How the spirit of the times led me to Kat Von D: A case study
I was driving back from Sephora the other day, because I have a problem, when I started mentally taking stock of what was on my face. I realized I was a walking billboard for about half a dozen different brands.
Foundation: Bare Minerals
Blush: Sonia Kashuk
Eye shadow: Urban Decay
Mascara: Cover Girl
It made me think. Women, mostly millenials (by some accounts I barely qualify as one and by others I am too old, who even knows?) aren't really loyal to makeup brands, are we? We're loyal to certain products within a brand. Take away my MAC brow pencil and die. But buying every single item you need from, say Clinique or Estee Lauder is something that has gone the way of having your "colors done" at the makeup counter. A quick Google of my hypothesis proved true. The Washington Post in 2015 wrote that stores like Sephora and Ulta have transformed the makeup world from a one-stop shop to a multi-brand wonderland.
This is all a really long build up to tell you that I got a new lipstick. And in the spirit of the makeup zeitgeist, it was in a brand I never really meant to try.
I went into Sephora specifically for the Perfection Mist airbrush foundation I use when I have to go on TV. It's heavy duty and kind of annoying to apply, but for once in a blue moon occasions involving hot lights and the public at large judging your appearance, you can't beat it. I took a few minutes to shop around for a new lipstick to wear to a wedding this weekend. I wanted to give my MAC Russian Red (also loyal) a rest. I knew in my head what I wanted. It was berry, but not brown. It was bright but not neon. I couldn't find what I was looking for and was about to leave when I passed a rack I never peruse.
Kat Von D. All I really know about her is that she is a tattoo artist who had that show, and she had relations with alleged scoundrel Jesse James. BUT, SHRUG. Most people have an ex they'd rather forget. More importantly, she had the shade that I invented in my head! It was her "Studded Kiss" lipstick ($21) in a shade called, appropriately to the wedding theme, "Bachelorette."
It's matte (my favorite lip look), it's bold, it's long-lasting, and it comes in a funky studded tube that brings me great joy. I would love to get more Kat Von D products in the future, but who knows? WE'RE JUST TRYING EVERYTHING THESE DAYS. At least now I have one more chapter in my eventual graduate-level thesis, "The Sociocultural Habits of Deal Divas In a Brand-Populous Cosmetics Marketplace." I'll answer to Dr. now, thank you.