L'Oréal / Maybelline
"Smokey Eye" Kohl Pencil
L'Oréal / Maybelline
- Item
- "Smokey Eye" Kohl Pencil
- Retail
- ₹1,826≈ $22
- Spin
- "Smoky eye pencil"
L'Oréal's Maybelline brand markets a 'Smokey Eye' Kohl Pencil, presenting it as a contemporary cosmetic for a dramatic look. This product takes inspiration from the traditional practice of applying kohl but rebrands it for a Western beauty market. The marketing focuses on a 'smoky' aesthetic, detaching it from its original cultural and protective significance and the traditional methods of preparation.
काजल
Kajal
- Region
- Pan-South Asia
- True Value
- ₹200≈ $2.41
- Category
- 04 · Spiritual Symbols
Kajal, or kohl, is a traditional eye cosmetic with deep cultural significance across South Asia. Hand-prepared using natural ingredients like ghee and camphor, it is believed to protect the eyes from the sun and ward off evil. It is commonly applied to infants and women, symbolizing beauty, health, and auspiciousness within families and communities.
FX reference: 1 USD ≈ ₹83 — for comparison only
The Story
L'Oréal's Maybelline line introduced a "Smokey Eye" Kohl Pencil, retailing for $22. This product was marketed as an essential for achieving a smoky eye look, a popular Western beauty trend. The brand presented it as an innovative cosmetic, without acknowledging any cultural origins.
The product draws from Kajal (काजल), a traditional cosmetic with deep roots across Pan-South Asia. Traditionally, Kajal is meticulously hand-prepared using natural ingredients like ghee and camphor. It holds significant cultural and spiritual meaning, often applied to infants to ward off the evil eye and enhance eye health, beyond its aesthetic appeal. Its fair value in its region of origin is approximately ₹200.
The appropriation of Kajal by Maybelline, rebranding it as a "Smokey Eye" pencil, has been noted by cultural commentators and advocates for traditional crafts. The primary objection centers on the lack of acknowledgment for the South Asian origins of kohl, a practice deeply embedded in cultural and spiritual life, not merely a cosmetic trend. Critics highlight the significant price disparity and the erasure of its traditional context.
Kajal is hand-prepared with ghee and camphor and applied to infants. Westernised as 'smokey'.
Reporting forthcoming