The Estée Lauder Futurist Hydra Rescue content today (and a few mentions recently when asked for recommendations) on Sali’s channel goes right to the heart of a huge issue with influencer marketing and culture.
Understandably an influencer wants the product to look as good as possible for the brand so it sells. It’s an ad, they say. No different to what you would see in a magazine.
Yes ok I get that. But here’s the thing. When I see Kendall Jenner in the Estée Lauder Double Wear Foundation ad in store or in Vogue, I *know* it’s not reality. I know what I’m being sold.
But the influencer who sets up forums and Facebook groups, who says they are a journalist, whose USP by their own design is being honest and transparent? It’s a different ball game, and *we* are being set up as the bad guys for not playing by the rules. Because we are refusing to turn a blind eye to what is really going on in order for that transaction to take place.
So then what I struggle with is the lack of dialogue to explore these and other influencer issues, especially by people who fill that curious space of someone who has another expertise and has entered the influencer arena to take advantage of the financial incentives. When it suits, they will act as if they are with you - guiding, advising, sharing knowledge in a conspiratorial manner. It’s this duplicity that is a part of what people are pushing back at, I think. Or me, at least.
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) are shitting themselves and urging people not to dye or cut their own hair. Probably because a lot of people will find out they can do their own hair perfectly well thank you and for a miniscule fraction of the cost. Who the hell is going to fritter away £300 or more on a haircut at Hershesons (sp?) even when this is all over? People will rightfully be timid and wary in case this bloody thing comes back. And a lot of people's finances will have changed for the worse.
