Not Your Typical Makeup Tutorial: Learning from Tarte Cosmetics About Social Media


Social media has brought a variety of ways for folks to communicate with each other and for brands to reach the broader public. As an essential life tool for users, and maybe even more so for brands, it is crucial to know how to utilize each social platform to be effective in getting messages out. As we learn more about the best social media practices, we’re often learning through examples and missteps from other people or brands.

Take, for example, the recent controversy with Tarte Cosmetics, a popular, high-end makeup brand. In 2016, the brand launched “Shape Tape” concealer, which has been dubbed by beauty experts as the best concealer on the market, causing fans to beg Tarte for a “Shape Tape” foundation. In 2017, the brand hinted at a foundation launch and fans were in a makeup-educed frenzy. Unfortunately, when the foundation shades were released, Tarte was hit by a storm of disappointment. The foundation launched with 15 shades total, a flop in the cosmetic industry when other brands create foundations with at least 30 shades, promoting equality and inclusivity. Out of the 15 shades, there are only three dedicated to people of color. The lack of diversity made the launch of “Shape Tape” foundation a complete let down, and upset consumers took to their social platforms to express their feelings.

The quick wave of criticism resulted in Tarte disabling its comment section on Instagram. It took Tarte two days to respond to the comments about the foundation launch, which was done through a strategically placed interview with POPSUGAR, which backfired after a rep’s comments about shades being added seasonally because of complexion changes (insert facepalm). Tarte then took to its Instagram to respond to users. Creating an Instagram story, Tarte said the excitement and desire to push the product caused them to have a limited number of shades. The brand also made it clear that it would make a point to try harder to do better in the future, apologizing and taking responsibility for lacking inclusion for all users. While the story seemed to be genuine, Instagram only posts stories for 24 hours, unless utilizing the “highlight” function to prolong the time, which was not used.  Although Tarte’s initial announcement about the foundation was posted to its Facebook, Instagram and Twitter pages, the brand only addressed the issue on Instagram, instead of all three outlets.

Here are three things we can learn from Tarte’s product launch missteps:

1.     Be timely, but not sloppy

Waiting two days to respond to such backlash was Tarte’s biggest communication mistake. In a time when social media is the first place consumers go to let their voices be heard, it’s important for companies to utilize their platforms in the same way. However, being timely shouldn’t mean slacking on the sincerity of the message. It’s important for brands to be thoughtful in their response.

2.     Be respectful and take responsibility


When Tarte disabled its comment section on the Instagram post, it was seen as ignoring the negative feedback from followers and not caring about the situation at hand. With a highly anticipated product such as “Shape Tape” foundation, Tarte’s priority should have been taking responsibility by accepting the comments being posted and responding in a way that showed genuine listening and care.  


3.     Know your platforms (and how to use them)

As communicators, we know we can’t assume our client’s audience is engaged across all platforms. Tarte promoted the product launch on all three of its social media platforms, but only addressed the issue on its Instagram, even though the initial negative conversation started on Twitter. Twitter users who don’t follow the brand on Instagram and didn’t view its story missed out on its apology and reasoning.

The communication mistakes made by Tarte were significant and consequential. With this in mind, we must learn from its errors and keep this campaign flop in mind as we use and advise our client’s social media strategy.

What do you think? Comment below

10 Blossoming Fashion Trends to Replicate this Spring

cowboy boots

To those who eagerly await the golden glory of Spring, we have bad news. Last week, Punxsutawney Phil, the legendary groundhog of Pennsylvania, emerged from his hole only to catch sight of his shadow. This year, we’ll have to suffer through another six weeks of winter before we can rip off our winter coats and throw on our cowboy boots.

Yes, you heard right! C-O-W-B-O-Y B-O-O-T-S. According to fashion industry buzz, cowboy boots are predicted to make a comeback this spring as well as ‘60s floral print and ‘90s Matrix sunglasses. Don’t believe us? Just look at recent photos of Bella Hadid, RiRi, or, our favorite spring breaker, Selena Gomez.

Starting to sweat because your current wardrobe consists primarily of oversized sweatshirts and fuzzy socks? Don’t worry. We have you covered. To make your life easier, we have compiled a short, simplified list of industry trends to help you kick-off the start of Spring!

  1. Lavender. Not millennium pink. Lavender.
  2. Clothes. Who even needs them? Throw on a tulle skirt or dress over your undergarments, and you should be fine.
  3. Looking for something a little more durable? Try pairing a transparent, plastic coat with matching Lucite shoes and/or a clear handbag.
  4. Denim! Denim! Denim! (Dark) Denim everything.
  5. Need a little more pizzazz? Show off fun and daring prints this Spring! (e.g. patriotic stars and strips, shimmer and art-infused prints).
  6. Let loose with feather and fringe adorned garments, jewelry, shoes, and purses!
  7. Embrace the sun by following Kim K.’s lead. Buy yourself a pair of must-have cycling shorts.
  8. Or, for a more conservative day-look, try out a utilitarian jumpsuit.
  9. For those brisk spring mornings or chilly evenings, sport windbreakers, parkas, or anoraks.
  10. Go big or go home! That’s our motto when it comes to accessorizing. Be bold this spring, and flaunt statement pieces, such as straw hats.


P.S. These are some honorable mentions we loved: industrial-grade rubber apparel, ruching, asymmetrical necklines, fanny packs, black and white polka dots, white tank tops/pantsuits, puffy shoulders

Curator Newsfeed: January 2018


The rainy days of January have come and gone (*fingers crossed*) and now that February is here, we can feel the love in the air. Whether you're spending your winter days on the slopes enjoying the snow or sipping on a latte at your local coffee shop, check out our client coverage to find a new restaurant to try this weekend and Valentine's Day gift ideas that will have your loved ones head over heels.

23 More Restaurant and Bar Openings in Seattle and on the EastsideThe Seattle Times

Say Cheese and Say it Again,

Henry's Tavern is a Spot for Portland Cheese Lovers,

City Center to Celebrate Chinese New Year With Dragon Sculpture,

Stock Up on Fran's Hearts for your Sweeties, The Seattle Times

Where to Watch Super Bowl LII in Seattle, Eater Seattle

Seattleite Valentine's Day Gift GuideSeattleite

2018 Rolls Royce Wraith Sets the Bar for Personal Luxury, Portland Tribune

Introducing Brittany, the new kid on the block!


Hey! My name is Brittany Mann and I’m the newest to the Curator team as an Assistant Account Executive. I was born in Nashville and grew up in Beverly Hills, MI (yes, there is one in Michigan). Before moving to Seattle, I took a stopover in Eugene (ScoDucks!) to be a part of the University of Oregon’s Track and Field team where I had great experiences competing as an All-American athlete, including the opportunity to compete at the U.S. Olympic Trials. During my time in Oregon I developed my love for the PNW, studied marketing, and created a program that established an annual field day for Deaf students in the state of Oregon, which grew to include students from Washington.

After spending four years in Eugene, I took a little vacation to sunny LA to get my Master’s degree in Communication Management from USC and spent a season as a member of the Trojan track team (Fight On!). While in LA, I realized how much I missed the green and seasons of the PNW and decided to make the move to Seattle.

Being a student-athlete, I was given a unique look into the world of media, sports marketing and public relations, sparking my interest for a new career. At both universities I attended, I was honored to be named team captain, providing me opportunities to have more direct interaction with the media and helping me understand the impact of a powerful story.  I’m excited to join the Curator team and translate my experiences on and off the field to the business world. 

Outside of the office you will most likely find me in the kitchen baking up some delicious recipe, while simultaneously yelling at whatever sports team is on (I blame all three of my brothers and my football coach father for turning me into the little girl from the movie Remember the Titans).  I’m so excited to begin my new adventure in Seattle, a city that has so much to explore.

Curator Newsfeed: December 2017


It's officially time to kick off the New Year! New Years resolutions have been made and we're all getting back in the swing of things. Check out our client coverage on holiday gifts, local events, and fun cocktails to wrap up 2017 and embrace the New Year. 

Ho Ho Ho Holiday Gift Guide

The Ultimate Holiday Gift Guide For Shopping Malls

Wine Country Fire Fundraiser 'Humbles,' 35-Year Anniversary Celebrated and a Grand Opening

My Styled Life x Brea Mall Millennial Gift Guide

Santa Claus Visits With Dogs at the Santa Rosa Plaza

Palomino: Holiday Cocktails

2017 Family Business of the Year (Small Firms): Kristoferson Farm, Claar Wine Group, Washington Shoe Company

Holiday Cocktails from Palomino

10 Foolproof Food Gifts

Seattle: Get Your Santa Pictures at Northgate Mall

19 Last Minute Gifts for Everyone on Your List

Consumer Catch-Up: Atlanta Airport Ripple Effect, Christmas Shopping Rush, Gift Return Policies

Henry's Tavern Taps 50 Beers in South Lake Union

Local Game Designers Made a Wholesome Alternative to your Favorite Lewd Party Game

Bourbon Cider at Palomino

4 Delicious Holiday Cocktail Recipes You Can Make at Home The Oregonian

Fun Holiday Cocktails for Your Gatherings

How Quentin Tarantino and 'Jackie Brown' Made the South Bay a Star

Curator Newsfeed: November 2017


Thanksgiving has come and gone. The Christmas music is playing, holiday cheer is spreading and we're as busy as Santa's elves. Take a look at our November client coverage for holiday gift ideas, shopping deals and festive events - everything you need to get in the spirit of the season! 

Beer Hall of Fame: Pyramid Brewing HefeweizenSip Northwest

Nine New Retailers Open at Stanford Shopping Center, Bucking Trend Away from Brick-and-MortarBiz Journals

Toronto Students Benefit from Program Connecting Schools with FarmsInside Toronto

Insider Tip: How to Visit Santa Without the Line, KOLO

Plan Your Holiday Season: Seattle-Area Fairs, Festivals and More, The Seattle Times

It's Time to Kick off the Holidays in Seattle, with Yulefest, Macy's Parade and More, The Seattle Times

Love it or Hate it: The Holidays Give us All the Feels, The Seattle Times

Fashion Friday: Dressing Kids for the Holidays, KTVA

Delta Air Lines, Habitat for Humanity SKC Dedicate Home in Community for Veterans, Auburn Reporter

After Massive Hail Storm, Colorado Mills Set to Re-Open Nov. 21, Denver Life

26 Adorable Mommy and Me Outfits and MoreThe Bump

Holiday Train Pulls into Macy'sThe Seattle Times

Holiday Parade: See Who's Crossing the Bay to March FridayWest Seattle Blog

Holiday Shopping Spree at Stanford Shopping CenterLuxe and Linen

Colorado Mills to Reopen After 6 MonthsCBS Denver

10 Malls Where Dogs, Cats (and Sometimes Lizards) Can Get a Pet Holiday Photo With Santa, Los Angeles Daily News

Making Magical Memories, Shop Sweet Things

The 43 Best Things to Do in Seattle This Week: Nov 20-27, 2017, The Stranger

Shops at Crystals Bolsters Marketing Efforts with Focus ExclusivityWWD

Hard to Shop For, No More: 8 Gifts for GuysThe Seattle Times

Mall Gift Guide- 18 Gifts Under $50, Obsessed by Portia

Whole Kids Foundation Raises $3.5 Million to Help Schoolchildren Eat HealthyBiz Journals

Welcome Santa! All You Need to Know About the Macy's Holiday Parade, Snowflake Lane and MoreThe Seattle Times

Embrace the Holiday Season With These Festive Seattle EventsSeattle Magazine

Tree Lighting, Macy's Star Kick Off Holiday Season, KING 5

Last Minute Plans: 61 Free, Cheap and Easy Things to do This Weekend: Nov 24-26, 2017The Stranger

Holiday Shopping at Colorado Mills Mall + $250 Visa Card Giveaway, KRON 4

Thousands of Black Friday Shoppers Hit Bay Area Malls, KRON 4

Hundreds of Black Friday Shoppers Line Up Outside Meadowood Mall on Thanksgiving DayReno Gazette Journal

Holiday Gift Guide 2017Georgia Family

Chief Seattle IHS, West Seattle HS Marching Bands in 2017 Holiday Parade DowntownWest Seattle Blog

Seattle Tree Lighting Draws Large Crowds and ProtestsKOMO News

At the Downtown Tree Lighting, All Eyes Are on the SkyThe Seattle Times

7 Things to Do Thanksgiving Weekend: November 24-26, KIRO 7

Tree Lighting, Macy's Star Kicks off the Holiday Season, KING 5

The Weekend Report: What's Cookin'Seattle Refined

Seattle's Season Gets Off to a Festive Start With Downtown ParadeThe Seattle Times

Tree Lighting Ceremony Goes Off with No Major DisruptionsQ13 Fox

5 Seattle Experiences to Add to Your Family Winter TraditionsMarcie In Mommy Land

Holiday Fashion + Dining at Brea Mall, My Styled Life

Mall Men: Black Friday Support System, KTUU

Christmas Shopping at The Shops at Mission ViejoCupcakes and Cuttlery

'Sway' Game Thinks PositiveKING 5

19 Christmas Gifts for Babies, Kids, Tweens, and Teens, APP

Holiday Toys, The Ashbury Park Press

Curator Newsfeed: October 2017


The leaves and temperatures are continuing to fall, which means it's time for fuzzy socks, warm coffee and endless opportunities to wear your favorite sweater. While you're spending your days cuddled up by the fire, check out our most recent client coverage and learn more about rainy season essentials, date night restaurants and brews worth cheering for!

Client Coverage: 

How I... Support Breast Cancer Awareness Through my Jewelry Business Biz Journals

Food Starts with the Soil  Edible Louisville

Starting With Soil App 100 Days of Real Food

Ag and Business Groups in NAFTA revolt Politico

First Lady of Virginia Celebrates Healthy Food in Schools Local DMV

Margaret Marshall and Rachael Kauffung- How Taking Risks Can Bring Uncharted Success Female Entrepreneurs Institute

Salad Days Return for Nation's Youngsters Bloomberg BNA

Seattleite Spotlight: Karl Moehring, Washington Shoe Company CEO Seattleite

Get it Wright: The Woman Behind Chooka's Reboot Lioness Magazine

Friday Foodie: Palomino The Love Bungalow

15 Pieces That Will Help You Embrace the Rainy Season Seattle Times

MeUndies to Open Palo Alto Pop-Up WWD

Henry's Tavern Suited Soor

Pyramid Brewing Celebrates the Portland Trail Blazer Season with Blazermania IPA Brew Public

Blazers Beat Pelicans 103-93 to Extend Home-Opener Streak The New York Times

Stoneridge Appoints New Mall Manager Pleasanton Weekly

Fashion Friday Last Minute Costumes KTVA

Seattle's Best Restaurants Near CenturyLink Field: Food + Drink to Complement Game Day 10 Best

Seattle's 27th Annual My Macy's Holiday Parade 1889 Mag

Date Night Out in Portland // Henry's Tavern The Burb Girl





Ghosts of our Halloweens Past

We all have skeletons in our closets. In our office, a few of these skeletons have come back to haunt us in the form of our childhood Halloween costumes. Aren't we drop-dead cute?!

Ann Marie Ricard - Gypsy on the left

AMR Halloween.jpg

Jennifer Carroll - Raggedy Ann

Jen Halloween.jpg

Kate Hudson - Sacagawea on the left


Blaire Benson - Forrager of pumpkins 

Blaire Halloween.png

Stephanie Kirk - Hillbilly in the middle

Stephanie Halloween.jpeg

Kenne Kloes - Baby cow

Kenna Halloween.png

New AAE On The Scene - Kenna, Here!

Kenna color.jpeg

Hello there! My name is McKenna Kloes and I recently started here at Curator as an Assistant Account Executive. I’m a Seattle native in every sense – lover of the way our drizzly weather brings so much green beauty, avid coffee drinker (the stronger the better) and committed promoter of local artisans and creators. I’ll never tire of living and working in such a culturally and environmentally diverse city. Of course, the incredible food and fashion scene is a pretty big draw, as well.

I recently graduated from Western Washington University. When considering my career, I knew I wanted to work in a field that allowed me to exercise both “halves” of my brain – the creative right and the analytical left. Working at Curator is ideal for someone like me who is drawn to the fast-paced life and challenge of strategic communications, but also values honest connection and creativity. These are all values Curator shares and lives out daily, which shows in the high caliber of work the agency produces. I’m so thrilled to be a part of the team that makes the magic happen!

With a strong background in journalism, I’ve fallen in love with the way telling a story well can enlighten and motivate. There is so much power in the marriage of words, images and actions. Practicing that relationship and seeing results for brands and people I admire is the driving purpose behind what I do as a public relations professional.

Outside of my work here, I am a writer, a hiker and a maker of yummy foods that warrant a well-designed table and the perfect beverage pairing. Ultimately, all of my passions involve fostering deeper connection, nourishing the mind and body and adding a little more beauty to this vibrant city I love to call home.

Curator Newsfeed: September 2017


It is officially fall, but we're hoping the sunshine will stick around a bit longer! Whether you're ringing in the new season by sipping on a pumpkin spice latte or finding the perfect Halloween costume, take a second to collect a few ideas on healthy school lunches, fall fashion trends, new additions for family game night and dining experiences you can't miss - all courtesy of our clients! 

Client Coverage: 

5 clever ways to get kids excited about healthy eating before they sit at the tableCool Mom Picks

Our Ultimate Guide to (Healthy!) School LunchesHello Glow

OMG, (Back-to-School) Shoes!, New York Family

Fall Fashion: Chooka's Cute and Affordable Rain BootsSeattleite

Delta Sky Club at Sea-Tac Airport Takes off with new addition of Microsoft devices and technology, Geekwire

Starting with Soil is a fun app to teach kids about Organic Food!, Socal City Kids

Sonoma County's 2 Tread opening on Sept. 20, North Bay Business Journal

Reimagining retail up and down the Peninsula, Palo Alto Online

PalisadeSuited Soor

10 Super Cute Halloween Costumes Your Kids Can Wear All Year Long, Working Mother

15 Fun Board Games For The Family, Bustle

Palisade is Celebrating 25 Years of guests favorites with a 4-course meal, KING 5

Sonoma Fashion Finds for Fall, Sonoma Magazine

2 Tread Brewing Company Finally Rolls into Santa Rosa, Sonoma Magazine

{Favorite Fall Trends}, Stoneridge Shopping Center, Raspberry Glow