The Bad Marketing Copy Awards - Beauty Addict

Monday, October 27, 2008

The Bad Marketing Copy Awards

Check out the description of new Diorshow Iconic mascara from the Neiman Marcus website. This one totally takes the cake for worst copy in recent memory (emphasis mine):

"The patented angled brush is replicating emblematic couture techniques: oblique lines and the bias cut, an art of fabric cutting that magnifies curves and amplifies spread.

In one quick stroke, with no special application method necessary, the brush acts like a brushing on lashes."

Explain to me how a mascara wand can be made more effective by using "oblique lines and the bias cut?" And what on earth is a "brushing on lashes?" This flowery BS is such a stretch, it doesn't even make sense.

Iconic could be a perfectly lovely mascara, but this laughable marketing copy sure doesn't make me want to buy it. What do you think? Intriguing, or only worthy of an eye-roll?