Woman's cheeky PSA to swap sports metaphors for makeup lingo at work has other women applauding
"The deal's not over before we apply the setting spray" needs to be said in offices immediately.

Can we please normalize this??
Anyone who’s worked in an office setting knows that corporate lingo and sports jargon go hand-in-hand. In fact, the two are intertwined within history, but that’s another story. But while there’s nothing wrong with “knocking it out of the park” or “being a team player,” what if workplace language took a more feminine turn?
This was the thought experiment that began after Ari Kraemer, a 32-year-old sales and marketing professional from Minnesota, began quite literally flipping the workplace script by injecting makeup and beauty metaphors into the conversation. Honestly, it’s something Elle Woods would be so proud of.
In Kraemer's first video, posted in May, she says things like, "I know we want to move forward with this, but are we adding the foundation before the primer here?" and, "I'm seeing buying signals here too, but the deal's not over until we add our setting spray," which beauty aficionados will immediately understand.
@arikraemerhq We’re gonna need a full beat to win this pitch
♬ original sound - Ari Kraemer
If you need a translation, Kraemer is basically suggesting that someone is getting ahead of themselves in the first statement, and that the “deal” isn’t over until a final, cementing action is taken in the second. So maybe like, “You’re stepping up to the plate without a bat” and, “The game’s not over until the clock reaches 0:00”? I don’t know…I’m not a sports person!
Kraemer’s silly-but-smart video quickly went viral and got such positive feedback.
"Great analysis of how gendered language is," one person shared.
Another said, “As someone who works at Ulta corporate, I’m using all of these.”
Similarly, another added, “I work in cosmetic science. I’m going to legit start using these at work.”
And of course, people were inspired to contribute their own suggestions.
"We're aiming for a natural glow, not a full beat."
"I think we're veering on blush blindness with this. Let's scale back."
“Great initial idea, needs a blending shade.”
“You’re trying to add lashes before the glue is tacky.”
"The client wants Charlotte Tilbury quality on an NYX budget."
Following her viral success, Kraemer has posted quite a few more of these bad boys. Including one below where we really get to see makeup and sports metaphors go head-to-head…ultimately coalescing in the most wholesome way.
And to think, this all started after going to a work summit where the speaker constantly used sports metaphors, leaving Kraemer and a female colleague feeling isolated. "It kept distracting from his point," she said in an interview with BuzzFeed. "My female colleague and I joked about it, and I thought, Why not flip the script? Why do we always default to sports and war when talking about business?"
In a subsequent interview with Newsweek, she added that, "Traditional sports metaphors feel overused, and they exclude those of us who do not follow sports.” She believes her videos “resonated because so many women want to show up in ways that reflect their authentic experience.”
@arikraemerhq Replying to @anna f curtis • skincare stuff more requests from the comments and a few originals #corporatehumor #womeninbusiness #worklife ♬ original sound - Ari Kraemer
And for those who would like to infuse a bit more beauty gab into the workplace to give it a true glow-up, Kraemer even wrote a book, titled Touching Up, compiling some of her most beloved makeup-inspired phrases. The book, of course, is an unapologetic hot pink. Again, so Elle Woods-coded. Love to see it.