Tarte criticized for insensitive product marketing
Tarte criticized for insensitive marketing of Snatch Stick, sparking outrage over plastic surgery beauty standards.
Tarte Cosmetics is facing backlash for its marketing campaign for the new Snatch Stick, a contour and brush tool that promises an “instant face lift effect, no needles required.” The company’s approach has been criticized by some social media users, who accuse Tarte of making people feel like they need plastic surgery to be beautiful.
Marketing Campaign Sparks Outrage
Tarte’s marketing campaign included sending PR boxes to creators with photos of the recipient marked up with dotted lines, similar to how a plastic surgeon might mark up a patient’s face. The company also dispatched a converted ambulance, called a “glambulance,” to offer influencers “snatch” consultations from professional makeup artists wearing scrubs.
Some social media users have expressed outrage over the campaign, saying it makes them feel like they’re not naturally beautiful and that they need to change their appearance. Others have criticized the company for trivializing emergency services and making light of situations where people would need to use an actual ambulance.
Company Response
A Tarte spokesperson said the campaign “was always about makeup artistry and having fun with contour.” The spokesperson added that the campaign was intended to make the point that people can create the look of more sculpted or defined features temporarily with makeup, without needing a procedure.
The company has also pointed out that most of the conversation around Snatch Stick has been positive. However, not all responses to the campaign have been negative, with some commenters defending the company and saying that the campaign is just about makeup and not meant to be taken seriously.
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One creator, Brandie Nicole, posted a positive review of the product on TikTok, saying “I’ve never been able to contour my nose this good!” However, other creators have been more critical, with one, Maria Helen Rue, saying that the PR box she received made her feel like she needed plastic surgery to be beautiful.
Expert Analysis
Anjali Bal, an associate professor of marketing at Babson College, called the PR kits a poor long-term marketing plan. She said that sending the PR kit is not showing love to consumers, but rather being insulting. Bal also criticized the “glambulance” concept, saying it can be triggering to consumers and belittles the seriousness of care.
Andy Barr, a crisis communications and PR professional, described Tarte’s campaign as “less like a beauty launch and more like a masterclass in provocative marketing.” He said that the internet is quickly seeing through the campaign and that it’s an example of marketing that sparks controversy.
Tarte stands behind the idea at the heart of the campaign, which is to make contour fun, easy, and approachable. They will take feedback from the campaign into consideration when communicating future campaigns.
Tarte and other companies must balance creative marketing with sensitivity to their audience’s concerns, particularly when it comes to affordability and trends.
