Here, Frankel shares her assessment of beauty marketing, what she looks for in a product, and what she’s learned about social media stardom.No reason. Like, totally accidental, but fascinating. I did not know how to do my own makeup, and I started this [content] on April 1. I was just a consumer watching TikTok, and seeing people with the glow and all of the techniques. I thought, “Oh, I want to buy that product.
I never spend money on product. Never have I spent more than, like, $40 on anything. I just don’t buy makeup because if I’m going out to an event, I’m getting my makeup professionally done. I wanted to learn how to do my own makeup because we’ve been in other cities where I don’t know makeup artists. I never felt the power of doing my own makeup, so I started paying attention. Then I got sucked into all the videos and wanted to try everything.
There’s some drugstore stuff that performs as well, but I don’t like looking in my drawer when it feels cheap-o. I’m telling drugstore brands: elevate. Instead of all the different eye shadows, give us a palette. Only Milani does that, Cover Girl does that. I look for good quality, that it feels good emotionally, that you look at it and you’re like, “Oh, this is pretty, or cute, or interesting.” Like the Nivea crème, it makes you feel rich. It’s $3, but it makes you feel rich.
People think “you’re starting a beauty line,” absolutely not. I’ve had no plans to get into the beauty industry. I’m launching a wine called Forever Young, and I think maybe I could do some sort of rosé colors on a promotional palette, but with another brand. It’s rewarding because I’ve always been so bad at social media. I was uncool and unpopular about it, because I’m not posting filtered pictures in thongs or bathing suits.
I literally said, “If you know how to do your makeup and you’re an expert, keep scrolling.” This is not for you. We’re in the idiot section now. Apparently, there are a lot of people in that section with me. I was just talking to my people, and it was great. The average person isn’t getting four hours of makeup, doesn’t look perfect. I’m also making people feel better because if you feel like you’re missing out by not buying Tom Ford, Charlotte Tilbury and Patrick Ta, don’t.
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