WTF Friday: Estee Lauder is now “suitable for all ethnicities”

Posted by Beth Hong & filed under Uncategorized.

Esther Frid holds "El Atardecer de la Vida," a book she wrote about the stories of seven senior Latin American women living in Canada

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Photo courtesy of Estee Lauder via Facebook

This week’s WTF Friday is brought to you by Estée Lauder, the global cosmetics conglomerate.

I came across a mobile upload on my Facebook feed of an ad for their ‘Perfectionist’ cream in the August issue of InStyle Magazine.

Suitable for all ethnicities? Okay, hold up a moment.

First of all, this is just really strange marketing. I mean, if this was meant to be politically incorrect, why not go all out? Something like, “Suitable even for coloureds” or “Not just for white people”?

Also, I’m genuinely puzzled as to what the message here is. This wasn’t published in an Asian-language magazine (where I think unusual usage of English may be forgiven)—it was published in a major North American one.

Don’t get me wrong: I have no beef with the company itself.

My grandmother in South Korea has used Estée Lauder products since the beginning of time. In fact, they owe her a rice cake basket for all the business she’s given them.

As for the rest of us, I think they owe an explanation about what the f*** their ad is actually trying to say.



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