Instagram/@arianagrande
R.E.M Beauty, Ariana Grande’s creation, has just created an Internet frenzy with a cryptic teaser for an eminently anticipated launch. The Instagram post displayed a sultry and futuristic close-up of a model’s lips and eyes bedecked in glitter under a shade of gloomy blue light, announcing that the “Fembot” collection launches tomorrow at 8 am PT on rembeauty.com. Beauty enthusiasts not reacting well to such an atrociously dramatic and unearthly aura were innumerable.
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One comment said, “EXCUSE MEEEE????? WHO GAVE YOU THE PERMISSION TO BECOME THIS ETHEREAL GODDESS OF SPACE AND TIME.” Such theater of the absurd perfectly captures the over-the-top energy that surrounds almost every marketing campaign under Grande’s halos. Another comment showered the model with adoration, calling her “the most beautiful woman in the world,” accompanied by an outburst of crying emojis.
International fans did, however, make their presence felt, with love pouring in from Italy, Brazil, and beyond. “Lot’s of love from Italy,” said a commentator. A Brazilian fan said in Portuguese-In translation-,”You don’t know how much I love you.” Such a worldwide response only goes to show the influence Grande-helper has straddling both the musical and beauty spheres.
There were plenty of comments paying tribute to Grande using “mother,” i.e., slang used by fans almost everywhere to express deep respect and endearment. Another devoted fan simply scribbled “MOTHER MOTHER MOTHER MOTHER,” displaying an almost cult-like ferocity poured by those fans upon the pop star for her businesses. A third, in a mix of Portuguese and English, exclaimed, “I love you sister daughter of Mariah,” referring to Mariah Carey, an acknowledgment of Grande’s own vocal influences.
Concerned buyers aired their spirits and touted their eagerness for the launch: “I can’t wait to buy this entire collection, please I needddd.” The triple emphasis on “need” goes a long way toward cementing the cult status that R.E.M Beauty has clearly achieved since its inception. Even the official fan page @r.e.m.sources tagged the model as “most beautiful fairy” while praising the forthcoming collection.
Ironically, amidst all the beauty-induced cacophony, an Iranian user lamented profusely, “Gorgeous but my life remember Iran is very bad.” The gloom-conjuring note stood out from the sea of erotic chatter on the product, although that was short-lived because it was soon drowned out by a flood of beauty-centered rejoicing.
Grande demonstrated once again that she can stir up buzz with just one picture and a few words. The “Fembot” seems to take things pretty far with its futuristic, almost cyberpunk feel-a definite diversion from the normally softer, ethereal color-focus usually associated with R.E.M. Beauty. A bold step out in a new direction surely means Grande still breathes life into the brand identity of a trend keeping fans on the edge, constantly hungry for more.
While the big launch countdown continues tomorrow, what Interweaving infinite chromosomes in this passing world can do is bear own witness to another Rong hostess that can generate endless gossip in two or three industries simultaneously, with Fembot collection surely nowhere standing apart from such an overwhelming aggression of anticipation from a loyal following.
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Somewhat universal can be attributed to the strategy of the teaser, wherein Grande creates an aura of mystery and excitement about whatever she is doing. The tease is brief yet enough to pique curiosity, with crucial information being withheld from the public to feed the gossip. The strategy has worked for her for the most part of her career, and the beauty industry is just one of many she is aiming to conquer. Tomorrow shall ascertain if the product will hold up to the colossal hype stemming from that single gleaming image.
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