The Yahoo! Beauty writer responsible for this has no idea when to use an apostrophe:
Here’s a hint, don’t use it in a plural noun and put it in a possessive noun. Now ask a colleague to explain what a noun is.
Thanks to the Yahoo! Style writers, we now have an opportunity to fill in the missing word in an online version of Mad Libs;
Is the missing word butt: Thanks to the Kardashian’s butt? Hard to tell since we don’t know which Kardashian this caption refers to. You’d think it would refer to all Kardashians, wouldn’t you?
I guess elementary schools don’t teach the same things nowadays that they did when I was a youngster. Of course, that was many, many decades ago, but I thought there were some subjects that were eternal. Like how to form the plural of nouns. Judging from this excerpt from Yahoo! Style, schools are neglecting that bit of knowledge — or the writer was playing hooky that day:
The possessive plural of lady is ladies’. It follows a simple rule: Form the plural of the noun and if it ends in S, add an apostrophe. So, it’s idiots’ and dummies’. If the plural doesn’t end in S, add an apostrophe and S: So women’s, children’s, and alumni’s are correct.
Someday the writers and editors at Yahoo! Style might actually display some knowledge of English grammar. This is not that day:
The plural of a name that doesn’t end in S is just the name with an added S, like this: the Clintons, the Obamas. (Adding an apostrophe makes the name a possessive, not a plural.) If the name ends in S, make it plural by adding an ES. But under no circumstances does the plural involve an apostrophe. Unless you’re writing about Mr. and Mrs. Apostrophe; then they’re the Apostrophes.
Hillary Clinton is the Democratic nominee for the presidency, but you wouldn’t know it if you read this on Yahoo! Style:
As a common noun, democratic refers to a democracy or people in general. But if you’re referring to the political party in the U.S., it’s Democratic, with a big D.
Speaking of a big D, that’s the grade I’d give this writer for coming up with Clintons’s. I’d be appalled if I hadn’t seen that error so often on Yahoo!. It seems Yahoo! writers (and their editors, if they have them) don’t know that the plural of Clinton is Clintons and the possessive of Clintons is Clintons‘.
If well-educated editors overlooked this error on Yahoo! Style, their friends’ and families’ faces would fall to the floor:
I’m assuming that the friends and families (there’s probably more than one family involved) have separated faces, so there needs to be an apostrophe after the S on both friends’ and families’.
It’s hard to beat this for the number of errors in a single sentence:
I can’t explain why the Yahoo! Style writer included a registered trademark symbol with a product name, unless she’s under the illusion that she has to protect a trademark. Which brings me to the question: Why didn’t she recognize Velcro as a registered trademark, too? Because that would be as wrong as not capitalizing Velcro.
Don’t you wish we could all be flies on the wall when the writer discusses this with her editor? What would her argument be? Oh, never mind. I forgot: Yahoo! doesn’t believe in editors.