It takes little to rile Muslims up during Ramadan when religious sensitivities run high, and long days of fasting make one quick to judge. MAC Cosmetics Middle East found themselves in a tight spot recently when they released a “Get Ready with MAC” video for Ramadan. There was nothing wrong with the look they had their makeup artist create on a hijab model, except one thing: they titled it Get ready for Suhoor.
Now Suhoor is the prep meal Muslims eat before they begin their fast at sunrise, while Iftar is at sunset when a lavish feast is laid out for families and friends to gather around and break their fast together. Ramadan is also the unofficial party season in a Muslim calendar, with festivities following well into the celebration month of Shawwal right after Eid ul Fitr.
So what did MAC do wrong? Or at least wrong in the eyes of many Muslims? They titled their GRWM video wrong. See, Suhoor is when we can barely drag ourselves out of bed, and gulp down a few swigs of milk and cerearl, or prepare and eat a hearty meal, as per family traditions. It is hardly the time one thinks of dressing to the nines and heading out to party. Iftar parties, yes. Suhoor parties…what?
Backlash was swift, with many a memes and gifs making fun of MAC’s tone deaf approach to the party season. The company took down the video on its social media as well, though you can still see it on their Instagram. (Caption edited, of course.)
Soon after came a string for counter arguments in favour of the video. Suhoor parties and Suhoor tents, are apparently a huge thing in the Middle East, the intended target audience of the video, and are gaining popularity in other countries as well. Timed to start right after the late night Taraweeh prayers, these parties last till sunrise, when the party breaks for Fajr prayers and everyone can go to their homes and sleep it off till the noon Zuhr prayers. Honestly, I have never attended a party but that is my understanding of how such a party should work. However they are a thing, and very much in line with the lifestyles of the It crowd to share on social media.
Nothing highlights the complexity of the Muslim world better than this, or how a bit of perspective can help us understand differences better.
So was MAC wrong, or right? Was the backlash justified?
MAC had it right because they addressed a rising trend, that of Suhoor parties. They happen and yes, ladies will want to dress up for it. They were also wrong in their lack of inclusivity. While addressed to the right crowd, it failed to take into account the larger part of the population, in the Middle East as well as globally, that can or will not party so.
They did get one thing right though, whatever their intentions, this got the brand noticed, and despite a tinge of notoriety, they have snuck their way back into beauty conversations which had been taken over by Instagram friendly makeup like Huda Beauty or even Charlotte Tilbury with a string of collaborations with the region’s leading influencers.
Whatever time of the day, or night you choose to party, we do think that this is a good look to sport. What do you think?
https://www.instagram.com/p/BjK3kXtAgCB/?taken-by=maccosmeticsmiddleeast