Ash Makeup in Singapore, what its ALL ABOUT!
So I was in town shopping with my girlfriend after work when I recall seeing a few ads for the launch of a new Makeup Brand “ASH” that was having its special launch at VIVOCity. So I suggested we head down to VIVOCity and my friend, being a makeup fanatic (and ex student of mine) totally agreed with going down to Vivo to check out the new makeup line. We reached Vivo and were greeted by loud music and commentary on ASH Makeup and we headed to the atrium to go check out ASH.
We walked in and saw a counter , filled with few items from ASH. There was a black lipstick, greyish eyeshadow, black nailpolish, loose powder and foundation. So the salesgirl attends to us and here’s the conversation!
BE PREPARED!
SARAH: Is there only one colour? *pointing to the blackish grey eyeshadow*
SALESGIRL: Yes there’s only one shade.
So me and my friend found it weird, but the salesgirl then continues to pick up the loose powder and explains it to us. You would think that’s a pretty normal thing for a salesgirl to do RIGHT??
SALESGIRL: This is our loose powder. Have a sniff and tell me what it smells like to you?
So we sniff it, it smelt like burnt paper to me and my friend!
ME: What smell is this?
SALESGIRL: This is actually made of tar and cigarette ash
My friend and I just looked at each other but thought maybe it was some new found formula! After all, they MAC Cosmetics had a product called Volcanic ASH Exfoliator/Mask, so I thought maybe this was similar!
And then she reaches for the foundation and it looked a very oddly grey toned! She explains how its also made of tar and some other crazy substance (i cant remember what she said)
At this point, I was a lil confused and asked
Me: Who would use such a tone on their face??
THEN! SHE EXPLAINS….
This whole thing was a GIMMICK. A creative advertising method for an ANTI SMOKING CAMPAIGN!!
The products are not real makeup, my dear ladies!
They were created to show us, how you would look, if you SMOKE! So if you put on the greyyish foundation, and dusty grey loose powder, that was their way of showing you how you’d look like 10 yrs from now if you SMOKE!
SERIOUSLY!!
Me and my friend broke down laughing!! On one hand I was upset because we went all the way down to see makeup! but the whole experience made us laugh! It was so hilarious and such an ingenious method of advertising!! Brought to you by the Health Promotion Board!!
Now THATmy dear ladies, is makeup with a cause!
