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And these hypersexual themes may serve to further convince these young girls that rather than pursuing a role in a school play, a leadership position in an extracurricular organization, or a prize in the science fair, they should instead strive to Misbehave , cultivate Desire , or engage in a Catfight. I would love to walk into Sephora, sift through some different colors, and fall in love with a shade named Ambition, Drive, Passion, Courage or Fierce. What better way to empower its consumer base than by naming these shades after real life visionaries and trailblazers? Suffice it to say, that is far from the first result when you search the term online. Aerie has seen a consistent boost in sales since launching AerieREAL, including a 20 percent increase in , a year when many retailers struggled. So is it too much to hope that NARS might launch a cheeky line of products that includes a bold lipstick called Senator, or liquid eyeliner called CEO? In , it is clearer than ever that millennial consumers want to be inspired.

The themes of empowerment and authenticity that Aerie has captured I would much prefer to buy that persona than that of the Baby Doll , Gold Digger , or Easy Lover , all of which are also names of Nars cosmetics. The themes of empowerment and authenticity that Aerie has captured in its AerieREAL campaign, and especially their coverage on social media, are increasingly important to companies hoping to attract millennial consumers. Fortunately for the cosmetic industry, the makeup market is growing faster than ever, due in large part to the proliferation of social media and the popularity of selfies. Those same parents are unlikely to be thrilled if their teen or pre-teen returns from the mall with a lipstick called Sex Machine.