The ambiguity surrounding Grimace, as well as his villainous past, seem to have made him a suitable template for meme-making.īy offering a novel menu item in a photo-friendly purple hue and tagging it to an infamous character, McDonald’s had a menu item designed to draw wild reactions. In 2014, the company’s corporate Twitter account told a fan that, per the character’s lore, “he is the embodiment of a milkshake or a taste bud.” McDonald’s still isn’t certain exactly what Grimace is, though. Soon, benevolent Grimace was just a triangular lump in Ronald McDonald’s gang of fast food lovers, and the villainous Hamburglar filled Grimace’s former role. When ad execs realized that Grimace was frightening young potential consumers, they softened the character, dropping the “evil” from descriptors and lopping off one of his sets of arms. Even in those commercials, though, the bumbling thief never attempted to poison or murder anyone who got in his way. When he was first introduced in the 1970s, commercials referred to him as the “evil Grimace,” a four-armed purple blob who used his many limbs to abscond with cups of milkshakes, according to Food & Wine. Grimace wasn’t always a happy-go-lucky amorphous creature. Sometimes they even appear to vomit purple before “succumbing” to death by shake. Sometimes they’re playing dead in an abandoned building or a dark street or draped over a McDonald’s sign. Cut to: The TikTok-er, in the throes of death, splayed in a puddle of purple liquid. In a typical “Grimace Shake” TikTok, an enthusiastic young person, Grimace shake in hand, will wish the big purple mascot a happy birthday before taking their first sip. The Grimace shake, though, has become more infamous than beloved. The eatery has collaborated with musicians like J Balvin and Travis Scott on celebrity-approved meals and even teamed up with buzzy streetwear brand Cactus Plant Flea Market to release exclusive collectible Happy Meal toys for adults, including a mold of everyone’s favorite purple blob.Įven before collectors were reselling the limited-edition designer toys, McDonald’s has played with scarcity and limited availability: Its Shamrock Shake and McRib are often only available for a few weeks each year, if that, and they’ve become cult menu favorites. Keep scrolling for a peek at 2023’s biggest shag haircut trends in case you need a little inspo for your Pinterest board.The rollout seemed in line with other recent McDonald’s marketing schemes to build cultural credibility and capitalize on virality. “The shag will grow out more seamlessly since there is so much texturing and layering throughout,” says Krysta Rojas, the owner of Base Salon Chicago. Once you’re shagged up, Wiley says you can keep your layers defined by getting trims every six to eight weeks - or you can simply leave it to its own devices. But if you want to DIY the look with TikTok as your guide, that works, too. “Having a full consultation with your stylist will determine the best length and where the layers should fall based on your bone structure,” she tells Bustle. The shag can be adapted to work for all face shapes and hair textures, Wiley says, so it can be flattering on anyone. “It’s been so popular and continues to be because it’s versatile and customizable,” she tells Bustle. And, regardless of the type you go with, it’s meant to have that messy, cool-girl vibe. According to Jamie Wiley, a hairstylist and founder and CEO of HAIRBOSS, any haircut that features layers at the top and sides with feathered ends is considered a shag. The shag haircut is a loose, undone look that doesn’t have to be too perfect. The fact that shags aren’t meant to be precise is exactly what makes them so appealing - and partially why they’re sticking around as a major hair trend in 2023. If you so much as glanced at TikTok in 2022, chances are you saw someone giving themselves a wolf cut or other shag variation at home.
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