“MLMs sell themselves using self-empowerment language and sparkly beauty products. They’re #girlboss mythology repacked for Christians and Mormons; entrepreneurialism for women brought up believing men should be the breadwinners; and a peppy dream for millennials who were told they could do anything.”
Proving its reputation as the least-subtle paper on the planet, the Daily Mail went on to share close-up pics of the heels in question from the front, back, and sides as though they’re key evidence in a criminal trial. The writer whipped out the thesaurus, referring to the heels as ‘busted,’ ‘damaged,’ and ‘destroyed,’ and further elaborated the grave crimes of which the shoes are guilty: They apparently contain a ‘chunk of missing resin exposing the steel heel in the shoe.’ Excuse me while I clutch my pearls and shield the eyes of any young children nearby.
Too many people spend money they haven’t earned, to buy things they don’t want, to impress people they don’t like.
Black is not sad. Bright colors are what depresses me. They’re so… empty. Black is poetic. How do you imagine a poet? In a bright yellow jacket? Probably not.
Look around your living space. Do you surround yourself with things you really like or things you like only because they are absurd? Listen to your own speech. Ask yourself: Do I communicate primarily through inside jokes and pop culture references? What percentage of my speech is meaningful? How much hyperbolic language do I use? Do I feign indifference? Look at your clothes. What parts of your wardrobe could be described as costume-like, derivative or reminiscent of some specific style archetype (the secretary, the hobo, the flapper, yourself as a child)? In other words, do your clothes refer to something else or only to themselves? Do you attempt to look intentionally nerdy, awkward or ugly? In other words, is your style an anti-style? The most important question: How would it feel to change yourself quietly, offline, without public display, from within?
Birchbox has figured out a way to get women to pay money to be marketed to. The last time that happened: glossy women’s magazines, but this is a smarter, interactive version of that. The boxes cost twice the price of a newsstand magazine and you get five or six samples. They’re often themed (travel, summertime, partnerships with Gossip Girl, Gwenneth Paltrow’s Goop, or Glamour magazine). The boxes contain editorialized descriptions of the products that direct users to check out how-to videos on Birchbox.com. Friendly email reminders drive traffic to the site’s editorial content as well. Beauty obsessed subscribers tape themselves “unboxing” their package each month.
That doesn’t happen with a magazine.
Vogue is a prime example of the power of advertising: if, as an advertiser, you know how to give people something they want, then you don’t need to rely on second-best stratagems like adjacency. And no one ever clicked on an ad in Vogue.