The connection between beauty products and the allure of the grim has become increasingly evident in recent marketing strategies. Brands are tapping into the burgeoning popularity of murder mysteries and true crime to grab the attention of their consumers. This unconventional approach might raise eyebrows, but the success stories speak volumes about its effectiveness.
In August, Rare Beauty released a lip and cheek duo inspired by the hit series “Only Murders in the Building,” starring Selena Gomez. It’s interesting to note that one of the show’s humorous yet dark plotlines involves a character getting murdered and incinerated. Despite the macabre theme, or perhaps because of it, this gift set sold out in just three days. This trend shows that even when it comes to beauty, the darker side of storytelling can generate significant consumer interest.
True crime content, which occupies prime real estate on various media platforms, has drastically evolved from niche genre to mainstream obsession. This intersection of beauty and true crime can be most prominently seen on the YouTube channel “Murder Mystery and Makeup,” where beauty influencer Bailey Sarian creates eye-catching looks while discussing infamous criminal cases. Sarian’s channel boasts nearly 7.5 million subscribers, highlighting the marketability and reach that blending these genres can achieve.
To better understand this phenomenon, we can refer to Dr. Honor Doro Townshend, a criminologist who studies societal fascination with true crime. According to Townshend, companies see merit in connecting beauty products to true crime contexts because viewers find these narratives engaging and entertaining. “People derive pleasure from the experience of true crime,” she explains. Interestingly, watching true crime can evoke feelings of security and self-awareness, similar to the intended emotional responses tied to cosmetic use.
This fascination with the macabre doesn’t stop at the likes of Rare Beauty or Bailey Sarian. Several brands have been bold enough to take their marketing strategies a step further by releasing products that explicitly connect beauty with horror. For instance, the makeup brand Rituel de Fille marketed a vein-matching lipstick titled “Written in Blood” that gained traction during the airing of “American Horror Story.” Urban Decay also played into this theme with a lipstick shade called “Gash,” resonating with consumers drawn to edgy and darker aesthetics. Similarly, Black Moon Cosmetics sells lipsticks packaged in coffin-shaped containers with names like “Elm Street,” “Omen,” and “Hellraiser.”
The perfumery industry even delved into these elements with fragrances like Kilian’s “Black Phantom,” which claims to have notes of cyanide, and TokyoMilk’s much-discussed “Arsenic” scent. These products challenge traditional branding norms and create a conversation around the blend of beauty and the darker aspects of human life—indeed a clever strategy that seems to yield positive results.
Moreover, brands like “Makeup a Murder” feature product lines like $20 glitter palettes inspired by notorious crime scenes, reinforcing the provocative theme. Even events like CrimeCon have recognized this hunger for product-purchasing opportunities in the true crime realm by offering merchandise like cosmetics bags that boldly state, “I Know Things.”
The rationale behind such marketing is not purely profit-driven. Dr. Townshend argues that narratives connecting beauty and death resonate deeply with consumers who grapple with their own mortality. People are drawn to beauty products that promise to enhance youthfulness and vitality as a counterbalance to the inevitability of aging and death. This complex relationship illustrates that while makeup is applied to enhance one’s features, it can also serve as a comforting ritual for many, helping them grapple with fears surrounding one’s own mortality.
As brands continue to fuse the worlds of beauty and darker narratives, it becomes increasingly clear that this strategy is more than just a passing trend. Products designed with a hint of macabre may be here to stay, appealing to a demographic eager for experiences that combine thrill, humor, and a promise for beauty. The marriage of these contrasting worlds opens up avenues for innovation and creativity, prompting brands to push their boundaries further.
In this evolving marketplace, companies must remain cognizant of the sentiments of their target audiences while exploring strategies that challenge conventional beauty marketing. The effectiveness of capitalizing on the fascination with dark narratives suggests that story-driven marketing, even when tinged with the macabre, may resonate with consumers more than ever before.
Therefore, the next time a beauty product hits the shelves with a ghostly allure or a nod to true crime, it may be worth considering the complexities behind its marketing strategy. After all, in the world of beauty, scaring is quite possibly caring—a clever tactic that sells mascara through murder mysteries.
