Maddie Wells (300,000 followers), also started “de-influencing” before it had a name. So having a plan to address constructive criticism is key.” “Is there a reason something fell short? Are there ways this feedback is being handled or informing future improvements? Audiences aren’t just watching videos on TikTok, they are reading the comments. “Rather than react defensively, this can be an opportunity for brands to respond with openness and honesty through effective community engagement,” Milstein said. Other times, they’ll introduce a repackaging or reformulation, she said. In some cases, the brand responds via a comment. Levitan said she’s seen plenty of videos where creators comment that they love a product, but only for the packaging, for example. In one video, she lists buzzy items (Charlotte Tilbury makeup, On Running sneakers, the Stanley cup and “new makeup to look like Alix Earle”), many of which have gone viral on TikTok, and tells her followers they don’t need them.īrands can take “de-influencing” as an opportunity to receive honest feedback. “Many have gotten fed up with the constant barrage of micro-trends and ‘must-have’ items, especially as they take a closer look at their bank accounts.” Grey, this week alone, has posted a number of “de-influencing” videos, as well as videos talking about how this trend relates to conscious consumerism at large. … As we enter into a recession, people are starting to feel the effects and are taking a closer look at their spending and consumption,” she told Glossy. “In the last 12 months, we’ve seen an extreme slowdown in the global economy. Levitan recently posted a video labeled “Makeup I would not buy again,” in which she mentions Pixi blush sticks, noting that she loved the colors, but found the formula too sticky, as her hair stuck to her cheeks when wearing it.Īn influencer who only ever praises products could quickly be deemed untrustworthy - a topic that fuels ongoing, heated debate, whether it’s about the veracity of an influencer’s endorsements and ads or their potential use of filters.Ī content creator who goes by Elle Grey, or on TikTok (8,000 followers), pointed to the impact of the economy on consumer spending and the ability, or lack there of, to purchase based on influencer recommendations. For example: “I followed so quick cuz of the intro statement,” one commenter MAKEUP MONDAY EPISODE THREE #productreview #makeupreview #beautytok #newmakeup #skincare #brownlipgloss #fallmakeup #dryskin #fyp #foryou ♬ original sound – Dara Levitan The video has 550 comments, many of which praise Levitan’s introductory statement. If you have a product that is beautiful and it works for you, stick with it,” she said. “Do not let anyone, including me, make you feel pressure to go spend money and live beyond your means, just to keep up with all the new makeup and all the new products that are constantly dropping. In a sense, she was early to the more critical trend, in that she added a “disclaimer” to a September video, urging her followers not to give in to any app-induced pressure they may feel. There can only be so many variations of ‘my favorite x” before creators flip the script and provide recommendations on things to avoid,” he said.ĭara Levitan, a New York City-based makeup artist and content creator with 205,000 TikTok followers, has a series on the platform called “Makeup Monday,” where she reviews products purchases or is gifted. “It’s so rapid that creators are spinning new or creative ways to offer recommendations or provide expertise. And perhaps most importantly, consumers can’t feel pressure to, let alone afford to, buy every new launch that gets buzz on TikTok.Īnother explanation for “de-influencing,” according to Larry Milstein, founder of Gen-Z consulting agency PRZM, is the rapidity of the TikTok trend cycle. Every product can’t work for every complexion, every skin type - every person. Influencers can’t gasp in shock at the mind-blowing amazingness of every product they try. However, it seems something’s gotta give. Still, the pace of the content mill and the demands on creators mean they feel pressure to have something to say about every launch by a buzzy brand - lest you be the one creator who hasn’t tried the new Haus Labs foundation or weighed in on Fenty’s latest lip stain. “De-influencing” speaks to a convergence of cultural factors: There’s a deluge of beauty launches, the beauty industry is more crowded - and wasteful - than ever, and influencers, makeup artists and beauty editors are overwhelmed by the sheer volume of stuff.
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