NARS’ Sexually Explicit Ad Has Moms Of Twitter Riled About The Old Adage ‘Sex Sells’
NARS has never been one to be wholesome with their advertising. Since its inception, the luxury cosmetics brand has relied on sexual innuendo and erotic imagery to carve a place for itself within the industry. A quick scan of their website reveals inventory with explicit names such as “Sex Shuffle”, “Raw Seduction” and “Erotic Adventure. And of course, we couldn’t forget the product that put NARS on the map and arguably changed the beauty industry forever: the legendary “Orgasm” blush.
Needless to say, NARS is aware that sex sells. And their most recent ad campaign for the new lipstick shade takes full advantage of that fact.
The new NARS ad campaign that has hit the internet has people raising their eyebrows, to say the least.
The short video starts with the traditional bullet-shaped NARS lipstick melting backward. The appearance of the melted ripples on the tube of the lipstick gives the product a distinctively phallic-like shape. In other words? The lipstick resembles a penis. Over the course of the video, the lipstick umm grows (so to speak) and by the end, it is standing tall in its full glory. And to top it all off, the video’s caption is just as provocative: “When the nudes keep you up all night”. Yep, that’s right.
NARS is definitely trying to bate its audience with its sexy insinuations. And it’s working.
The newest lipstick shade is dubbed “Morocco” and according to NARS, it is a “warm cinnamon” color.
The launch of “Morocco” is part of NARS’s mysterious “After Hours” lipstick collection that the company has so far remained relatively mum about. But one thing’s for sure: if the rest of their shade launches push the envelope as much as this one, the cosmetics giant might just break the internet with their branding. Already, the buzz around this one lipstick is overwhelming.
The sexy ad has sparked discussion on Twitter on the limits of using sex to sell merchandise.
Some users believe NARS has gone too far. After all, it’s fair to say that makeup is no longer the adults-only pastime that it used to be, with school-age kids flocking to Youtube and Instagram for beauty tutorials. Now, it’s normal for girls to beat their face before catching the bus to middle school.
And like any controversial branding that hits the public, there are a fair amount of pearl-clutchers that have decided to “boycott” the brand because of the perceived explicitness.
It seems that some people don’t want their makeup to remind them of erect penises. Can we blame them?
While thinking the ad has gone “too far” is a valid opinion, the fact is that young women aged 18-20 are the ones that buy the most makeup. And women 21-24 are the ones that buy “prestige” brands like NARS. It’s also naive to assume that young girls aren’t having (or aren’t interested in having) sex.
This person believes that it was an oversight on the part of the NARS marketing department:
We, however, believe that NARS accomplished exactly what they were always after: tons of publicity.
For the most part, however, the majority of customers recognize that NARS has always used sex to sell their products.
It’s worth noting that no one seemed to be complaining when it was just the shade names that were sexually explicit. But it seems that this video that even referenced a part of the male anatomy was too much for certain people to handle.
This person made it clear that whatever NARS was doing, it was working:
There were quite a few NARS customers who couldn’t help but roll their eyes at what they perceived as prudishness from NARS’s critics. For some people, the advertisement might’ve made loyal customers out of casual fans!
Some people knocked the NARS-haters who didn’t realize that they built their brand on provocative and sexual innuendo.
The newfound shock at NARS’s provocative branding would be like acting shocked if Madonna used her sex appeal to sell records. It makes us wonder if these people have been living under a rock for the past few decades.
One thing’s for sure: whatever tactic NARS uses to sell its products, their customer base is so loyal because their makeup is always of the highest quality. Even if the brand relied on wholesome campaigns without a hint of scandal, we’re sure that their sales would never suffer. In the meantime, we can’t help but enjoy the heat that NARS brings to the beauty community.