Aaron Belz

The brand is lying about something, or at least misrepresenting it. When I read a bottle of shampoo or moisturizer or other beauty product, I always perceive a dark subtext. The words haunt me. It comes across as humorous to the reader/audience, but in fact the words really do make me a little bit queasy. Nothing is as easy or natural as consumer brands want us to think – no problem is as resolvable. Your hair will fall out, eventually. Yet we do have these brands, and we line our shelves with them. There’s an inherent irony.

The brand is lying about something, or at least misrepresenting it. … Read More