Nars is no stranger to using sex to sell make-up. We are – after all – talking about the brand that brought us ‘Orgasm’ blush, perhaps the most famous blusher in our collective consciousness, as well as other gems like ‘G Spot’ and ‘Deep Throat.’
It should come as no surprise to anyone, therefore, that the beloved beauty brand has employed sex once again for its newest products.
To promote its latest lipstick range ‘After Hours’, Nars has put out a new campaign video where the lipstick looks, explicitly, like a dick.
In the video, we see a very phallic-shaped lipstick reverse-melt back into its traditional bullet lipstick shape. For anyone who didn’t immediately catch their drift, Nars accompanied the video with the caption: “When the nudes keep you up all night.”
The video has, as you can imagine, caused quite a stir. Some people were shocked by the reference to penises, clutching their handbags perhaps unaware of the brand’s history.
REMIND ME NOT TO PURCHASE ANYTHING NARS SELLS.
THIS IS TOO FAR.
TEENAGE GIRLS MAKE MOST MAKEUP PURCHASES.
I WOULDN’T WANT MY KID THINKING THIS AD WAS COOL.
🤨— Teresa Marie (@eresateM) August 11, 2019
THEIR PR DEPT. NEEDS RESTRUCTURING. OR FIRED.— Rogue💙ICallBS💙Laure 🇺🇸 (@Lauremari2) August 12, 2019
I JUST HAD A FEW WORDS WITH A MAN DEFENDING MY USE OF LIPSTICK AND NOW THIS. WHO THE HELL WOULD FIND THIS AD APPEALING AND RUSH OUT TO BUY IT. I THOUGHT NARS WAS CLASSIER THAN THIS.— Nance 🦋🌊🦋 (@solusnan1) August 12, 2019
Others, however, pointed out that this kind of marketing was on par for the brand.
WATCHING PEOPLE FREAK OUT OVER THIS LIKE NARS HASN’T BEEN USING SEX APPEAL IN THEIR BRAND MARKETING AND CONCEPTS SINCE INCEPTION IS HILARIOUS HTTPS://T.CO/PWHCXBAJCQ— nickntv on twitch ♡ 🏳️🌈 (@NickNMedia) August 12, 2019
THEY KNOW WHAT THEY’RE DOING. MY FAVORITE BLUSH OF THEIRS IS CALLED ORGASM. THEY HAVE A SUPER ORGASM AND A DEEP THROAT BLUSH, TOO.— Tam Hodge (@tamhodge) August 11, 2019
NARS KNOW SEX SELLS AND THEY’VE STUCK TO IT, EG. THEIR PRODUCT NAMES – ‘ORGASM’ PALETTE, ‘DEEP THROAT’ BLUSH, ‘CLIMAX’ MASCARA. IT WORKS FOR THEM, DOESN’T COME OFF TACKY AND GETS PEOPLE TALKING. GENIUS. HTTPS://T.CO/Y4B5TZTQZC— MABINTOU (@MABIN2_) August 12, 2019
One person pointed out Nars might be overlooking a large section of the market:
CLEARLY, THEY ARE NOT TARGETING THE LIPSTICK LESBIAN MARKET 🤷🏼♀️— Leah McElrath 🏳️🌈 (@leahmcelrath) August 11, 2019
Meanwhile, Chrissy Teigen was super into it.
HONESTLY IN LOVE WITH THIS COLOR AND NOW I MUST HAVE IT TO SOFTEN MY BONER— christine teigen (@chrissyteigen) August 12, 2019