Is the sachet ketchup—or makeup?

The actual move

MSCHF’s Ketchup or Makeup drop presented a purchase built around those two possible contents.

Why it makes the cut

Identical-looking formats turn a beauty purchase into a guessing game.

What separates it from ordinary marketing

The uncertainty is inside the object, so opening it is the creative event. The work borrows the expectations of condiment packaging and disrupts them.