1 00:00:11,880 --> 00:00:15,920 Speaker 1: So this is just be influenced. This is a show 2 00:00:16,120 --> 00:00:21,720 Speaker 1: where we talk about the influencer movement and all of 3 00:00:21,800 --> 00:00:31,960 Speaker 1: the drama and scandal and deception and misconception about really 4 00:00:32,000 --> 00:00:38,680 Speaker 1: all products, but the beauty space is extremely relevant and 5 00:00:39,000 --> 00:00:43,240 Speaker 1: influencing is very prevalent in the beauty space. So let's 6 00:00:43,240 --> 00:00:48,000 Speaker 1: talk about the Jones Road Foundation scandal now on TikTok. 7 00:00:48,040 --> 00:00:51,760 Speaker 1: What's interesting is scandals turned into sales. We talked about 8 00:00:51,800 --> 00:00:55,960 Speaker 1: Miscarrogate with Mikayla and Lareel, and that turned into mad 9 00:00:56,040 --> 00:00:59,120 Speaker 1: sales because everybody wanted to try it to see if 10 00:00:59,160 --> 00:01:03,120 Speaker 1: it actually was good or if Mikayla was just saying 11 00:01:03,120 --> 00:01:05,839 Speaker 1: that it was good and lying because she had fake 12 00:01:05,880 --> 00:01:09,839 Speaker 1: eyelashes on. So Loreal won and Mikayla won too because 13 00:01:09,880 --> 00:01:12,160 Speaker 1: she had at that time like fifty million views on 14 00:01:12,200 --> 00:01:16,600 Speaker 1: a post. So TikTok, it's so funny and people trying 15 00:01:16,640 --> 00:01:21,360 Speaker 1: to cancel brands and people the brands win, So it's 16 00:01:21,400 --> 00:01:27,120 Speaker 1: ironic someone's when everybody's trying to deinfluence a product, it 17 00:01:27,240 --> 00:01:31,960 Speaker 1: ends up being influencing. So deinfluencing is influencing. So an 18 00:01:32,040 --> 00:01:37,840 Speaker 1: example is Jones wrote what the Foundation scandal, so Jones wrote, 19 00:01:37,840 --> 00:01:40,720 Speaker 1: as a brand that was created by Bobby Brown. This 20 00:01:40,880 --> 00:01:45,280 Speaker 1: is a very confusing situation in the brand of beauty 21 00:01:45,920 --> 00:01:49,960 Speaker 1: and in branding overall, and in why it's very confusing 22 00:01:50,520 --> 00:01:56,960 Speaker 1: when an intellectual property is divided or confusing, there's confusion 23 00:01:56,960 --> 00:01:59,760 Speaker 1: in the marketplace, they call it. So when I sold 24 00:01:59,800 --> 00:02:03,960 Speaker 1: Skinny Girl cocktails, everybody thought I sold the entire brand 25 00:02:04,000 --> 00:02:06,320 Speaker 1: of Skinny Girl. So when I have Skinny Girl salad dressing, 26 00:02:06,400 --> 00:02:09,440 Speaker 1: people think I don't own the brand Skinny Girl anymore. Why. 27 00:02:09,840 --> 00:02:12,960 Speaker 1: Because people don't usually chop up and only sell one 28 00:02:13,000 --> 00:02:15,720 Speaker 1: part of a brand. People usually sell the whole brand. 29 00:02:15,760 --> 00:02:17,360 Speaker 1: And it was a big contention in me doing my 30 00:02:17,400 --> 00:02:21,320 Speaker 1: deal because I refused to sell the entire brand when 31 00:02:21,360 --> 00:02:24,720 Speaker 1: I didn't have to. I only sold Skinny Girl and liquor. 32 00:02:24,760 --> 00:02:28,040 Speaker 1: So I owned Skinny Girl and everything besides liquor. It's 33 00:02:28,080 --> 00:02:33,320 Speaker 1: confusing because people think that I sold the whole brand. Now, 34 00:02:33,720 --> 00:02:37,079 Speaker 1: Bobby Brown is the name of a human being and 35 00:02:37,320 --> 00:02:41,640 Speaker 1: a makeup artist. She sold the brand Bobby Brown to 36 00:02:41,840 --> 00:02:47,040 Speaker 1: Esta lauter Estie latter owns Bobby Brown's name in beauty. 37 00:02:48,440 --> 00:02:51,320 Speaker 1: Bobby Brown herself had a non compete, just like I did. 38 00:02:51,320 --> 00:02:57,640 Speaker 1: In cocktails. So Bobby Brown, when her non compete was up, 39 00:02:58,760 --> 00:03:01,920 Speaker 1: she went back in. She decided to go back in 40 00:03:02,360 --> 00:03:05,800 Speaker 1: on makeup, so she went in with Jones Road. But 41 00:03:05,919 --> 00:03:09,200 Speaker 1: everybody's watching Bobby Brown talk about Jones Road, and everybody 42 00:03:09,200 --> 00:03:11,360 Speaker 1: thinks that Jones Road is Bobby Brown and Bobby Brown 43 00:03:11,360 --> 00:03:14,400 Speaker 1: is Jones Road. So I've worked with Bobby Brown and 44 00:03:14,440 --> 00:03:16,919 Speaker 1: I love their products, and I've talked about Bobby Brown, 45 00:03:17,440 --> 00:03:21,120 Speaker 1: and everybody thinks that Bobby Brown is Bobby Brown. But 46 00:03:21,160 --> 00:03:23,840 Speaker 1: Bobby Brown is a brand owned by Esdae Lauder and 47 00:03:23,960 --> 00:03:26,400 Speaker 1: Jones Road is a brand owned by Bobby Brown. So 48 00:03:26,440 --> 00:03:31,800 Speaker 1: it's confusing. So Bobby Brown the human, not Bobby Brown, 49 00:03:31,840 --> 00:03:36,360 Speaker 1: the brand. Started a new brand called Jones Road. She 50 00:03:36,520 --> 00:03:40,200 Speaker 1: released this foundation. It's called What the Foundation. She's out 51 00:03:40,240 --> 00:03:43,960 Speaker 1: promoting it everywhere on social media. That it's different. They're 52 00:03:44,040 --> 00:03:45,840 Speaker 1: spending a lot of money on it. You could tell 53 00:03:45,880 --> 00:03:50,320 Speaker 1: it's not the same. It's unique. It's like skincare. Everybody 54 00:03:50,320 --> 00:03:52,200 Speaker 1: wanted to try it. It's one of the most common 55 00:03:52,280 --> 00:03:55,200 Speaker 1: questions I get asked from people on social media is 56 00:03:55,240 --> 00:03:59,040 Speaker 1: have you tried Jones Road? Just overall, because she's promoting 57 00:03:59,200 --> 00:04:02,320 Speaker 1: What the Foundation and all these bombs. Bombs is a 58 00:04:02,440 --> 00:04:06,560 Speaker 1: very new and in and hip thing in skincare, cleansing, 59 00:04:07,120 --> 00:04:12,120 Speaker 1: in moisturization, and in foundation. So she was promoting this 60 00:04:12,240 --> 00:04:14,720 Speaker 1: what the Foundation. So it comes in a jar and 61 00:04:14,760 --> 00:04:17,440 Speaker 1: you open it up like you twist it off, and 62 00:04:17,480 --> 00:04:20,440 Speaker 1: it's got a strong scent that I like. It's a 63 00:04:20,560 --> 00:04:25,560 Speaker 1: very pretty like fragrancy, but natural and just it's a 64 00:04:25,600 --> 00:04:29,680 Speaker 1: good scent and it just makes you feel like feminine. 65 00:04:29,960 --> 00:04:31,800 Speaker 1: But you know that it's a clean brand because I 66 00:04:31,800 --> 00:04:33,840 Speaker 1: think she's pitched it as a clean brand, which is 67 00:04:33,880 --> 00:04:37,279 Speaker 1: another conversation because it's hard to define what a clean 68 00:04:37,320 --> 00:04:40,320 Speaker 1: brand is. There's no FDA stamp, so there are many 69 00:04:40,360 --> 00:04:43,760 Speaker 1: different definitions for clean. Some people think vegan is clean, 70 00:04:43,839 --> 00:04:47,960 Speaker 1: animal cruelty free is clean. It's a whole different thing. 71 00:04:48,040 --> 00:04:51,720 Speaker 1: Talc free is another term and phrase because TALC has 72 00:04:51,839 --> 00:04:56,000 Speaker 1: led to problems. So that's a whole fucking shit stew 73 00:04:56,240 --> 00:04:59,400 Speaker 1: of like what is really clean? But it seems to 74 00:04:59,400 --> 00:05:03,000 Speaker 1: be a fairly thoughtful brand as it pertains to what's 75 00:05:03,040 --> 00:05:18,560 Speaker 1: healthy and not healthy. So what the Foundation is this 76 00:05:18,720 --> 00:05:21,320 Speaker 1: jar product that you open up and it's very like 77 00:05:22,080 --> 00:05:24,080 Speaker 1: whipped in foamy, you know what I mean? Like it's 78 00:05:24,120 --> 00:05:27,479 Speaker 1: like it's it's like yogurt that has a lot of 79 00:05:27,480 --> 00:05:30,880 Speaker 1: air in it versus being dense. But when I got it, 80 00:05:30,880 --> 00:05:33,560 Speaker 1: it was very coagulated. And they even now say you 81 00:05:33,600 --> 00:05:35,400 Speaker 1: have to stir it up, which is not something people 82 00:05:35,440 --> 00:05:38,000 Speaker 1: normally want to do with their foundation. But all these 83 00:05:38,080 --> 00:05:41,520 Speaker 1: rules and regulations led to this thing being more intriguing 84 00:05:42,720 --> 00:05:45,480 Speaker 1: instead of being intimidating, And like, why do I need 85 00:05:45,520 --> 00:05:48,960 Speaker 1: to have instructions with the foundation? And it is what 86 00:05:49,120 --> 00:05:54,800 Speaker 1: the foundation, and it's oil separates from the solid. So 87 00:05:54,880 --> 00:05:57,080 Speaker 1: I presume if you just drain out the oil like 88 00:05:57,160 --> 00:05:59,000 Speaker 1: it's a piece of pizza, you're taking the oil off 89 00:05:59,040 --> 00:06:03,440 Speaker 1: of the other parts of the foundation won't work the same. 90 00:06:03,480 --> 00:06:05,440 Speaker 1: And I've in fact drained off the oil because if 91 00:06:05,480 --> 00:06:07,400 Speaker 1: you don't like oil, you're not gonna like this. I've 92 00:06:07,440 --> 00:06:09,320 Speaker 1: drained off the oil and then the rest has been 93 00:06:09,360 --> 00:06:13,159 Speaker 1: pasty and like it's just a weird product. I like it, 94 00:06:14,240 --> 00:06:15,960 Speaker 1: but I like a lot of different products because I 95 00:06:15,960 --> 00:06:17,960 Speaker 1: can make products work for me. If something's too pasty, 96 00:06:18,000 --> 00:06:19,800 Speaker 1: mix it with a serum. If something's too dark, mix 97 00:06:19,839 --> 00:06:21,560 Speaker 1: it with your SPF and then it looks lighter. Like 98 00:06:21,680 --> 00:06:23,599 Speaker 1: there's a thousand things you could do if something doesn't 99 00:06:23,600 --> 00:06:27,640 Speaker 1: have SPF, mix your SPF into it, like mixed glow 100 00:06:27,680 --> 00:06:30,560 Speaker 1: into it, mixed serum into it. Mix it's it's like cooking, 101 00:06:31,279 --> 00:06:33,919 Speaker 1: and no one product works for everyone, and everybody like 102 00:06:34,000 --> 00:06:36,159 Speaker 1: doesn't think outside the box the way they do in cooking, 103 00:06:36,160 --> 00:06:40,240 Speaker 1: and they should. So this product, this one creator Meredith, 104 00:06:40,279 --> 00:06:43,440 Speaker 1: I think it's Ducksberry, who has like fifteen million followers. 105 00:06:43,880 --> 00:06:46,760 Speaker 1: She tried it. She puts on fifty pounds of foundation. 106 00:06:46,960 --> 00:06:49,440 Speaker 1: Always she's got like this gimmick when she puts on 107 00:06:49,480 --> 00:06:52,719 Speaker 1: fifteen pounds of foundation and everyone was copying her and 108 00:06:52,760 --> 00:06:56,320 Speaker 1: doing the foundation challenge and then she sponges it off 109 00:06:56,320 --> 00:06:58,080 Speaker 1: and it looks like your skin is gonna be trapped 110 00:06:58,080 --> 00:07:00,839 Speaker 1: and it's acne central and it's her gimmick. That is 111 00:07:00,880 --> 00:07:02,919 Speaker 1: probably true, but it's like a gimmick that works, and 112 00:07:02,960 --> 00:07:06,080 Speaker 1: it made everyone hated that she does that, but that 113 00:07:06,240 --> 00:07:09,000 Speaker 1: was something that made her more famous. So it's another 114 00:07:09,040 --> 00:07:12,559 Speaker 1: one of these deinfluencing things where it ends up bringing 115 00:07:12,600 --> 00:07:16,960 Speaker 1: viewers to the person. So she talked bad about this product. 116 00:07:17,600 --> 00:07:19,400 Speaker 1: She didn't like it, she didn't understand she was trying 117 00:07:19,400 --> 00:07:21,760 Speaker 1: to rub it in. And then every other influencer was 118 00:07:21,800 --> 00:07:26,800 Speaker 1: feeling badly for poor Bobby Brown, the person at Jones Road, 119 00:07:27,000 --> 00:07:29,160 Speaker 1: who had launched a new product, and some of them were, 120 00:07:29,200 --> 00:07:31,400 Speaker 1: you know, everyone was buying it to try it, just 121 00:07:31,440 --> 00:07:34,560 Speaker 1: the comments because it's something that will go viral, and 122 00:07:34,600 --> 00:07:36,720 Speaker 1: they want the hashtag and they want the views to 123 00:07:36,800 --> 00:07:40,360 Speaker 1: talk about something current and topical. So it was a fine, 124 00:07:40,520 --> 00:07:45,000 Speaker 1: weird product that everybody was buying, and it became a 125 00:07:45,000 --> 00:07:47,840 Speaker 1: foundation scandal and everyone was feeling bad for poor Bobby 126 00:07:47,840 --> 00:07:50,679 Speaker 1: Brown who people were talking about this foundation that doesn't 127 00:07:50,680 --> 00:07:53,080 Speaker 1: blend in well because it was a commercial against it. 128 00:07:53,640 --> 00:07:56,800 Speaker 1: But the commercials against things on TikTok end up being 129 00:07:56,840 --> 00:07:59,440 Speaker 1: commercials for them. It's like, you know, when you're with 130 00:07:59,520 --> 00:08:02,320 Speaker 1: your friend, your ants, or somebody's like, oh, tastes disgusting, 131 00:08:02,640 --> 00:08:05,480 Speaker 1: taste this, So everybody buys it to taste it, which 132 00:08:05,520 --> 00:08:07,400 Speaker 1: is the opposite of it being bad for the brand. 133 00:08:07,760 --> 00:08:13,080 Speaker 1: But it's counterintuitive. So that was the Jones Road foundation scandal. 134 00:08:14,000 --> 00:08:16,080 Speaker 1: It's a fine foundation. You don't need to buy it, 135 00:08:16,160 --> 00:08:17,760 Speaker 1: like you don't need to run, unless you just are 136 00:08:17,840 --> 00:08:19,880 Speaker 1: curious and want to spend I guess what's probably forty 137 00:08:19,880 --> 00:08:22,360 Speaker 1: dollars for something. She also makes these bombs that are 138 00:08:22,360 --> 00:08:25,760 Speaker 1: a little sticky. The brand is fine. I guess it's she. 139 00:08:26,000 --> 00:08:28,320 Speaker 1: You know, the brand is fine, but it's a good lesson. 140 00:08:28,320 --> 00:08:31,440 Speaker 1: This brand is a good lesson in influencer marketing. They've 141 00:08:31,440 --> 00:08:34,760 Speaker 1: got influencers talking about it. They're saying, the mascare is 142 00:08:34,840 --> 00:08:37,960 Speaker 1: sold out and sold that in ten minutes, like you know, 143 00:08:38,040 --> 00:08:40,880 Speaker 1: then you all want it, and like is this foundation? 144 00:08:41,000 --> 00:08:43,040 Speaker 1: What everyone's saying? And then everyone wants it? Like they're 145 00:08:43,120 --> 00:08:49,160 Speaker 1: doing a great job at influencing and turning deinfluencing into influencing, 146 00:08:49,320 --> 00:08:53,160 Speaker 1: whether all of it's intentional or unintentional. They're just leaning 147 00:08:53,200 --> 00:08:56,360 Speaker 1: in to knowing that being talked about on TikTok means 148 00:08:56,400 --> 00:09:00,760 Speaker 1: selling products. And that's the Meredith Foundation and scandal too. 149 00:09:01,120 --> 00:09:04,800 Speaker 1: Meredith pumps all this product on her hands and she 150 00:09:04,880 --> 00:09:06,880 Speaker 1: gets this mask and it's in her eyebrows and on 151 00:09:06,880 --> 00:09:09,000 Speaker 1: her lips and it's just like shock value, and so 152 00:09:09,040 --> 00:09:12,440 Speaker 1: everybody's talking about it, and then it became the Meredith 153 00:09:12,480 --> 00:09:16,079 Speaker 1: Foundation Challenge where everybody was taking fifty pounds and talking about, oh, 154 00:09:16,120 --> 00:09:18,000 Speaker 1: it's gross, but blending it in and it did end 155 00:09:18,120 --> 00:09:21,160 Speaker 1: up looking good. And she does that as shock value 156 00:09:21,160 --> 00:09:24,079 Speaker 1: to have a conversation as if it's normal to distract 157 00:09:24,160 --> 00:09:26,240 Speaker 1: us with the fact that she's talking about her boyfriend 158 00:09:26,280 --> 00:09:29,240 Speaker 1: or getting a Chanelle bag. But she's really pumping fifteen 159 00:09:29,360 --> 00:09:31,680 Speaker 1: pumps a foundation on her hand, and that's all we 160 00:09:31,720 --> 00:09:34,640 Speaker 1: can focus on and get a story on the side. 161 00:09:34,760 --> 00:09:37,240 Speaker 1: So that's very TikTok. Like you're talking about, well, I 162 00:09:37,280 --> 00:09:40,400 Speaker 1: have this burning sensation in my you know, vaginal region 163 00:09:40,720 --> 00:09:44,040 Speaker 1: and and you know, and you're talking about that while 164 00:09:44,080 --> 00:09:47,480 Speaker 1: putting on, you know, ten pounds of under eye concealer. 165 00:09:48,040 --> 00:09:50,280 Speaker 1: Actually no, you're like, hey, I made a Tunifish sandwich 166 00:09:50,280 --> 00:09:53,000 Speaker 1: for lunch while you're putting on like clown makeup that 167 00:09:53,080 --> 00:09:55,320 Speaker 1: we can't keep our eyes off of. But like we 168 00:09:55,480 --> 00:09:58,520 Speaker 1: sort of got the Tunifish sandwich story, but like we're 169 00:09:58,559 --> 00:10:01,800 Speaker 1: really focused on the you know, the clown makeup the 170 00:10:01,800 --> 00:10:05,800 Speaker 1: person has on. It's like a marketing gimmick that works. 171 00:10:06,480 --> 00:10:11,160 Speaker 1: So there are two things going on on TikTok. Many times, 172 00:10:11,320 --> 00:10:14,240 Speaker 1: usually it's like it's Alex Earl, the big influencer, talking 173 00:10:14,240 --> 00:10:16,640 Speaker 1: about her parents coming to dinner, or that she's dating 174 00:10:16,720 --> 00:10:19,160 Speaker 1: or that she went and Nates sushi, But we're also 175 00:10:19,520 --> 00:10:22,680 Speaker 1: paying attention to her makeup. So sometimes you're really paying 176 00:10:22,679 --> 00:10:26,640 Speaker 1: attention to the story but also catching some of the makeup. 177 00:10:26,960 --> 00:10:29,040 Speaker 1: Sometimes you really are interested in the makeup, but the 178 00:10:29,040 --> 00:10:30,800 Speaker 1: person is also telling a story. So there are so 179 00:10:30,800 --> 00:10:34,559 Speaker 1: many different styles to this that are two plots going on, 180 00:10:34,960 --> 00:10:38,800 Speaker 1: and you got to focus on what plot you're interested in. 181 00:10:39,120 --> 00:10:40,920 Speaker 1: And sometimes you're like, oh, shit, I wanted to watch 182 00:10:40,920 --> 00:10:42,360 Speaker 1: her do her makeup, but I was so interested in 183 00:10:42,360 --> 00:10:44,400 Speaker 1: a story, or shit, I wanted to hear the story, 184 00:10:44,400 --> 00:10:46,840 Speaker 1: but I got sucked into the eyeshadow. And it's not 185 00:10:46,880 --> 00:10:48,360 Speaker 1: that he's going to walk and shoot gum. So it 186 00:10:48,400 --> 00:10:49,920 Speaker 1: is an art to do both at the same time. 187 00:10:50,240 --> 00:10:52,080 Speaker 1: Sometimes I'm trying to do my makeup and talk and 188 00:10:52,240 --> 00:10:54,520 Speaker 1: i stop talking because I'm just not good at it, 189 00:10:54,520 --> 00:10:56,360 Speaker 1: and I'm trying to focus on what colors do use 190 00:10:56,400 --> 00:10:59,640 Speaker 1: for my eyes. So there's a dance there and these talkers, 191 00:10:59,679 --> 00:11:02,240 Speaker 1: it looks unintentional, looks natural. They're dancing