"Latisse, the first and only FDA-approved prescription treatment for inadequate or not enough eyelashes, growing them longer, fuller, and darker."
First of all, it seems kind of redundant. Isn't "inadequate" just a synonym for "not enough"? What even counts as "adequate" when it comes to eyelashes? Is there some function eyelashes perform of which I'm unaware and for which there's a minimal number required? If adequacy is not about quantity in this case, is it about length or girth? And do eyelashes even have different girths?
Of course, these questions are largely rhetorical. I'm reasonably sure that in this case "adequate" just means "pleasing to the hetero male gaze" or something like that. So here we have another case of the medicalization of a purely aesthetic perceived failure to measure up to the beauty standard. There's actually something medically wrong with you, which can now be fixed, if your lashes are not thick and dark and long enough. Predictably, a little research shows that this is just another case of a pharmaceutical company scrambling for a new application for an existing drug in order to extend the patent and increase their profits. And once again, the target demographic is women, and the method is to problematize a normal physical feature or pathologize normal behavior.
But beyond this problematic pattern, there are other things we can learn from this ad as well:
- Latisse empowers you to smile passively and flutter your eyes appropriately while having something mansplained to you;
- Latisse empowers you to seductively (I guess?) shimmy your shoulders and thrust out your tits appropriately while a man leads you around the dance floor;
- Latisse empowers you to do the special porn-inspired blowing-out-the-birthday-candles move: bend at the waist, thrust your ass out, shake your tits just a little, and purse your lips in that special, special way.
In other words, Latisse will empower you to be everything a woman ought to be.