Makeup and Wine

Beware...this has nothing to do with the makeup of wine! I pride myself on outrageous analogies. So let’s give this a bash.

I’m a bit of an obsessive hobbyist. I switch out fanatical interests on a regular basis. I’ve left a wake of tools, textbooks and techniques behind each time I violently pivot and launch myself into exploring the depths of a(nother) new creative outlet. I’m still waiting for this wine obsession to die down…but, I suspect it may be a lifelong interest, similar to how my spendy makeup habits eventyally settled down to weave its way into becoming a tamer part of my everyday life. 

Beyond this and being dominated by old(er) white men, there are other similarities between makeup and wine.

There is no denying that both are lavish products that not essential needs; yet they have the ability to make an occasion more special. A lashing of mascara, a few strokes of a brow pencil, a dot or two of concealer, and a swipe of lipstick can hold the same glamour as starting dinner with a glass of Laurent-Perrier Rosé, followed by an Alheit Cartology, settling into a La Rioja Alta Gran Reserva, and concluding with a lingering Vin de Constance.

Packaging plays a big role in terms of marketing and use; and the primary product is accompanied by a host of secondary tools needed to use them. I’ve probably trialled as many eyelash curlers as I have corkscrews, and the range of makeup brushes is on par with the number of wine glasses: the stemless universal doesn’t do justice with a pricey Pinot Noir… my blush brush is useless for mastering the soft winged eye liner.

Uhm…have you seen these Louboutin refillable lipsticks? Tell me you don’t want one!

The most widely distributed brands are usually part of a larger company’s stable; because distribution is key!  

Ladder systems exist for both products. A beginner may start with an entry level product and, depending on their level of interest, have the option to graduate to eye-wateringly priced premium brands. 

They can provide joy and can, all too often, also mask pain. Both wine and makeup can transform one’s appearance. Whether it’s a glass to steady your nerves - much like a concealer hides a blemish. Or to get you in the mood for a dinner party with an eclectic group of friends - the way a bold red lip deserves to be seen by more than just you and the mirror…they both give you a boost of confidence. Or whether it’s draining a bottle to drown your sorrows. For years I hid behind the most mattifying, full coverage foundation I could find. And on that note:

A little is great; too much is too much. Just the right amount is a beautiful thing. But it’s so easy to go too far…where the beauty is masked behind layers that blend into puddles of regret that can only be remedied by removing it all. 🤢

At the end of the day, they both end up down the drain. Tom Ford, Sisley, Armani, Chanel…all dutifully washed down the sink at the end of the evening…arriving at the same destination as the Sine Qua Non you finally got to taste. Totes worth it for the Insta pics though, right!

They are widely consumed: some on a daily basis, others on special occasions; imbibed by mildly interested casual consumers, or by passionate enthusiasts.

But they are obviously very different products aimed at different primary target markets.

God help you if, in this day and age, you deign to release a range with a limited colour palette that does not cater to the diverse makeup community. The makeup community will hold you accountable and dedicate hundreds of posts, reels, and videos condemning your choice. And if your apology isn’t sincere and you don’t correct your ‘oversight/financial restrictions/test launch/ignorance, hour long video essays will be released. To be fair, the large parent companies are not in the least bit phased by public outcry because, for as long as society showers their celebrity ambassadors with misguided adoration, they know that their portfolio of premium luxury beauty brands will always be aspirational.

With wine, it’s different. It’s a product made for anyone, given a certain budget and accessibility, to enjoy. Yet, the number of brands who launch and/or persist with pale-centric marketing imagery that their social media management team confidently posts is astounding. As a South African and a woman of colour, I admit that I’m more sensitive to noticing this. As someone who works closely with marketing teams, I am amazed that marketing professionals aren’t aware of the way their client’s brand may be perceived. The very same wine brands that are so keen to crack the affluent Black market in South Africa and wonder why they’re not able to successfully tap into this ever expanding demographic. For what it’s worth, people of colour do talk amongst themselves. However, other than the most egregious acts, consumers don’t often hold wineries accountable for their lack of inclusivity.

The reason I got into wine was because Tassenberg (Tassies) was democratically cheap and friendly and hit the right spots across numerous SA demographics. I retained my interest in wine because I live close to a wine region where skin colour has never mattered as much as perceived socio-economics (and British sounding English) … I was welcomed and treated the same as everyone else. I got into makeup when MAC Cosmetics arrived in South Africa. They’re a Canadian beauty brand who launched their all-inclusive Studio Fix foundation line in 1984. They had a shade for everyone….including dark-skinned, mixed race me. I’ll always have a soft spot for the brand because they embraced and served all ages, races and genders. Quite frankly, they’ve transcended beyond ‘just a beauty brand’, by immersing themselves in, and actively engaging in creating an inclusive culture.

And yes…it tickles me that my makeup brand and computer brand, to whom I’m equally loyal, share the same name.

What could the wine industry look like if wine brands modelled themselves on MAC?* (the makeup…definitely not the hella ‘spensive tech!). It starts with good intentions: don’t do it as a calculated return on investment…do it because you truly want to make your wine inclusive…your investment in inclusivity will ultimately reward you by building a loyal family of supporters.

** They also encourage customers to clean and return their empty products that will either be recycled into new materials, or if it cannot be recycled will be converted into energy. This only applies to some packaging and some stores…but hey, they try…and I live in hope that the wine industry may one day try the returnable milk bottle model.

What I got up to this week (aka I left the house):

Nope. At what point does this become agoraphobia.

Wine of the Fortnight:

Morgenster Cabernet Franc 2022. 

A freebie/trade exchange for an Insta post coming soon here. I was expecting this to not quite hit the spot as their novel (for SA) Italian varieties do, but I genuinely enjoyed it. It gave me all the shoe-ins for Cab Franc: bright red berries, tomato leaf, roasted red bell peppers, green bell pepper methoxypyrazines, structure in terms of acid and fine tannins. And it drank bloody well over 2 days…couldn’t get it to stretch to 3 days!

OddBins 921 Grenache Cinsault 2022

Not a freebie. Sure, it’s a bit cooked strawberry and overripe berry fruit. But it has bright and lively acidity that hits immediately when you take sip, all the red berries, a touch of guava, and banana as it oxidises, light phenolic grip, a decent medium-ish finish. Imma repurchase this coz I really like it. I kinda also like the sub R80 price point…especially for those whose MW programme futures depend on saving all the pennies.

Morgenster Cabernet Franc 2022 + Checkers Odd Bins 921

Rando thought of the week?

Fun and actually useful information: To avoid your lipstick transferring to your wine glass: lick the spot on the glass before you sip. I don’t science…but I do cook so I understand that water and oil don’t mix. Lipstick is mostly oils/waxes/fats…so this works. Though, you kinda need to lick before each sip…which can look a little weird….maybe turn it into a flirty quirk? 

Bended knee plea: If you’re a restaurant…please please please have your staff check and polish the glasses. There are so many opportunities to check glasses (post dishwasher, during the polish, before pouring, as the glass is brought to the table). I love makeup… but I do not need to reapply with someone else’s lipstick imprint.

Okay, your turn:

Anyone else old enough to miss the milkman deliveries? Would you be curious about returnable empty wine bottles…and does your lifestyle fit this model? Were you really gracious enough to allow me ramble on about makeup! But seriously, I’d be curious about other products that you think are comparable to wine.