There’s no denying that influencer fatigue is a very real thing right now; trust of online personalities is at an all-time low, not a week goes by without someone being pinpointed as a ‘bad example’ or highlighted for breaking the rules, while endorsements and collections by big-time-names are no longer received with sell out success. The bubble was always going to burst at some point, but there seems to be a real lack of differentiation between those that genuinely know their stuff vs those who capitalise on their ten minutes of fame by holding up any product that’s willing to pay for the privilege – and the result is more negativity, nastiness and spite than you could shake a Daily Mail commenter at.
As someone who has been blogging for nearly a decade and worked in the industry for far longer, I do find it frustrating that all ‘influencers’ are tarred with the same brush; I too find it more than a little frustrating to see #AD after #AD on my Instagram feed when it feels inauthentic and forced, that I’m constantly told to ‘shop my look with LikeItToKnowIt’ when I just want to know where their skirt is from, and that some entirely neglect the responsibility of speaking to millions of easily influenced teenagers.
But I also see the women in their 30’s, 40’s, 50’s and beyond who are showing that you can wear what you want, do your makeup how you want and go where you want no matter your age; I see the mums sharing the highs and the lows of parenthood, rather than the unrealistic rose-tinted celebrity version we had for decades; I see the makeup artists and industry experts showing us what really makes the cut and how to shop more consciously for a bathroom cabinet that offers effectiveness and value.
The world of content creation has never been as bursting with creativity, knowledge and passion as it is now.
However, one brand that has chosen to only see the negative, capitalising on influencer fatigue while (in my opinion) being incredibly short-sighted, is a new kid on the block called MyBeautyBrand. They say it themselves better than I ever could capture, so here’s a snippet of their mantra:
“I’m sick of the braggers, the bloggers and the hashtaggers… I’m sick of the fads. I’m sick of the ads and the wouldn’t be famous if it wasn’t for your dads. Sick of the scammers and the fake tanners and the ‘no makeup makeup instagrammers’… Sick of the sponsored content and constant nonsense…
Sick of the game. Sick of the same.” – MyBeautyBrand
Blimey. Although I get it, I really do, I can’t help but think they’ve misjudged this entirely; it feels incredibly naive to go in this hard against a community who often have the power to build brands, drive sales and create cult products. Yes, our industry is full of negatives, but it’s also full of positives – if you choose to embrace it in a way that’s beneficial for all. As one of my followers, Rhiannon, on Twitter put it: “without ‘influencers’ a lot of brands wouldn’t have a business.”
There’s a huge difference between embracing inclusiveness, diversity and positivity so that beauty brands do good and encourage us to love ourselves inside and out, and choosing to just be a bitter Negative Nancy. For me, their apparent obsession with hating influencers and social media is out of touch with the realities of the modern world. One of their statements on Instagram reads: “When did beauty get so ugly? When you got paid to say you love me.” Although at first glance it may appear refreshing, what MyBeautyBrand are failing to recognise is the value of working with influencers over more traditional platforms – when done correctly.
Choosing the right people to work with in the right ways can be hugely beneficial, but alienating such a huge industry entirely is surely going to backfire during such a critical launch period. In the last five years social media and influencers have undoubtedly kept the beauty industry afloat, if not thriving, and ignoring this entirely is simply ignorant. Having worked at a top five beauty brand a decade ago, when everyone was struggling, I can tell you that the birth of blogging and social media has changed the landscape and democratised beauty like nothing else in its history; without it, many of our favourite names would no longer be available on the high street. And I say that not as a blogger, but as a beauty industry expert.
Continuing on the irony train, their business model is essentially affiliate marketing under another name. “Build your own shop!” they say. “Get 10% commission for sales up to £1000!” they say. “Share your looks with us!” they say. So they’re basically encouraging their community to become influencers by sharing their looks, creating their shops and getting people to follow along and buy into what they say… Isn’t that the exact thing they seem to be against? I’m confused.
What’s baffling about MyBeautyBrand though, is the fact that they’ve chosen to focus so much on what they don’t like and not tell us about anything they do. What do they stand for? What’s different about their products? Why should we choose them over the thousands of other brands out there? Who knows! I’m not intrigued enough to part with my cash to find out.
Hating everything in the style of a Daily Mail reader isn’t enough. And it turns those who could of loved and supported your brand right off from the offset – influencers and influencer enthusiasts alike.
So all I can say is this: Good luck MyBeautyBrand. Let’s see how you get on this time next year…
What are your thoughts on this strategy and the brand in general? Let me know below…
If you want to check them out for yourself, you can do so here: www.mybeautybrand.com
Jane from British Beauty Blogger has also written about the brand and tried some of the products here.
If you want a look at the products themselves, here’s a couple of pictures from their site: