DESCRIPTION – More and more content creators are appearing on TikTok not to promote the latest “revolutionary” serum, but to explain to you why you really shouldn’t buy it. This tendency has a name: “depression”.
“Don’t screw around because I’m going to save you hundreds of dollars at Sephora!” On TikTok, Nastasia warns her nearly 50,000 subscribers. products that generate buzz are not necessarily the best, nor the most effective. Shown with Sol de Janeiro Body Cream. “I never understood the craze about this balm, that it has an effect on cellulite, that it smells great. I went to smell it and I’m sorry but it smells like a lot of sugar, it’s bordering on a little cheap side (…) for 44 euros, a small cream with a slightly fruity scent, it’s really better.
A young woman better known as “Nastblog” has indulged in the new “trend” of the favorite social network for teenagers – disinfluence. Imagine content creators who no longer flaunt trendy, “sensational”-looking lipsticks, but instead make you think twice before swiping your credit card. A new phenomenon that is shaking up traditional influencer marketing. “We’ve seen the term ‘disinfluencer’ pop up lately, but be careful, it’s not a new job,” warns Morgan Prot, editor of Spotters, an online media outlet that studies internet culture. “On the one hand there are no influencers, on the other hand there are influencers. It is rather a current of new influence. Specifically, those whom we will consider as disinfectants, will analyze the mechanism that motivates the public to buy the product that it does not need. And on TikTok, the recipe works.
Get out of the lies, make way for transparency
Since the beginning of the year, the term “distraction” has become a new word in Chinese social media. To date, the eponymous hashtag has garnered more than 226 million views. In the video stream, we meet designer Michelle Skidelski, who lists all the “things you don’t need.” Among them: belt bags, sponges to spread foundation, a fridge to store your beauty products… Because it’s too expensive, because it’s not necessary, even useless. Useless, like this kiwi cutter mocked by TikTokeur Tideke.
Here, overconsumption, which was advocated by influencers and reality TV stars a few years ago, thus becomes enemy #1. Instead, we endorse reasonable and reasoned consumption as the core message; often “cheap” (meaning, poor quality), plastic and non-ecological.
Mirage or real turnaround?
Cosmetics are in the line of fire in this trend of “innocence”. The majority of posts on TikTok (55%, according to the platform Visibrain) are essentially about makeup, hair and. skin care. However, the fashion industry (12% of posts) and kitchenware are also in the spotlight.
But is “disarmament” new? Not really, according to Laurent Pen aka @secretdepeau. She has been posting content on social media for years to educate her community about cosmetics. In the program: decoding of INCI lists (1), practice sheets, reviews… Except that the specialist: skin care didn’t wait until 2023 to advise against certain products. “For years, content creators have been fragmenting products with the sole purpose of serving their community. I’m especially thinking of YouTuber La Petite Gaby, who has been there since the dawn of time and is one of the first to hit the brands,” Laurent Pan wants to emphasize. “On the other hand, it is true that we note that the public is increasingly interested in honest and transparent content. Especially when it comes to cosmetics that have flooded TikTok.”
In this case, Laurent Penn offers in his networks what is called “dupe”, a trend of incompetence. The principle. “Advise against products and instead offer cheaper references and similar ingredients,” explains the beauty expert, insisting that miracle products do not exist. “You should buy with conscience, better understanding what each product brings to your skin, if we take facial care as an example,” advises the creator of “Secret de Peau”.
“How to take people back to hell?”
Lauren Penn, however, regrets one aspect of this phenomenon. the more negative the content, the more we tend to consider it. “We are not perceived as honest people, when we voice positive opinions, he regrets. Just look at the success of the Yuka app, which has a huge impact. it works on the principle of negativity. “Is this product good or not?” And if it is not so, then the lights are red.
In response to this wave of “detractors,” some voices are beginning to rise, slowly but surely. This is the case of the French Coline, who has 398,000 followers on Instagram. “When are we? [les influenceurs] It took people to *** on social media to say what we shouldn’t do, what we should do, or how to take people. “Seriously jpp [j’en peux plus] Every time I come across a video like this, I feel like I’m being insulted for my ability to think and make choices in life.
The YouTuber argues here that internet users are simply responsible for their own shopping choices and online habits. Point. A word that stands out and is shared by some of his colleagues. “Amen. In fact, I believe it is a collective responsibility. select the accounts we want to follow as subscribers. As “influencers” (let’s not dwell on the term, ha), make the right choices and be clear and transparent about these choices. And brands and agencies to break out of this “all new, all beautiful, buy fast” paradigm. because that’s it, that’s all,” comments journalist and blogger Delfina Desnage (aka “Deedee”). Free will as a response to influence, or vice versa…
(1) The INCI list (International Nomenclature of Cosmetic Ingredients) has been a mandatory nomenclature for cosmetic products since 1999.
In the video: Kylie Jenner, the youngest billionaire in history
Source: Le Figaro
