Now that most of the United States are still on partial-lockdown, people are turning to other forms of entertainment, including makeup and self-care. Jeffree Star took the opportunity to launch a new product recently, however, the reception to his product name didn’t go down as planned.
E! Online reported today that Jeffree Star launched a new product with the name, “Cremated.” Not long after Jeffree revealed the new product line, people on social media criticized the beauty YouTuber for the supposedly insensitive name amid the COVID-19 pandemic.
One Instagram user, in particular, stated that it seemed a bit “tacky” to them because of the ongoing coronavirus that has killed many thousands of Americans this year. Another described the title as “tone-deaf” for the same reasons.
Many other social media users made similar comments. In Jeffree’s defense, the makeup artist first trademarked the brand back in September 2019, long before the coronavirus pandemic started making its way around the United States.
My grandma had to be cremated after she died from Covid. This seems like bad timing for such a product.
— D'amone (@HAPPYHAHAJK) May 15, 2020
Detractors claimed that regardless, Jeffree could’ve waited a few more months to unleash the new product. Regardless of where you stand on the issue, it’s clear that many of Jeffree’s fans are put off by his choice in the title for his new makeup palette.
Interestingly, back in April, Jeffree said he had to cancel his new product launch due to bad timing. Just Jared was the first publication to pick up on comments from Star in which he explained why he chose to back away from a new product launch.
But, as it turned out, Jeffree still wound up having bad timing anyway with all things considered. On the other hand, it was reported that Jeffree intended on releasing 4/20-themed products for the 20th of April – the annual celebration of marijuana.
Around the same time, Jeffree unveiled a charitable plan by which he would be donating money to several of his fans. Many lucky individuals would receive up to $2,500 to help them cover their bills during difficult times.