If you're not following Kevin on social media or ae a member of his Facebook group In My Kit! I've been a member of the cosmetic industry for 3 decades and I'm well known for praising its accomplishments...and exposing its shortcomings. A few days ago, a major cosmetic company (Becca) was in the center of a serious controversy. Their collaboration on a product with a well know beauty influencer (Jaclyn Hill) came under intense scrutiny due to poor quality control. The company publicly apologized, authorized a recall and promised refunds. In the meantime, the influencer took to Snapchat, in a knee-jerk attempt to distance herself from the controversy. She claimed ignorance and non-culpability, effectively throwing the company (who had paid her very well for the collaboration), under the bus. Many industry insiders (including myself) scratched our heads. We know how cosmetic licensing deals work. Many of us publicly challenged the credibility of her statements. 24 hours later, she wisely recanted, and was sharing responsibility. In public relations terms, she was doing "damage control". When I reported how this fiasco was unfolding and questioned the unprofessional actions of the influencer…I was descended on by her fans. These "followers" exhibit a fanatical, almost cult-like attachment to their social media idol. I was called many names, including hater, bully, jealous, prick, etc. Why such a visceral reaction by these fans? Combine chronic entitlement with publicly accusing their idol of dishonesty. That's a Molotov cocktail. I must say, it’s a disturbing cultural shift when revealing truth is defined as spreading hate, and people are viciously attacked for being honest. But this has proven to be a watershed moment. When you’re writing a BIG check, you expect the recipient to have your back. The cosmetic industry witnessed public disloyalty from a well paid brand ambassador...and took note. I’ve received many calls from clients today, concerned about their associations with beauty influencers, realizing this could happen to them. It's time for marketers to develop new ways to engage clients through social media…without relying on beauty influencers. It's time to regain control of this industry
