Cosmetics Company Tries Insulting Customers With Acerbic Makeup Cop

Benefit Cosmetics, a California beauty brand, is trying to market makeup through humor. In its new spot by Portal A, Sarah Colonna, a comedian from Chelsea Lately, bops about on a Segway in a police uniform doing beauty busts in the most insulting way she can—often leaving her victims gasping in shock. While the whole fashion-police concept is rather old, what's new is that a cosmetic company is ditching the glossy aspirational ads and outright insulting potential customers—almost never a good idea.