For a while, the youtube world has anticipated an announcement from high-profile makeup artist James Charles involving some type of collaboration or product release. When he finally announced an eyeshadow palette in the fall of 2018 via a youtube video posted on his channel, it was like Christmas morning to all us makeup finatics. The palette was designed by Morphe Brushes and Charles himself. Charles’ way of releasing his new product was different than most other makeup creators, and we see his creativity come to life in this video. Aside from the actual palette, the quality of his announcement video depends on whether or not the viewers think it was overdone.
After the introduction segment, Charles excitedly dives right into showing the viewers his product; a product which he is clearly very proud of. The video shows no shortage of pride, or more precisely, arrogance. When trying to sell a product, we understand that business is business, but is there a limit to how many “I’m so proud of this” statements one video can have? He complains about never having been able to find the perfect rainbow palette before, and proudly claims that this new product is the solution.
In contradiction, although the release video can come off on the presumptuous side, we can’t deny James of the credit he does deserve, granted he not only created the palette design, packaging, and shades, but also started and managed the product campaign himself. He explains that the product is a result of two years of hard work and dedication, including a spiel explaining that his tag line “Unleash Your Inner Artist” has been on his mind, and written down in his notes, for years. He describes the inspiration behind his creation, which seems genuine and heartfelt.
Now let’s talk about the introduction. Clearly, Charles wanted to make a bold statement with his numerous extravagant makeup looks, bright camera lighting, bold poses and even a song he wrote and recorded. The introduction is admittedly very well done, aesthetically speaking, and Charles deserves praise considering it was fully produced and directed by him. The footage of him starting the camera at the beginning really enforces the process of his self-created campaign. The large variety of makeup looks validate the different ways the palette can be used, and there is no shortage of artistry in those shots. The concluding statement, however, featuring him whispering his tagline, “unleash your inner artist” is enough to make any of the viewers uncomfortable.
While a review of the actual quality of the eyeshadow palette would be a completely different story, I must commend and congratulate James Charles for a creative campaign, beautiful packaging, and successful product reveal. Once we discount his apparent overconfidence and presumption, we see that through this video, his creativity and talent as a makeup artist come alive. Although the video was bold and possibly overwhelming initially, he accomplishes the purpose of the video. It inspires his viewers to be more adventurous and daring when it comes to both their makeup routine and their life aspirations, and encourages them to not fear their inner creativity, and instead, embrace it.
