The tongue-in-cheek labelling used on Lush’s cosmetic products is a vital part of why their brand is so appealing. Lush clearly did not slack on this branding aspect when it came to creating their new “Catastrophe Cosmetic” fresh face mask. The name in itself as well as its product description/tagline “I’d like to keep it on, please” is a reference to this moment from the latest season of reality show RuPaul’s Drag Race. Suffice to say, it was one of those golden moments you can only get on reality television, spurring an awkward moment with a catchy one-liner to match. Drag Race contestant Valentina’s response, ”I’d like to keep it on, please," became an internet sensation among fans of the show; followers of the Race were quick to take this to social media and turn it into a “meme”. Lush got in on the joke and took advantage of the mask-related fiasco to sell their own mask product. Understanding that pop culture sells, the brand’s decision to capitalise on reality TV and meme culture has proved to be a bountiful one. Following the launch of the Catastrophe Cosmetic mask, a Lush customer recognised the humorous reference and posted about it to Twitter, where the post has garnered tens of thousands of likes and retweets. Talk about free advertising!