Nars is no stranger to using sex to sell make-up. We are – after all – talking about the brand that brought us ‘Orgasm’ blush, perhaps the most famous blusher in our collective consciousness, as well as other gems like ‘G Spot’ and ‘Deep Throat.’ It should come as no surprise to anyone, therefore, that the beloved beauty brand has employed sex once again for its newest products.

To promote its latest lipstick range ‘After Hours’, Nars has put out a new campaign video where the lipstick looks, explicitly, like a dick. In the video, we see a very phallic-shaped lipstick reverse-melt back into its traditional bullet lipstick shape. For anyone who didn’t immediately catch their drift, Nars accompanied the video with the caption: “When the nudes keep you up all night.” 

The video has, as you can imagine, caused quite a stir. Some people were shocked by the reference to penises, clutching their handbags perhaps unaware of the brand’s history.

Others, however, pointed out that this kind of marketing was on par for the brand.

One person pointed out Nars might be overlooking a large section of the market:

Meanwhile, Chrissy Teigen was super into it.