In our worst and most self-congratulatory moments, we conservatives might easily convince ourselves of our own powers of persuasion. Start with a primer of logic, add a foundation of wit, and — voila! — we have beautified an already winning argument.
In truth, however, we give ourselves too much credit, for wokeness invariably exposes the hideous face of its own absurdity.
For instance, in a news release Tuesday, the makeup brand Maybelline New York announced a head-scratching update to its famous tagline.
“Maybe she’s born with it. Maybe it’s Maybelline” has operated as the company’s tagline since 1991. We all know it. Even a middle-aged man who grew up watching sports and action movies knows it.
Now, however, a group of advertising geniuses has “reimagined” that tagline “for a new era.”
The “reimagining” of anything is almost always a sign that the woke side is about to make something worse.
Sure enough, the company’s new tagline reads as follows: “Maybe. We’re born with it. Maybe. It’s Maybelline.”
Apparently, the advertising team put considerable thought into those new punctuation marks and the shift from singular to plural.
“For more than three decades, ‘Maybe she’s born with it’ posed a question about one woman’s beauty. The reimagined ‘Maybe.’ is a statement about every woman, and everything she can become. A single period transforms a question into a declaration of infinite possibility, while the change from ‘she’s’ to ‘we’re’ extends its meaning from one woman to all women,” the news release explained.
“‘Maybe.’ now means possibility, and every woman is born with it,” the release continued. “It is an optimistic invitation for every woman to explore the possibilities within her through the confidence and freedom of self-expression that makeup can inspire.”
If they say so.
Meanwhile, the awkward insertion of those two periods triggered criticism on the social media platform X.
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“The new Maybelline slogan is unutterably awful, and I wince to think how much the agency got paid for each of those misplaced full stops. ‘Maybe. We’re born with it. Maybe. It’s Maybelline’ (No, seriously, that’s the new slogan ),” one X user wrote.
Indeed, one can imagine the spirited back-and-forth between well-compensated advertising agents who felt very strongly about those two periods.
In fact, several X users suggested enlisting legendary actor William Shatner, known for his affected tone of severity, to read the new tagline. What better way to mock those who take themselves so seriously?
Of course, there is another, more insidious explanation for the “reimagined” tagline.
“Today, beauty is increasingly defined by how it makes people feel, rather than how they look,” the news release added.
In other words, this “new era” requires the “reimagining” of beauty itself.
Here we conservatives part ways with our woke brothers and sisters. True beauty, as conservatives understand it, comes not from our own efforts or merits, but from God. It always has, and it always will.
Our poor, deluded, woke brothers and sisters, on the other hand, see beauty as something we can simply “reimagine.” Remember, the new tagline “is a statement about every woman, and everything she can become.”
Now we begin to see how this “new era,” in which how people “feel” dictates everything, inspired the “reimagining” of something as timeless as beauty, for we suspect that we know what Maybelline meant by “every woman.”
Remember, as the following videos show, this company has openly marketed its products to men posing as women.
Likewise, in 2023, Maybelline partnered with transgender influencer Dylan Mulvaney. At the time, some even speculated that the company could face a boycott similar to the one then plaguing Bud Light, the beer company that sparked conservative backlash when it foolishly featured Mulvaney on its beer cans.
In short, on subjects such as beauty and truth, conservatives barely need arguments, for all the concealer in the world could not hide the fact that woke liberals’ self-important silliness always results in absurdities such as Mulvaney peddling beer or Maybelline’s new tagline.
This article originally appeared on The Western Journal and is reposted with permission.
