If Urban Decay really wanted to start sh*t with their new Troublemaker Mascara, instead of calling it “sex-proof,” why not say that it’s tough enough to handle your next mission to MARS? Or that it’s worthy of wearing while you defend your thesis? Or that it can handle all of the many obstacles you’ll encounter on your path to earning an Olympic Gold Medal?
There are just soooooo many other ways brands can appeal to women without tying something to sex.
OK, stepping off my soap box!
Troublemaker is a $24 lash lengthening and separating mascara coming to UD counters in September (there’s also an $11 on-the-go sample size if you aren’t ready to make a full commitment). It’ll be available in only one shade, a rich, dark matte black, a color that Urban Decay says they achieved by mixing two types of black pigments together.
I can appreciate this because, as any girl who went through an all-black wardrobe phase knows, there are many, many different shades of black.