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?
You know the old saying “it’s better to write fast than to write well”? No? That’s because I made it up after reading this on Yahoo! Style:
I’m trying to come up with a reason for so many errors, like the missing punctuation in what should be ’70s, and the use of its for the contraction it’s. And more missing punctuation and the misspelling of granddad. And why the writer would call this sweater a “sleeves sweater”:
It’s a sleeveless sweater or a vest or even a sweater vest.
But why so many errors? I can only surmise that the writer was under an incredible time crunch, that she’s not a great typist and that she hasn’t completely mastered English. And the company she works for has very, very low standards for content. Maybe even no standards.
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.
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’.