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Today in unexpected winning business models... Last week, Mathew Carpenter launched ShipYourEnemiesGlitter.com, a site that for $9.99 in Australian dollars sends an envelope of glitter to people you hate. It's simple and straightforward: Passive-aggressive revenge that's more funny than harmful, the perfect response to everyday petty grievances. The site exploded on Reddit and spread to other Millennial-targeted publications like The Daily Dot. Within 24 hours, it was overwhelmed with orders, prompting Carpenter to beg the Internet to stop buying. A typical response to his plea: "You have made your glitter-coated bed and I'm afraid you will have to lie in it."
Why we loved it? Ship Your Enemies Glitter is tongue-in-cheek, easy to understand, and more deprecating than salesy (the polar opposite of headlines like these). Like Cards Against Humanity, its language was catnip to users whose purchases aren't always aspirational; they express a skeptical humor toward consumerism. Carpenter's quick rise to fame, and consequent regret, also make a great story to follow.
ShipYourEnemiesGlitter with 1m visits, 270k social shares, $xx,xxx in sales, tonnes of people wanting to order. 24 hours old. For sale.— Mathew Carpenter (@matcarpenter) January 14, 2015
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