I think coldness is chic among writers and particularly ironic coldness. What is absolutely not allowable is sadness. People will do anything rather than to acknowledge that they are sad.
The game in beauty is changing so much if your product isn't high tech or can't make a unique performance claim - plump your lips reduce your lines look glossy and stay on for 24 hours - you can't go to market today. I'm not just talking about a $20 lipstick but a $5 lipstick!
