What’s worse than having an embarrassing moment in public and your friends just won’t let it die? Getting a whole Lush product branded after it – which is what happened to RuPaul’s Drag Race contestant Valentina!
Lush’s tongue-in-cheek labelling is all part of why their brand is so darn appealing. They definitely didn’t slack on this aspect of branding when it came to creating their new “Catastrophe Cosmetic” fresh face mask. The name in itself in addition to its product description/tagline “I’d like to keep it on, please” is a reference to this moment from the latest season of RuPaul’s Drag Race.
“I’d like to keep it on, please,” was Valentina’s response when the judges her asked to remove the decorative lace mask from her mouth. This was later on revealed to not only be decorative but functional – as Valentina did not know the words to the song she was meant to be lip-syncing to!
Fans of the show were quick to meme-ify this moment, and clearly Lush has gotten in on the joke. Basically, a D-list celebrity was a hot mess and a cosmetics giant capitalised off it. Genius.