Ignorance Cosmetics is a brand for young women who, frankly, don’t know jack about basic cosmetic products. These women are aged 13-20, and long for a time when they not yet alive: the 90’s. Thanks to the resurgence of 90’s -nostalgic media (i.e., Friends streaming on Netflix, the comeback of corduroy, and old school hip hop) younger generations are being exposed to the aesthetic culture that existed during that decade.

 

In particular, a classic icon of 90’s cinema is Alicia Silverstone’s Clueless. Featuring a young Paul Rudd, young women flock to this film both for a glimpse of what Rudd has always been and for the truly iconic fashion stylings of Silverstone’s character Cher. Per-haps the most recognizable wardrobe piece from the film is Cher’s yellow plaid skirt and blazer outfit.

 

The brand itself is clearly inspired by the title of Silverstone’s film “Clueless”, but with a little more tongue-and-cheek bite to it. The campaign for this line of cosmetics is based around parodying fragrance ads: “The only thing standing between you and soft, touchable skin is Ignorance”. Both an ad for the prod-uct as well as a teasing remark about the user’s own knowledge of cosmetics.

 

The three colours of the brand (Barbie Girl, Jazz, and Daisies) are inspired by real-world 90’s culture. Jazz - the teal blue - is inspired by the ever-iconic Dixie cup; daisies by the popular fragrance; and well... Barbie Girl is an obvious nod to Aqua’s all too memorable hit song. By combining these elements with a bold flair to appeal to a younger target audience, Ignorance Cosmetics will stand apart on the Drug Store shelf.