The “Perfect” Foundation

Everyone has a name.

Whether you like your name or not, it does convey some meaning. If you’re unsure about your name, think about your pet, or your favorite food.

In semantics, naming is not simple. As philosopher Jacques Derrida indicates, the “true” meaning is not reachable. Instead, our everyday communication is based on representation in cultural and social contexts.

If you’re not a fan of philosophy, think about makeup brands. Exploring how these brands “pack up” their products’ names may shed light on the social definition of beauty.

So, what are common names in makeup foundations? Scroll down to take a look!

The 120 words falling in the “feature” group are not informative about the product’s color spectrum, function, or ingredient. Instead, the most frequent words are “24 hours”, “perfect”, “impeccable” …

“The foundations’ names are confusing. I usually do not expect anything meaningful from the names.” Yuki Li, an influencer on RedNotes, said.

A name should convey a certain meaning (as we said at the beginning of the article). If a shade’s label fails to inform customers, what is it used for?

To take a closer look at the feature group, I consulted the Oxford English Dictionary and categorized them based on their linguistic meanings.

“I feel most of the names are exaggerated,” Li said, “if a product says it can 100% conceal dark spots, it probably can’t.”

Though exaggeration is too common to mention in an advertisement, complaints about foundation names are still valid as the word choices go too far. For example, what a “sublime” foundation is? How could putting some powder (or liquid) on someone’s face create a subliminal experience?

With a more “cynical” examination, I found even some words are self-contrasting. While emphasizing “natural looks”, the product also highlights its great power on concealing pores and dark spots.

In Oxford English Dictionary, the first definition of “natural” highlights the “innate” existence. In other words, a natural look does not rely on modification. However, the labels’ emphasis on “concealing” suggests that a person’s skin in its original state is imperfect. The pursuit of the so-called “natural look,” ironically, is not natural but artificial.

The perfection process is a procedure of repairing and fixing, internalizing a hierarchy by positioning one’s original skin state as inferior.

That is to say, the label “natural” is a constructed notion. “Natural looking”, a trendy phrase used in the popular “clean girl cosmetic” hashtag, is not a reduction nor simplification. Being natural isn’t self-liberating at all as it is a narrowed concept, requiring one’s skin to be poreless, lightened, and glowing.

Check the tables below to get as many details as you like!