Instagram/@ayeshacurry
Ayesha Curry along with her Sweet July Skin collection has come up with an exclusive taste that is available for a limited time only. Also, a portion of the proceeds from the collection will go to Hurricane Melissa relief in Jamaica and the Caribbean. The entrepreneur has thus unveiled the Rum Cake Lip Treatment which is a tribute to the lavish dessert and offers nothing to less than hydration and a shining finish as the product will be made out of peptides and fruit oils. This launch is all about charity together with beauty.
Advertisement
The Sweet July Skin empire of Ayesha Curry is now going to be crowned with a unique charitable twist. The Rum Cake Lip Treatment is the last item that draws its inspiration directly from the exotic and amazing taste of Jamaican rum cake. The lip treatment is styled as the most delicious treat for fall and comes with peptides that will plump lips and with fruit oils that will make lips smooth, pliable, and moisturized. Most important, it contains antioxidants as well. Besides, it has the beauty appeal, Curry made this launch an important humanitarian event.
November sales of Rum Cake Lip Treatment will have a percentage allocated for Hurricane Melissa relief efforts. The campaign is designed to uplift the storm-affected residents of Jamaica and the Caribbean who are in need of support to rebuild and recover. In her announcement, Curry invited her audience to pamper themselves by purchasing the product while simultaneously contributing to the rebuilding efforts. The product is currently available on the Sweet July Skin website.
However, the announcement received a rather complicated response that consisted of both support and pointed criticism. The most enthusiastic product fans expressed their excitement, yet a big part of the discussion swiftly shifted from the lip treatment and its charitable cause to the personal life of Curry and her relationship with her NBA star husband Stephen Curry.
A typical product enthusiasm was reflected in a comment expressing, “Love the other three so obviously getting this one too keep it coming!” This kind of reaction denotes the presence of a loyal customer base that is always informed about her brand releases. Another comment simply expressed, “Yep I need to try this one!” which buys into the main market appeal of her cosmetic line.
However, on a different note, a much more vocal group of reactions was outright rude. One person replied, “We love your husband, not so much you,” and another person in the replies was in agreement and expressed the same view through a comment. This points to a familiar public narrative where the popularity of Ayesha is sometimes compared to the overwhelming popularity of her husband.
Another critical remark took a more personal approach: “Still a 5 at best. And that’s after she hit the jackpot with Steph.” Such comments highlight the unwarranted and often tough scrutiny regarding her looks and the belief that her success is solely due to her marriage.
In spite of the negativity, one person defended and directly addressed the critics. They said, “All these basement dwellers guys with no brains worried about another guy’s wife when the Currys are good. That’s what Steph said when he checked Killer Mike. So, next time you see Steph in person, tell him to leave his wife.” This remark is a powerful counter-argument that reminds the critics of Stephen Curry’s past support of his wife and highlights the irrelevance of their criticisms.
Not even the charitable aspect of the launch attracted some skepticism. A user posed the question, “What help is coming from your side for the Jamaicans who are suffering from hurricane Melissa?” Although the question was valid, it appeared to overlook the donation structure that has been mentioned in the product launch itself.
Advertisement
The introduction of the Rum Cake Lip Treatment is, in fact, a clever strategy employed by Ayesha Curry who is now able to combine a business with a heartfelt philanthropic mission. On the other hand, the polarized reaction that it received online gave a clear view of her public experience. It is a scenario in which entrepreneurial successes and charitable practices are the first things to be buried under the constant and very private commentaries. However, the product still signifies a very real attempt to offer a delightful treat to consumers and a significant help to communities in need. The initiative is a perfect illustration of Curry’s philosophy whereby trade is coupled with charity, the latter being a feature of her brand. She recently shared an intimate family moment in New York City, and also Stephen Curry and Ayesha Curry launched a major community initiative in Oakland. Ayesha Curry also celebrated a friend’s birthday with a Drake dance video, and she attended the Baby2Baby gala amid ongoing commentary about her marriage.