims, it also does not perform as well as its older sister, the Flawless Definition. It’s a fair bet during Ulta’s half-off sales, though.

At least three (more, really) of the ten, “features,” are things we all expect from our mascara, not new enhancements. On top of the so-so performance of the product, the awkward design of the wand – both the spiral bristles and the length of the bristle section makes it a little difficult to work with. If you want a bareMinerals mascara, go with one of the original Flawless Definition formulas – the original Lengthening is my personal favorite.

Disclosure: Some of the links in this post are affiliate links – this means I may get a very small percentage of the sale if you decide to buy something. I’ll only tell you that something is awesome if I have verified it myself!