Per Melt: 🎶 “Lets do the time warp agaaaiiiin..!” 🎶

So, I own this email earlier today, and after seeing what is about, I instantly remember that a couple of yrs ago, during one of her weekly 'New Makeup Releases' videos, Angelica Nyqvist gave what she said was her updated opinion on Melt after presenting whatever they were releasing at that time. At the time, I wasn't 100% on board with Angelica's opinion, but now, with Melt re-releasing a stack (although I DO think this is a new color story for them) and looking over their last 2yrs of releases, I would have to completely agree.

According to Angelica (from here on out I will be paraphrasing, so no direct quotes or quotation marks), in her personal opinion, Melt had gotten (for lack of a better word) boring. She surmised that Melt had simply run out of creative ideas for their makeup line, causing their ads, campaigns and even products to be missing that certain spark that Melt products USED to have. To her (if the product wasn't an all-out dud), nothing was new or exciting, and if it happened to be a new palette, a closer inspection would show that it was either a new take on an existing palette (maybe a few new shades) OR two existing palettes that had been curated into one. I'll add, that if it doesn't fall into one of those, it'll piggyback off an existing palette (e.g: Gemini/Gemini II & SmokeSessions/SmokeSessions II).

When I got back into makeup the hype around the Melt stacks was gone. Matter of fact, some of the very first videos I remember watching were reviews that had the stacks in them. The overall impression that I got was that the stacks were kinda expensive considering that the eyeshadow itself was just ok 🤷🏻‍♀️ The stacks were heavy for their size, annoyingly cumbersome to try and keep in a makeup bag, but wait, the magnets were SO weak, they weren't even strong enough to keep the entire stack held together, so putting them in a makeup bag was like inviting a toddler to play with them, only to then be surprised when their makeup got demolished. They felt like they had been gaslit into paying a higher price point for elite packaging that didn't actually exist in the real world. Now, I know me, and if I were to buy this new stack and the magnets STILL didn't work how we, the consumers, would like for them to work.. well, I wouldn't just be pissed, the level of my disappointment would feel so heavy that I know I would never ever buy from Melt again. Not even 2nd hand. The could invent an eyeshadow that jumps out of its pan to perfectly apply and blend itself on your eye, and my wallet would remain closed. (Ok, FIIINE..! Yes, if they did in fact invent that specific kind of shadow, I'd buy it in every color I use 😂 That's not the point, you know what I'm saying even if I AM being hyperbolic 😂😂)

So since I don't have any kind of nostalgia attached to the stacks, therefore not buying this new one, I know a LOT of people do. If packaging or theme-ing matters to you, what do you think about the direction Melt has been going these last 2yrs, in regards to their creativity? Do you (or have you ever?) still feel excited when making a Melt purchase? How do y'all feel about this release? Blast from the past? Or should we put a fork in Melt bc it's DONE?

If you've read this entire thing, I sincerely hope you don't regret it 😅 Sry for the novel guys! I hope everyone has the best week ever!! 😁