Style-ish Podcast Episode Summary

Title: The Troubled Tarte Trip
Host/Author: Shameless Media
Release Date: January 21, 2025
Description: Style-ish is the podcast for all things fashion, brand, business, and beauty. In this episode, the hosts delve into a range of hot topics, including the UGG boot trademark lawsuit, Priceline’s new beauty venture Atomica, Tarte’s controversial influencer trip during the LA wildfires, and essential tips on beauty product expiry dates.

1. UGG Boot Trademark Lawsuit

Timestamp: [02:14] – [07:14]

The episode kicks off with a deep dive into the ongoing trademark lawsuit surrounding the UGG boot. The hosts discuss the conflict between the American brand Ugg and the Australian family-run business Ugg since 1974, which has been producing UGG boots for over five decades.

Key Points:

• Origins and Trademark Issues:

  • Madison Sullivan Thorpe explains that while the Australian Ugg since 1974 has owned the trademark in Australia and New Zealand, Deckers Outdoor Corporation, a US footwear company, holds the trademark in most international markets. This has led to legal disputes as Deckers seeks to control the use of the term "Ugg" globally.

• Public Reaction and Social Media Impact:

  • The hosts reference a viral TikTok video featuring an Australian influencer advocating for Ugg since 1974, highlighting the emotional and generational significance of the brand.
  • Joanna Fleming remarks, “I felt it was a beautiful moment of vulnerability that resonated with many people.”

• Challenges for the Australian Brand:

  • Madison likens the situation to "David versus Goliath," emphasizing the difficulties a small family business faces against a corporate giant with vast resources.
  • The discussion touches on the financial and emotional toll of the lawsuit on the Australian Uggs, with concerns about limiting their market share and the potential need for rebranding.

Notable Quotes:

• Joanna Fleming [03:32]: “He pulled on my heartstrings and I was sitting there being like, we must support Australian Uggs since 1974.”
• Madison Sullivan Thorpe [05:17]: “What is right is not always what the law will sign on.”

2. Priceline’s New Affordable Beauty Chain: Atomica

Timestamp: [07:18] – [13:10]

The hosts shift focus to Atomica, Priceline's newly launched affordable beauty chain, part of Wesfarmers Health's rebranding efforts. This venture aims to compete with established beauty retailers like Mecca and Sephora by offering a curated selection of budget-friendly products.

Key Points:

• Concept and Offerings:

  • Anika Joshi Smith describes Atomica as a beauty store featuring products priced under $40, including brands like Elf, Nyx, and Milani.
  • The store will offer services such as GLOW Advisors for tailored beauty advice and innovative tools like skin scanners to analyze skin health.

• Market Position and Comparisons:

  • The chain is compared to US-based Ulta, noted for its accessibility and wide range of products.
  • Madison points out that Atomica’s store layout emphasizes marketing and branding, aiming to differentiate from Priceline's traditional pharmacy model.

• Challenges and Opportunities:

  • Joanna Fleming expresses curiosity about whether Atomica can carve out its niche amidst strong competitors like Mecca and Sephora.
  • Discussions highlight the potential success due to a clear gap in the market for affordable beauty products and the importance of strategic branding to attract customers.

Notable Quotes:

• Anika Joshi Smith [07:18]: “Affordability is the key focus for this chain of stores.”
• Madison Sullivan Thorpe [12:51]: “Atomica is born.”

3. Tarte’s Controversial Influencer Trip During LA Wildfires

Timestamp: [13:10] – [22:24]

A significant portion of the episode is dedicated to Tarte Cosmetics and its recent influencer trip to the Caribbean, which coincided with the devastating LA wildfires. The timing and execution of the trip sparked criticism regarding brand sensitivity and corporate responsibility.

Key Points:

• The Trip and Its Backlash:

  • Anika Joshi Smith details how Tarte organized an extravagant influencer trip to celebrate its 10th anniversary, which occurred during the LA wildfires.
  • Madison Sullivan Thorpe mentions that while Tarte made substantial donations ($260,000 in total) and pledged to donate all net proceeds from sales during the trip week, the brand faced backlash for perceived insensitivity.

• Affected Campaigns and Real-Time Adjustments:

  • An influencer, Aspen Ovard, posted a TikTok video titled “Tarte on Fire” with influencers dressed in red, which was quickly deleted due to negative reactions.
  • Tarte responded by adjusting elements of the trip in real-time, attempting to mitigate the damage.

• Ethical Considerations and Brand Responsibility:

  • The hosts debate whether the trip was appropriate, given the simultaneous disaster.
  • Joanna Fleming critiques the duality of Tarte’s actions—making donations while simultaneously promoting a luxury trip, which may appear disingenuous to the public.
  • Madison shares insights from her background in brand marketing, suggesting that Tarte may have miscalculated the public’s perception and overemphasized the marketing aspect rather than the philanthropic efforts.

• Comparative Responses from Other Brands:

  • The discussion contrasts Tarte’s approach with other brands like Tower 28, which took a more community-focused and less self-promotional stance during the crisis, highlighting best practices in crisis management and corporate empathy.

Notable Quotes:

• Anika Joshi Smith [16:05]: “It's very easy to jump back onto tart and go, oh my God, they're so tone deaf.”
• Joanna Fleming [17:15]: “I feel really uncomfortable by it. It was like a neon themed Olympics...”

4. Beauty Product Expiry Dates

Timestamp: [23:40] – [33:51]

The episode transitions to a practical segment on managing beauty product expiry dates, inspired by a feature from The Guardian. The hosts provide actionable tips to ensure product safety and efficacy.

Key Points:

• Audit and Tracking:

  • Anika emphasizes the importance of auditing beauty products regularly, suggesting marking products with the opening date using a Sharpie to keep track.
  • Madison humorously shares her tendency to accumulate long-unused products, highlighting the need for better management.

• Understanding Expiry Signs:

  • Joanna Fleming and Anika discuss visual and sensory indicators of expired products, such as changes in color, texture, and smell.
  • Madison adds that some products, like long-lasting lipsticks, might be kept for sentimental reasons despite potential degradation.

• Storage Tips:

  • The hosts advise storing beauty products in cool, dry places away from direct sunlight and bathroom humidity to prolong their shelf life.
  • Anika mentions how storing products improperly can accelerate expiration, particularly for sensitive ingredients like vitamin C.

• Recycling and Sustainability:

  • The segment concludes with a focus on recycling beauty product packaging through TerraCycle drop-off points at various retailers, promoting environmentally responsible disposal.

Notable Quotes:

• Madison Sullivan Thorpe [24:35]: “I can't imagine getting my La Mer moisturizing cream that is like my most prized possession...”
• Anika Joshi Smith [32:34]: “Try to keep all of your products in a cool, dry place.”

Conclusion

In this episode of Style-ish, the hosts navigate through pressing issues in the beauty and fashion industries, offering listeners a blend of industry insights, ethical discussions, and practical advice. From the complexities of trademark disputes and new market ventures to the delicate balance of corporate responsibility and personal beauty routines, Style-ish delivers a comprehensive overview that informs and engages both enthusiasts and professionals alike.

Notable Overall Quotes:

• Madison Sullivan Thorpe [07:46]: “UGG to me is a descriptor. I don't think that someone should be able to own the term ugg boot.”
• Joanna Fleming [13:10]: “Watch the space.”