Iggy Azalea’s Totally Plastic makeup line reaffirms nostalgia’s insistence on beauty
The series went on sale on August 29. There are 10 products in total, including three eyeshadow palettes, a face plate, a brush set, a suitcase, a beauty sponge, a hand mirror and false eyelashes. The series can be purchased at Ulta Store, Ulta.com and BHCosmetics.com. Prices range from $9 to $29.
"In general, what I like about the aesthetics of y2k is that it has almost this kind of'junk'," said the Australian superstar. She explained that the Totally Plastic series was inspired by 2004 when she was by her side. "12. 13, 14 years old. "This is both ridiculous and funny. It doesn't have that kind of elitism, and makeup shouldn't feel that way. "
In the early 2000s, Azalea had no access to "cool things on TV", such as "Volkswagen Convertible Beatles" and "Small Wallet".
"I can't afford a baby Phat flip phone with rhinestones, but I may not be able to afford a pom-pom lip gloss for less than $10," Azalea said, referring to her new Oral Fixation High Shine Lip Gloss ($14). Four shades. A peach-colored gloss with golden spots called "Is It 2004 Yet" is housed in a colored tube with pink pompom tassels.
Azalea said that Totally Plastic is "a tangible object that can be obtained from fantasy."
Azalea's favorite product is Devil Heart Mirror ($19), inspired by “a T-shirt that I had when I was 13 years old and it said '99% of the devil',” she said. As for actual make-up products, the pink sunglasses eyeshadow palette ($17) expresses her passion for her iconic color. "I like pink," she said. "I always go back to pink."
BH Cosmetics asked Azalea to create a collection suitable for young people, both in terms of price point and product availability.
Azalea said: "It's about working with a brand that has a price point that suits everyone, especially young people [they] spend money on Ulta and pick some products." "You want [product] to be versatile."
The eyeshadow palette contains "bright, crazy colors" and more "soft tones" such as brown and taupe, demonstrating the versatility that Azalea can achieve with BH Cosmetics. However, of all the products and trends of that era, "the thing I like most about makeup in the 2000s is its sparkle," said Azalea. "I want to incorporate [that] into each product and the entire package."
Although this line directly reflects Y2K aesthetics, Azalea asserts that her adolescent makeup styles, such as shiny eyeshadows, were updated in the early 2000s by adding [iridescnece] to purple or something I think we didn’t see On the other hand, Azalea updated "[then] such a popular baby blue [color]", modernizing it with matte tones.
BH Cosmetics is one of many beauty brands and retailers that met consumers' nostalgia needs during the pandemic. For example, Lancome and Ulta Beauty catered to the nostalgia of the 2000s and 90s, respectively, while other beauty brands even set foot in the nostalgia of the 80s.
BH Cosmetics has turned to influencers in the past. In 2015 and 2017, it worked with Carli Bybel (4.7 million followers on Instagram, 6.2 million followers on YouTube) and Daisy Marquez (1.8 million followers on Instagram, YouTube 1.5 million fans) released a collaborative eyeshadow palette) in 2019. Beauty brands decided to work with traditional celebrities rather than with influencers. This is to imitate the practices of other brands, such as Elf, which recently released a make-up line in collaboration with pop star Tove Lo.
"I have always been obsessed with the early 2000s, and this is reflected in all my music videos and looks," said Azalea, who was inspired by Quentin Tarantino's 2003 film "Kill Bill" because of her "Black Widow" music video, and "Fancy" pays tribute to "Clueless".
"You want to go back to that magical moment in your life, when you didn't know what rope was pulled behind the curtain," she said.