A TikTok clip with 35,000,000 views shows a woman discussing in a humorous way what makeup she should wear for an interview. She uses the term ‘demure.’ The world is swaying on its axis. Now we’re in “demure fall ‘.
The word “demure” has an old-fashioned feel, conjuring images of Princess Diana batting her eyelashes back in the 1980s. The word also has an air of respect. Some people may think it has a derogatory meaning.
How do I apply makeup to work? Very thoughtful, very demure. “I don’t appear like a clown at work” – JoolsLebron
But “demure”, has been taken. TikTok has taken over online marketing and brands are now shouting the word “demure” at us, in an unmistakable manner to get us to buy products. The trend has been seen on the fashion pages of magazines and newspapers, but it actually began in the HR field.
Whose fault was this? Someone named Jools lebron posted a video titled “How To Be Demure, Modest and Respectful At The Workplace” on TikTok.
She said: “See what I do for my work makeup?” Very thoughtful, very demure. I don’t wear green cut creases [a makeup style], and I don’t look like a circus clown at work. The way I present myself at the interview is how I will perform on the job.
“A lot girls dress up for the interview like Marge Simpson, but they go to work looking like [insert unknown name]. Not demure! Remember why you were hired. “Here’s a reality check for you, Diva.”
She is funny for sure.
The video has been viewed on social media more than two million times. This is a figure that a typical job interview video or application advice video could only dream about.
It has been seized by the marketing world. It seems that “demure” is needed to replace “brat summer”. Jim Tomanchek explains. Social media has a lot of viral trends that brands can jump on. People online are calling it ‘Demure Fall,’ with millions of mentions of the word ‘Demure.’
Brands such as Maybelline and Anthropologie are leveraging these online conversations for relevant marketing campaigns and posts on social media. “This strategy of leveraging real-time conversations with customers to create relevant marketing campaigns is here for the long haul.”
Brands that are able to capitalise on viral moments gather broad industry insight so they can be ready to capitalize on hot trends as soon as they occur.
Jools lebron, who would know better than anyone else that this phrase is not likely to be popular anytime soon.
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