Social Media Update and Apologies for Absence

I haven't posted in about a month, and I've been missing interacting with all of you on the blog. I apologize for my absence- I had a family emergency and it kept me from my beauty hobbies and writing. I'm currently catching up on work and play, so I won't have a full-fledged blog post up for the next few days, but until then, I wanted to let you know that I am very active on Instagram- you can follow me at @faceonomics

My Instagram is dedicated toward the material that's too abbreviated for a full blog post- product reviews, quick thoughts, standalone FOTDs, and swatches.

Please follow me and say hello if you're on Instagram! I've missed blogging and chatting with each and every one of you. Thank you for your patience- as always I'd love to hear your post requests if you have them- skincare, makeup, theory, anything. See you soon with a new post!


Why I Love and Hate The Ordinary

via theordinary.com

The Ordinary, which is the low-cost and simple line from parent company Deciem, has been growing in popularity over the last year and I think in the past 3 months the hype has reached a fever pitch. I find that anything that gets too popular too quickly attracts a lot of attention, positive and negative. I've found myself reflecting on deeply negative and positive feelings toward the brand. This is a meandering discussion of those feelings and where I think they come from.

This is not a product review, although I have tried many of their products and even more from their sister brands. I am more interested in exploring the feelings and thoughts I have seen pop up in the skincare communities online and in my own head while observing the growth of this innovative and unique skincare brand.

The Active Ingredients

It's hard to fault The Ordinary for their brand's understanding of active ingredients. They use scientifically-researched old standards and promising new ingredients and deliver them in a refreshingly transparent manner. As a consumer bathed in green-washed lies of Ancient Coconut Oil Magic and force-fed products whose active ingredients aren't even functional at the pH the product is developed...it's nice to see a company use the ingredient at the right pH and concentration that it claims to. I have noticed a great deal of people who find their formulary honest and straightforward.

On the flipside, I have witnessed pushback and myself felt a twinge of annoyance at the other side of the coin. The Ordinary (and its sister brands Hylamide and NIOD) are so focused on the scientific portion of the skincare experience that it has alienated customers. It can come across as hardlined and elitist.

I personally think that there is room in the skincare market for this type of bald focus on active ingredients, even at the expense of alienating folks who want a more holistic, gentle experience of being marketed to. I have personally seen many routines belonging to skincare enthusiasts who happily use perfumey and luxurious expensive creams alongside a bland and basic Ordinary product. The Ordinary seems to be positioning itself to be the discreet but powerful companion to the artsy, indulgent items that we all enjoy. 

The Formulary

Continuing on a similar theme, this is an area where I personally feel a big cloud of emotions and opinions forming. Because The Ordinary's focus is actives, it leaves out the other piece of the pie. If a skincare product isn't "cosmetically elegant" i.e. fun or enjoyable to apply, then it drastically reduces a person's desire to use it. Skincare is part health, part hobby for many of us. If it were like taking a vitamin pill, nobody would post Instagram photos of their 10-step skincare routine or spend hours discussing their favorite products with strangers online.

So many of The Ordinary products are formulated for maximum potency of actives. Rather than optimizing, which is the practice of maximizing one variable in relation to the other, The Ordinary seems to max out and go balls-to-the-wall with whatever ingredient they are featuring. This means they sacrifice the feel and comfort in much of their line, all in the name of chemical efficiency. I think this is good in a way- it turns some consumers away but it also gets the message across that The Ordinary takes skin health Very Seriously. There is nothing more important to The Ordinary than getting the active ingredients we pay for onto the customers' skin and working.

Many people, including myself, complain about the stickiness, greasiness, graininess, and generally baffling textures of multiple items produced by the brand. What this means is The Ordinary is certainly losing potentially good customers, customers interested in their value proposition, by formulating their products with such a singleminded direction. But nobody can be popular with everyone, and no one brand can satisfy the whole market. What The Ordinary is doing is giving customers highly simplified options that are undeniably effective, even if they are not comfortable.

I worry that people using The Ordinary won't enjoy the products enough to use them long enough to see results. While several of their products have results that can be measured and observed within days or weeks, others claim to have a lasting effect that will manifest over the course of months or years. Peptide serums like the Matrixyl 10% use ingredients whose effects are subtle and far from immediate. If the serum doesn't feel or smell nice, and it doesn't show results quickly, why would a customer stick with it? When the price is the only persuasive factor, the argument for repurchasing dramatically weakens.

You want to give the customers multiple avenues to excuse and justify their expenditure on your product. When they have no silky skinfeel or beautiful fragrance to enjoy, their justifications shrink, and they might end up not repurchasing.

The Repeat Customer

The Ordinary has expanded past their initial launch and each time they announce a new product, there's plenty of excitement. However I still do see the medium and long-term customers' interests waning with time. The excitement over spending $5 on a serum overcomes the initial distaste for smell or texture...but the longer a person uses that item, the price paid becomes a distant memory and therefore less "valuable" as a component of the experience.

The Ordinary does an amazing job of capturing new customers and creating excitement. What I wonder is how many customers they will be able to retain long-term. I know that the products I recommend to others are the ones that bring me a little shiver of joy when I use them. Many of The Ordinary's products are, well, ordinary. They are ordinary by design, but that means they can come across as joyless.

When someone is looking to insert a potent active into their routine, it's possible that's exactly what they want and need. Maybe The Ordinary will build a long-term and loyal fanbase because of their cheap, purpose-driven range. Then again, maybe people will become disenchanted with the negative or plain aspects of the brand and begin to dislike the brand in general.

I think of the skincare brands that have attained household name status in the last decade- and there are quite a few, contrast with my teenage years when it felt like Estée Lauder and Clinique were IT. These newer household name brands blow you down with brand image, fantasy, and combine it with cosmetic elegance. A brand like Tatcha has good products, but by no means ones that are so effective they warrant the price tag for every item. The brand image is essentially snake oil dipped in rice wine and powdered with geisha makeup. But it doesn't matter! That purple and gold packaging, those scents, that skinfeel...it seduces customers. It keeps them wanting more and imagining what they could be if they own the latest Tatcha release.

Of course this kind of aspirational luxury pricing and brand image can really hurt customers. They end up paying high prices for items that either do nothing, or do a mediocre job. I think that for people disenchanted with high prices and underperformance, The Ordinary is a breath of fresh air. But I do question The Ordinary's ability to really delight consumers and fully convince them of value after the initial low-cost shock-and-awe strategy.

The Price

That brings us to price- which is a huge factor in determining the success of this brand. Without the positioning as an ultra-low cost skincare brand, I doubt The Ordinary would have captured the loyalty of so many people who are admittedly offended by its inelegant textures. To put up with greasiness from a $5 bottle is reasonable...to do so with a $150 bottle...not so much.

I remember when The Ordinary first launched and I saw the hype building at a feverish pace. The first thing people remarked on was how damn cheap it was. Could it be? A company producing serums and acids for less than $10 each? Nobody had seen anything close to this before, and I think The Ordinary did an amazing job of entering the market with a bang. If you're going to be inexpensive, then by all means, be so dirt cheap that people have to give you a shot.

I think that because of the development costs associated with creating a perfect product- one that feels good and works- that's why you see such simple, targeted, but unpleasant formulas. At such a low price. Each skincare user has to decide for him or herself if they can put up with certain inadequacies if the payoff is worth it in another way.

Something I rarely think of, but which comes to mind with The Ordinary, is that being cheap is not always a good thing when you're selling to consumers. Brands like Drunk Elephant and Sunday Riley, for instance, keep customers coming back partially because they are so damn expensive. When someone is looking for a gift, or a treat for themselves, or they are pining for good skin and want to be seduced and encouraged, they look for fantasy and beauty. A brand which cultivates an image that's greater than the sum of its parts, through sometimes eyeroll-inducing marketing or exaggerated claims, can still capture much of the market. If you make ostentatious claims, you attract users, and if you aren't completely lying, well, you can retain them despite your initial promises being overblown. And when you do deliver big-time, as with the Sunday Riley Good Genes product, a chemical exfoliant that I wouldn't dream of paying more than $15 for that goes for $150, you get fans who are willing to fight and die defending your high price as "very much worth it." There is a cachet that accompanies high prices, and so it's a valid strategy to chase that type of reputation. It can pay off in the long run.

I think it is fantastic that we now have options for chemical actives and ingredients that were only available at absurdly high prices in the past. More competitive formulas on the market will force innovation and perhaps bring prices down a bit. Although The Ordinary is so low-cost I doubt it's cannibalizing any profits from the really high-priced stuff. I think it's more of a stepping stone to skincare for people intimidated by prices but eager to learn about the science. Indeed, The Ordinary's parent company Deciem has several other higher-cost brands under their umbrella, and I'm sure The Ordinary serves as a gateway drug to attract new customers who can burn cash on their nicer lines.

The Distribution and Service

When I first began thinking about this post, The Ordinary did not have any distributors in the USA. In the UK they had Victoria Health, but in other countries, they sold their products exclusively through their own website. I ordered three times from their website and each time was what I would consider to be an unpleasant customer service experience. First, they took about 5 days to ship. Second, they did not have all their products stocked while simultaneously announcing new releases. Third, their followup customer service was like wrestling a slippery eel. I did not feel a great deal of warmth or goodwill toward the company after my experiences. I began to resent that a company was so focused on new releases and they weren't putting in what was, in my opinion, a very fundamental piece of work to retaining their existing customers.

However, recently The Ordinary partnered with Beautylish and the San Francisco-based beauty e-tailer now carries their full line. I couldn't be happier about this partnership because Beautylish has consistently amazing customer care. Their service is proactive, unobtrusive, and quick, which is exactly what you want as a customer. 

I think that The Ordinary's stocking and service issues were getting so huge that they could not have survived 2017 without 3rd party distribution. When the manufacturer faces the customer directly, and the customer finds the transaction unsatisfying, that poisons the goodwill and the reputation of the brand directly. That kind of stain is very hard to remove, and once somebody thinks of your company as having shoddy service, you've usually lost them forever. I had already decided to never purchase a Deciem product again when my best friend Beautylish decided to carry The Ordinary, at which point I decided I might be willing to give their products another shot.

Finding a reputable distributor who can go above and beyond with taking care of your customers was a smart move for The Ordinary. I had heard people excusing their poor service and shipping times saying that "you get what you pay for" and that people ordering low-cost items shouldn't expect good customer care. This is entirely the wrong way to look at it- because the majority of the market will not think of companies in this manner. The Ordinary was right to course-correct and find someone with the infrastructure in place to stock and ship items in a more streamlined fashion.

Concluding Thoughts

I don't consider myself a fangirl or a hater of The Ordinary. I'm very intrigued by the strong market position they've taken- I truly do believe they're doing something unique. Whether their strategy pays off remains to be seen, but they are surely creating an enormous buzz and capturing an untapped market of potential skincare-users.

Everyone's bundle of considerations (price, delight, aesthetic, personal skin chemistry) will be slightly different. So of course you will find people who despise the brand and who love it, based on their differing perspectives. This is true for any brand, and I'm curious to watch this type of market discussion/impression play out with the bold stance The Ordinary has taken.


What I'm Not Gonna Buy: Sephora Sale 2017

Inspired by the Queen of Anti-Hauls, Kimberly Clark (Clark...Clark), and the awesome and very-conscientious Renee over at Bad Outfit Great Lipstick, I put up an instagram post on the revelations I had about the blush haul I had planned for Sephora's upcoming (semi-annual) sale. Once I did, it got my Makeup Rehab juices flowing, and I felt like writing an extended cut of that post, including all the other shit I was contemplating adding to my collection, but ultimately decided against.

Bite Beauty Whiskey Lipstick

via Sephora.com

Why I Want It:

  • It's very similar to a DIY shade I made on my own that is beautiful but wears horribly and fades immediately.
  • It's part of my favorite lipstick formula line (the Amuse Bouche line.)
  • It looks really nice on the brunette ladies I've seen wearing it.

Why I Don't Need It:

  • I don't wear vampy lips in warmer months- even though my inner goth wants to, I stay in the nude-to-jewel toned shades until October. If I really want this shade, I can just as well buy it in the fall Sephora sale and enjoy using it immediately. 
  • I have several dark lipsticks already, which are going to expire in the next few years, and every new lipstick I bring in is incremental "loss" of days I could be wearing all of those.
  • I already own Bite Portobello, a true brown which looks ghastly on me alone, that I can easily mix with a red lipstick I own to get close to this shade.


Hormonal Acne Routine Part 5: Weekly Schedule

This post is the final installment of my Hormonal Acne Series:

Click to Read > Part 1: Philosophies
Click to Read > Part 2: First Line of Defense
Click to Read > Part 3: The Surge
Click to Read > Part 4: The Cleanup Crew

I have discovered the following about my own skin from years of trial and error and plenty of research. If you do not have the basics of skincare covered yet, then you have no business moving on to targeted acne solutions, especially not exfoliating actives. Please use great caution when introducing a new acne-fighting product. My routine is the result of many years of slow introduction and cautious experimentation. It should not be used as a shopping list for a newbie. Please read Part 1 for a summary of my acne troubles and my philosophies!

My Week in Acne (Calm Week)

Some weeks, my skin is groovin. It looks fabulous, feels fabulous, and the only acne on my face is of the healing variety. That is, no emerging active acne, no aggravated clogs, and no intense redness. For these weeks, I maintain my schedule but I take advantage of the calm and enjoy my moisturizing, luxurious routines. I will usually keep up my actives routine but skip clay masking and spot treating with zinc. Since I'm not soothing active inflammation, I just need to keep my moisture barrier happy and avoid causing new clogs.

My Week in Acne (Crazy Week)

On the other hand, I get these weeks- the ones where my skin is going nuts and exploding in every possible way. I've got weeping open acne, emerging cysts which stubbornly refuse to show a head, and bumpy texture indicating widespread clogging.

The most important thing is to not panic when this happens. I used to panic because I had no backup plan- well now I have multiple strategies to attack all these issues, which means I don't have to pick and scratch and freak out. This contributes overall to the health of my skin, as "disruptive" weeks have minimal long-term impact.

The following routines are "excerpts" and only include the acne-focused parts of my routine. I moisturize heavily each night and also use plenty of hydrating products every morning. All treatments are used at night only, unless specified in parentheses:

Putting It All Together

Pictured here is a sample full morning routine of mine and a sample full evening routine with the acne-targeting products circled in red to show how outnumbered they are by the ones which have nothing to do with acne!

Sample Morning Routine with acne treatments circled

Sample Evening Routine with acne treatments circled

Those of you with sharp eyes who are used to perusing ingredients lists on CosDNA will see my non-acne treatments do contain anti-inflammatory and soothing ingredients like aloe, panthenol, centella, snail, and bee venom. In fact, I do orient my whole routine toward countering irritation and inflammation, however I do not compromise my moisturizing products by expecting them to serve two purposes. No "servant" can serve two masters- in this analogy all your products exist purely to serve your skin's individual needs. You should expect a moisturizer to moisturize and not to do a ton of things. Part of why my routine is so extensive is that I want each of my products to only serve singular purposes. By layering and combining them I can serve all my skin's needs- without demanding too much from any one product.

If you are new to skincare, and this looks overwhelming, I'm not surprised! This is not a routine that a newbie should start right off the bat. If it took me years to perfect my current stable routine, that should tell you something. There's no secret sauce- I have no magic knowledge (and if I did, I would tell you.)

The "secret" is taking months and years to listen to your skin and let it guide you. You have to observe how it responds to each ingredient you introduce. I know from experience some things are a waste of my time, so I don't bother incorporating them. I also see how well my acne responds to some treatments that other people hate. Customizing a multi-faceted routine for your specific types and behavior of acne is something that takes a long time, and if you are patient, you will develop a similarly robust routine that works for you!

Hormonal Acne Routine Part 4: The Cleanup Crew

This post is a continuation of my Hormonal Acne Series:

Click to Read > Part 1: Philosophies
Click to Read > Part 2: First Line of Defense
Click to Read > Part 3: The Surge

I have discovered the following about my own skin from years of trial and error and plenty of research. If you do not have the basics of skincare covered yet, then you have no business moving on to targeted acne solutions, especially not exfoliating actives. Please use great caution when introducing a new acne-fighting product. My routine is the result of many years of slow introduction and cautious experimentation. It should not be used as a shopping list for a newbie. Please read Part 1 for a summary of my acne troubles and my philosophies!

The Cleanup Crew

Between my AHA and my azelaic acid, I have a lot of intense, medically-researched power behind my acne-fighting routine. However, for dealing with healing and nearly-resolved acne that refuses to leave my face, I rely on over the counter, less intensive ingredients. Once clogs surface, my skin actually heals quickly if I give it proper nourishment. It's getting the clogs to the surface that's the biggest challenge. The cleanup routine I've developed has made the lifetime of each acne spot so much shorter- the time from when it first emerges to when it's banished for good has decreased dramatically from a few years ago when I first started to experience my adult acne.

Firstly, sheet masks have been a godsend. Any sheet mask will function the same for this purpose- it soaks and saturates your skin's surface in watery serum for a prolonged period of time (I mask for 20 minutes usually.) For acne that is scabbing over, a moist environment is key to allowing the skin to soften and heal. Just like you want to keep healing wounds moist with a bandage and ointment, a sheet mask works well to soak my "open" acne and seems to speed up the actual healing, with less irritability and hard scabbing. No matter the ingredients, just keeping a wet hydrating sheet on my face for 20 minutes does great things for those scabby bits...I have noticed that when I get those areas "waterlogged" they disappear much faster. However, most sheets masks in my stash also contain lots of anti-inflammatory ingredients that work to reduce redness and swelling of recovering acne. Because sheet masks are inherently hydrating/moisturizing, they make a natural complement to a more drying actives schedule. They are doing acne-fighting work but not adding to potential dryness. I reviewed some of them here.

My current favorite acne-soothing masks (Naruko Snail, Innisfree Bija, Secret Nature Aloe, TonyMoly Rice)

The other moisturizing mask solution is the DIY honey mask, which works on two levels. One, honey is antibacterial and anti-inflammatory, which are key mechanisms to heal active acne. Two, the honey mask, when worn for prolonged periods of time (I try to wear them for 40 min to an hour) will create a similar moist environment as a sheet mask, but without the irritation prolonged sheetmasking yields for me. Besides the base mixture of toner and honey, I will add a bit of oil, serum, or even a bit of tea for extra soothing fun.

Clay mask and honey-matcha tea mask

My last mask is one I use sparingly- the clay mask. I consider this to be almost on the level of a chemical active, not because of how it works, but because of how drying and potentially irritating it is. I never use a clay mask on the same day as an active. I always moisturize heavily after a clay mask. And I never use a clay mask more than once a week. I will often push out my clay mask to once every 10 days to really make sure I don't overload my skin. Clay works by drawing out surface oils, and that's a slightly temporary cosmetic effect, but bentonite clay, the ingredient in most masks I use, also has shown antibacterial activity in certain scientific studies. I do feel that it has the ability to draw deeper bumps to the surface of the skin, dry out whiteheads and small surface pimples, and soothe irritated skin if used sparingly. I will usually follow my clay mask with a honey mask and even a sheet mask after the first two...because I feel the action of the clay is complemented by the two moisturizing measures.

In terms of spot treatments ("spot treatments) aka targeted non-exfoliating but nonetheless acne-focused treatments, I do not currently use the most popular one, benzoyl peroxide. I have in the past, and I find it extremely effective. However it can be slightly drying, so always use 2.5% which maximizes efficacy while minimizing side effects. A common alternative to BP is tea tree oil, which my skin loves. Tea tree and BP both have anti-bacterial activity which works on certain strains of acne-causing bacteria. If you've noticed either does not work for you, it means your skin may have predominantly a different strain of acne bacteria affecting it. Tea tree oil should not be used above low concentrations (typically 2-5%), so dilute it in carrier oil (NOT in water, that will grow mold) to use it safely without giving yourself nasty burns. Tea tree oil is a maintenance product for me- I use it regularly even when I have no big acne issues as it keeps my skin feeling and looking calm. It is best for emerging acne and acneic skin in general- I avoid using it on broken acne as it can burn and feel irritating.

Pure tea tree oil should be mixed to a level of 2% before use

The slightly unconventional/less-popular ingredient (at least in the USA) I love to use is zinc. I think zinc is a bit more common in French formulations than American ones, but it works on American skin, too, hey! My personal experience with zinc is that it is slightly drying when used alone, therefore even if you use a zinc cream with a moisturizing base, you will need to sandwich it with a moisturizing cream and a sleeping pack. Zinc is anti-inflammatory and highly soothing, so it is especially good for acne that has been picked and popped. I personally use a thicker, opaque zinc cream as a spot treatment (spread over smaller areas of my face) at night and a siliconey, transparent zinc product mixed into my moisturizer in the morning.

Both products from La Roche-Posay's Cicaplast Line

Because the majority of the "cleanup crew" is non-irritating, I can use them all in the same routine with powerful actives without overloading my skin. What I've found over the last few years is that actives alone never get the job fully done. My healing, emerging, and active acne needs different types of impact- moisture, dryness, soothing, etc. By having a multifaceted team, instead of just one "MVP" my skincare game has depth and breadth. The various skin emergencies that used to make me hide and cry are now a minor annoyance which can be tackled by any number of treatments I have in my regular rotation.

Continued in Part 5....


Techniques to Stop Skin Picking

I have a bad nervous habit where I pick my face, whether I have aggravated acne or no blemishes whatsoever at the moment. It's never a good idea. When you have active acne, it makes them more prone to infection and inflammation. When you have no active acne, it disturbs the relative calm of your skin.

There are no upsides to picking, only downsides. So why do I do it? I've always been fidgety and I tend to move around when I'm bored, anxious, or preoccupied with something. Without realizing it, I'll scratch and pick even when I made up my mind to specifically avoid it.

    Reasoning with Yourself

    • You're not going to resolve it with picking. I think a lot of us have this, ahem, romanticized idea that if we squeeze a hard, painful pimple, some little thing will be expelled and the whole problem will go away. In reality, you should already know that the vast majority of swollen acne aren't resolved so neatly. Usually the swelling is not due to a single hard seed, but attributed to a general swelling and filling with fluid. Which means your popping will make your skin bleed and weep, but there won't be a satisfying ending, and the pimple will continue on, angrier than before.
    • Your makeup will look worse when you pick. This is true for all types of acne and all people. Acne may look troublesome under makeup, it adds texture and obviously is not pretty to look at. But if you've ever attempted to cover a weeping red hole in your face, you know how much more difficult it is to do so. If your aim is to look good for others, picking is not the answer.
    • It makes the "system" of your skin worse overall. You may think- hey, what's the biggie, just this one spot gets picked, it doesn't affect the rest of my face. Wrong. Picking your skin disrupts your barrier by introducing more germs and dirt from the outside world onto and into your face. What you do to one side of your face affects the other side, period, and generally speaking, picking causes much more harm by producing redness, inflammation, and irritation that lasts long after a pimple would have gone away on its own.

    The reasoning above is the reality of things- but it's not always possible to access that reality and logic. For me, skin picking is an activity I do to relieve anxiety, boredom, and frustration. It comes with an immediate high that accompanies most harmful behavior. I try to coach myself to remember the reasonable reality of skin picking in times of stress, but just knowing the truth doesn't mean I'll act reasonably. I used to beat myself up for "forgetting" the truth in the heat of the moment, but that's not really what was happening. It's just that I had conditioned myself to respond positively to bad behaviors, which means I need to recondition myself not punish myself for forgetfulness.

    Mindfulness Check-in

    • Identify the emotions commonly associated with the picking habit. Write them down on a post-it or notecard that you keep at your desk or in your purse. Use the card as a checklist if you start to feel the urge to pick- try to see if your desire to pick comes from one of the listed emotions (anger, sadness, fatigue, anxiety, loneliness, boredom...) 
    • Write up a second notecard or post-it note with a list of strategies for "treating" each emotion in the short-term. If you're fatigued, maybe your technique will be to make yourself a cup of hot tea or coffee. If you're lonely maybe your technique is to text a friend. If you feel anxious, go for a run or a walk.


    Makeup Marketing and Beauty Guru Culture

    I have been watching "Beauty Gurus" on some form of social media for more than a decade now. Online beauty reviews and blogs have existed for a while, as well as makeup discussion forums like Specktra and later Reddit, but I think YouTube was the ideal platform to launch the current iteration of what we now know as a Beauty Guru (hereafter abbreviated as BG.)

    Because makeup is a tactile and visual medium, words only go so far. If you can't be there in person with a makeup artist or fellow makeup lover, video is probably the next best thing. With the explosion in variety of social media platforms over the last several years, BGs have found wider audiences and even greater Internet (and sometimes IRL) fame.

    In the past, BGs were either professional makeup artists with some spare time and a flair for video editing, or they were ordinary women/men who dedicated a lot of time to a hobby but maintained a separation between work/real life and their online presence. Before the space exploded, being an Internet BG was a fairly thankless labor of love. The people who had YouTube followings enjoyed a pretty devoted audience and possibly some ad revenue, but the BG machine didn't fully kick off until beauty companies got hip to how powerful a marketing tool these BGs could really be. Sponsored content in the form of free samples of lipstick turned into sponsored vacations, paid-for teeth whitening, and just gradually exbanded to become entrenched in BGs' lifestyles, rather than being confined to the neat little box of a beauty hobby. BGs drink startup artisanal coffee provided gratis from free coffee mugs with sponsor logos, wearing a robe that they reviewed and received affiliate kickback for. All while checking their social media with thousands of adoring followers, who feel a genuine affection for them and contribute to their overall sense of self.

    The current climate/status of BGs as "influencers" (to use the sterile and slightly horrifying term) is a case of everyone wanting to have their cake and eat it too. Marketing is rooted in the practice of manipulating the human psyche to bring about desired behavior (in this case, the desired behavior is to buy.) I see a few common ideas about marketing at play in the current BG culture.

    The "Trusted Consumer" Opinion

    In this example, housewives in the 1950s all across America were sold on New Cleaning Product X because a woman whose life was just like their own told them Product X worked well. Well, our housewife thought, that woman looks just like my sister/mom/friend from down the street. I trust her because she seems like she understands my needs, because they're her needs too. And a million Average Jane commercials and advertisements were born. Companies constantly develop ways to strike that nerve and get their potential customers to feel that someone you trust vouches for it. This impulse ties in to people's group mentality, where acting clannish and having a trustworthy network makes them feel safe and like they belong to a supportive community.

    The "Aspirational Figure" Endorsement

    In this other method, there was the gorgeous actress, who the same housewife had only ever seen in soft-focus motion pictures and retouched magazine spreads. She was impossibly beautiful, cosmopolitan, and has everything our housewife dreams of, though she lives in Ohio, has an insurance salesman husband, and struggles with uneven skintone. But wait, the actress has now endorsed and credited Face Cream Y for her flawless complexion. Even if our housewife can't have the actress' entire life, she can obtain a small slice of it. And that  makes the purchase of Face Cream Y a transformative, hopeful act. It's rooted in the desire to be like someone else because you think their life is superior to yours in some way(s.) Humans react in patterns of behavior that allow us to be manipulated by certain tricks. This is not reserved for people of the past, or women, it's all of us.

    The Modern Beauty Guru

    So that brings us to today. We know for a fact that companies use BGs to market to us. We understand that they are often the personable mouthpiece for multiple faceless corporations. But are they The Trusted Consumer? Why yes, girl, they have man troubles, they eat pizza in their sweatpants, they struggle existentially. How terrifically relatable- they are just like you! But wait...aren't they also kind of celebrities? They get flown around on glamorous vacations, they have no ordinary 9-to-5 job, and they have impeccably-curated and polished appearances (excepting those #important notable exceptions when there's a #nomakeup hashtag floating around and participating to show vulnerability has a greater positive impact on their brand image than a few un-aspirational sunspots would.)

    Beauty Guru Culture has transformed into this monolithic marketing machine that is basically the apex of manipulation. It inspires a Golden Ticket feel in ordeinary girls and women. Nowadays you might not imagine you'll ever be a movie star or like one- that hardly seems achievable...but you can easily imagine becoming like any of the thousands of "Internet-famous" gurus who have devoted fan followings, free shopping trips, handsome boyfriends, and overall "polished" and enviable lives. BGs and their sponsorships/brand partners are trying to have their cake and eat it too, by presenting figures who speak simultaneously to that "trusted compatriot" urge and to the aspirational "I want her life" vibe. We all want to feel connected to others. Sometimes we want the equivalent of a friend who will commiserate with our troubles. Sometimes we want someone to emulate, who will inspire us to become greater. Both of these aspects are manipulated expertly by companies who make good use of BG sponsorships and partnerships. BGs hit that sweet, enticing spot between "just like you" and "better than you."