Tag Archives: Erica Tempesta

“Look at all these women looking for ‘sugar daddies'” says sugar daddy ‘dating’ site

From a saucy single mother to a VERY sultry lawyer, controversial dating website introduces the 15 lingerie-clad beauties who will compete for the title of Sugar Baby of the Year

Fifteen young women who love to be pampered and financially cared for by wealthy older men are competing for the title of Sugar Baby of the Year.

The controversial dating site Seeking Arrangement, which pairs well-off men with attractive women looking to enjoy the finer things in life, is offering this year’s winner of the annual competition a role as a brand ambassador, the cover of the 2017 Sugar Baby Calendar, and a cash prize of $10,000.

Source: Daily Mail, 28th October 2016


The Daily Mail here, cheerily and lustily showcasing the various women competing for the coveted crown of ‘Sugar Baby of the Year’ – a title invented to promote the ‘Sugar Daddy dating website’, Seeking Arrangement.

The site claims to match up rich men who are looking for company with young women who are happy to be paid for their company – as a business model, it’s so strikingly similar to prostitution that the site has been banned in a number of American states, yet the Daily Mail happily promote this PR-derived competition, primarily as an excuse to run photos of young, semi-naked women.

The Daily Mail have form for this: back in 2013, in an article for the New Statesman, I revealed that the Mail printed 29 stories in 11 months, all derived from press releases from Seeking Arrangement or one of its affiliates. Ironically, this astonishing run came at the same time that the Mail celebrated a ‘victory for decency’ in their campaign against online pornography.

It’s disheartening, but not surprising, that the Mail haven’t cleaned up their act. In fact, a cursory Google search shows they have printed at least 26 stories in 2016 derived from PR from Seeking Arrangement. So much for their commitment to decency.

“Women buy make-up in overly large containers!” says smaller-size make-up retailers

Do you use expired make-up out of shame? More than 80% of women feel too GUILTY to throw out make-up that has gone bad – even if it causes them to break out

If you can’t stand the thought of throwing away your clumpy, two-year-old designer mascara that has long expired, you’re not alone, as 89 per cent of women admit to holding on to their old make-up ‘just in case’ they need it someday – even though it may contain harmful bacteria.

Source: Daily Mail, 24th September 2015


To think, women’s insistence on buying large-size make-up containers is making them ill, because their skinflint tendencies prevent them from throwing make-up out once it reaches its sell-by date. If only there were a solution to this conundrum, preferably from a company willing to pay for scientists and a PR team to put a story into a national newspaper:

Stowaway, a cosmetics brand that sells ‘right-sized’ products, teamed up with beauty data company Poshly to commission a study of more than 4,000 regular make-up wearers to see how they are really using cosmetics in their daily lives – and the results are shocking.

75 per cent of the women surveyed say they don’t routinely finish their make-up products, not just before it expires, but at all.

And your health may be at risk. Scientists at London Metropolitan University recently tested five products including a mascara, found

I’m glad it took scientists at a university to help promote a brand whose unique selling point is that they sell smaller containers of make-up. That seems an excellent use of a scientist.

“People are obsessed with how they look!” says teeth whitening company

Are you addicted to selfies? Researchers reveal millennials will take a whopping 25,000 photos of themselves in their lifetime

Millennials are undoubtedly the selfie generation, and if these young adults carry their picture-taking habits into old age, they will have more than enough photos to share with their grandchildren.

According to a new survey of 1,000 young Americans conducted by Luster Premium White, a maker of teeth-whitening products, 95 per cent of the respondents have taken at least one selfie.

And when you consider the estimated frequency millennials are taking pictures each week, they could end up taking an average of 25,676 selfies during their lifetime.

Source: Daily Mail, 21st September 2015


Keen observers will have spotted in the middle of the opening there that this story is genuinely a case of American youngsters being accused of narcissism by… a tooth whitening company. This might seem hypocritical – after all, what’s more narcissistic than obsessing over one’s appearance, and the whiteness of one’s teeth? But, in actuality, this is a perfect example of a PR stalwart: the Bait And Switch.

Note, if you will, the opening condemnation of narcissism giving way to a normalisation quote from the company spokesperson:

‘Even a brief glance at a Facebook page, a Twitter feed or Instagram account confirms that millennials are dedicated to chronicling their lives with selfies, and they especially enjoy sharing them with their network of acquaintances,’ said Damon Brown, CEO and co-Founder of Luster Premium White.

‘Beyond just millennials, most people now take selfies while on vacation or while celebrating to chronicle special moments with friends and family,’ he added. ‘If you don’t take a selfie during your vacation or while celebrating a special day, it is almost as if it never happened.’

We’re now in a place, storywise, where the narrative is no longer about a ‘whopping’ number of self-photographs, but of ‘celebrating’ and ‘chronicling’ and ‘enjoying sharing’. The initial note of condemnation has softened to understanding. And from understanding, we can move to supporting… and then influencing:

‘It’s become the virtual equivalent of a photo album,’ Damon said.

And when it comes to capturing yourself in the digital era, primping is also key.

More than half of those surveyed admitted to fixing their hair before taking a photo of themselves, as 53 per cent said they check themselves out in the mirror.

Meanwhile, 47 per cent of the respondents confessed to practicing their facial expressions before taking their picture.

Not only is the photograph itself now supposedly important, but we’ve had introduced to us the notion that it’s equally important to look one’s best in the photograph. Given that that’s the key message the PR intends to put across, it’s no surprise to see it become the central theme of the rest of the piece:

It’s important to make a good impression even if it is through a selfie shared with people you know online or in an email,’ Damon explained.

‘They will assess you based on the way you appear and carry yourself in a selfie – your hair, your teeth, your attire, and overall demeanor – so you want to make sure that you look and feel your best,’ he added.

Clearly we’re now advocating the importance of obsessing over every aspect of one’s appearance – and our path to the dark side is complete. Classic PR.