Speaker 1: So this is just be influenced. This is a show
Speaker 1: where we talk about the influencer movement and all of
Speaker 1: the drama and scandal and deception and misconception about really
Speaker 1: all products, but the beauty space is extremely relevant and
Speaker 1: influencing is very prevalent in the beauty space. So let's
Speaker 1: talk about the Jones Road Foundation scandal now on TikTok.
Speaker 1: What's interesting is scandals turned into sales. We talked about
Speaker 1: Miscarrogate with Mikayla and Lareel, and that turned into mad
Speaker 1: sales because everybody wanted to try it to see if
Speaker 1: it actually was good or if Mikayla was just saying
Speaker 1: that it was good and lying because she had fake
Speaker 1: eyelashes on. So Loreal won and Mikayla won too because
Speaker 1: she had at that time like fifty million views on
Speaker 1: a post. So TikTok, it's so funny and people trying
Speaker 1: to cancel brands and people the brands win, So it's
Speaker 1: ironic someone's when everybody's trying to deinfluence a product, it
Speaker 1: ends up being influencing. So deinfluencing is influencing. So an
Speaker 1: example is Jones wrote what the Foundation scandal, so Jones wrote,
Speaker 1: as a brand that was created by Bobby Brown. This
Speaker 1: is a very confusing situation in the brand of beauty
Speaker 1: and in branding overall, and in why it's very confusing
Speaker 1: when an intellectual property is divided or confusing, there's confusion
Speaker 1: in the marketplace, they call it. So when I sold
Speaker 1: Skinny Girl cocktails, everybody thought I sold the entire brand
Speaker 1: of Skinny Girl. So when I have Skinny Girl salad dressing,
Speaker 1: people think I don't own the brand Skinny Girl anymore. Why.
Speaker 1: Because people don't usually chop up and only sell one
Speaker 1: part of a brand. People usually sell the whole brand.
Speaker 1: And it was a big contention in me doing my
Speaker 1: deal because I refused to sell the entire brand when
Speaker 1: I didn't have to. I only sold Skinny Girl and liquor.
Speaker 1: So I owned Skinny Girl and everything besides liquor. It's
Speaker 1: confusing because people think that I sold the whole brand. Now,
Speaker 1: Bobby Brown is the name of a human being and
Speaker 1: a makeup artist. She sold the brand Bobby Brown to
Speaker 1: Esta lauter Estie latter owns Bobby Brown's name in beauty.
Speaker 1: Bobby Brown herself had a non compete, just like I did.
Speaker 1: In cocktails. So Bobby Brown, when her non compete was up,
Speaker 1: she went back in. She decided to go back in
Speaker 1: on makeup, so she went in with Jones Road. But
Speaker 1: everybody's watching Bobby Brown talk about Jones Road, and everybody
Speaker 1: thinks that Jones Road is Bobby Brown and Bobby Brown
Speaker 1: is Jones Road. So I've worked with Bobby Brown and
Speaker 1: I love their products, and I've talked about Bobby Brown,
Speaker 1: and everybody thinks that Bobby Brown is Bobby Brown. But
Speaker 1: Bobby Brown is a brand owned by Esdae Lauder and
Speaker 1: Jones Road is a brand owned by Bobby Brown. So
Speaker 1: it's confusing. So Bobby Brown the human, not Bobby Brown,
Speaker 1: the brand. Started a new brand called Jones Road. She
Speaker 1: released this foundation. It's called What the Foundation. She's out
Speaker 1: promoting it everywhere on social media. That it's different. They're
Speaker 1: spending a lot of money on it. You could tell
Speaker 1: it's not the same. It's unique. It's like skincare. Everybody
Speaker 1: wanted to try it. It's one of the most common
Speaker 1: questions I get asked from people on social media is
Speaker 1: have you tried Jones Road? Just overall, because she's promoting
Speaker 1: What the Foundation and all these bombs. Bombs is a
Speaker 1: very new and in and hip thing in skincare, cleansing,
Speaker 1: in moisturization, and in foundation. So she was promoting this
Speaker 1: what the Foundation. So it comes in a jar and
Speaker 1: you open it up like you twist it off, and
Speaker 1: it's got a strong scent that I like. It's a
Speaker 1: very pretty like fragrancy, but natural and just it's a
Speaker 1: good scent and it just makes you feel like feminine.
Speaker 1: But you know that it's a clean brand because I
Speaker 1: think she's pitched it as a clean brand, which is
Speaker 1: another conversation because it's hard to define what a clean
Speaker 1: brand is. There's no FDA stamp, so there are many
Speaker 1: different definitions for clean. Some people think vegan is clean,
Speaker 1: animal cruelty free is clean. It's a whole different thing.
Speaker 1: Talc free is another term and phrase because TALC has
Speaker 1: led to problems. So that's a whole fucking shit stew
Speaker 1: of like what is really clean? But it seems to
Speaker 1: be a fairly thoughtful brand as it pertains to what's
Speaker 1: healthy and not healthy. So what the Foundation is this
Speaker 1: jar product that you open up and it's very like
Speaker 1: whipped in foamy, you know what I mean? Like it's
Speaker 1: like it's it's like yogurt that has a lot of
Speaker 1: air in it versus being dense. But when I got it,
Speaker 1: it was very coagulated. And they even now say you
Speaker 1: have to stir it up, which is not something people
Speaker 1: normally want to do with their foundation. But all these
Speaker 1: rules and regulations led to this thing being more intriguing
Speaker 1: instead of being intimidating, And like, why do I need
Speaker 1: to have instructions with the foundation? And it is what
Speaker 1: the foundation, and it's oil separates from the solid. So
Speaker 1: I presume if you just drain out the oil like
Speaker 1: it's a piece of pizza, you're taking the oil off
Speaker 1: of the other parts of the foundation won't work the same.
Speaker 1: And I've in fact drained off the oil because if
Speaker 1: you don't like oil, you're not gonna like this. I've
Speaker 1: drained off the oil and then the rest has been
Speaker 1: pasty and like it's just a weird product. I like it,
Speaker 1: but I like a lot of different products because I
Speaker 1: can make products work for me. If something's too pasty,
Speaker 1: mix it with a serum. If something's too dark, mix
Speaker 1: it with your SPF and then it looks lighter. Like
Speaker 1: there's a thousand things you could do if something doesn't
Speaker 1: have SPF, mix your SPF into it, like mixed glow
Speaker 1: into it, mixed serum into it. Mix it's it's like cooking,
Speaker 1: and no one product works for everyone, and everybody like
Speaker 1: doesn't think outside the box the way they do in cooking,
Speaker 1: and they should. So this product, this one creator Meredith,
Speaker 1: I think it's Ducksberry, who has like fifteen million followers.
Speaker 1: She tried it. She puts on fifty pounds of foundation.
Speaker 1: Always she's got like this gimmick when she puts on
Speaker 1: fifteen pounds of foundation and everyone was copying her and
Speaker 1: doing the foundation challenge and then she sponges it off
Speaker 1: and it looks like your skin is gonna be trapped
Speaker 1: and it's acne central and it's her gimmick. That is
Speaker 1: probably true, but it's like a gimmick that works, and
Speaker 1: it made everyone hated that she does that, but that
Speaker 1: was something that made her more famous. So it's another
Speaker 1: one of these deinfluencing things where it ends up bringing
Speaker 1: viewers to the person. So she talked bad about this product.
Speaker 1: She didn't like it, she didn't understand she was trying
Speaker 1: to rub it in. And then every other influencer was
Speaker 1: feeling badly for poor Bobby Brown, the person at Jones Road,
Speaker 1: who had launched a new product, and some of them were,
Speaker 1: you know, everyone was buying it to try it, just
Speaker 1: the comments because it's something that will go viral, and
Speaker 1: they want the hashtag and they want the views to
Speaker 1: talk about something current and topical. So it was a fine,
Speaker 1: weird product that everybody was buying, and it became a
Speaker 1: foundation scandal and everyone was feeling bad for poor Bobby
Speaker 1: Brown who people were talking about this foundation that doesn't
Speaker 1: blend in well because it was a commercial against it.
Speaker 1: But the commercials against things on TikTok end up being
Speaker 1: commercials for them. It's like, you know, when you're with
Speaker 1: your friend, your ants, or somebody's like, oh, tastes disgusting,
Speaker 1: taste this, So everybody buys it to taste it, which
Speaker 1: is the opposite of it being bad for the brand.
Speaker 1: But it's counterintuitive. So that was the Jones Road foundation scandal.
Speaker 1: It's a fine foundation. You don't need to buy it,
Speaker 1: like you don't need to run, unless you just are
Speaker 1: curious and want to spend I guess what's probably forty
Speaker 1: dollars for something. She also makes these bombs that are
Speaker 1: a little sticky. The brand is fine. I guess it's she.
Speaker 1: You know, the brand is fine, but it's a good lesson.
Speaker 1: This brand is a good lesson in influencer marketing. They've
Speaker 1: got influencers talking about it. They're saying, the mascare is
Speaker 1: sold out and sold that in ten minutes, like you know,
Speaker 1: then you all want it, and like is this foundation?
Speaker 1: What everyone's saying? And then everyone wants it? Like they're
Speaker 1: doing a great job at influencing and turning deinfluencing into influencing,
Speaker 1: whether all of it's intentional or unintentional. They're just leaning
Speaker 1: in to knowing that being talked about on TikTok means
Speaker 1: selling products. And that's the Meredith Foundation and scandal too.
Speaker 1: Meredith pumps all this product on her hands and she
Speaker 1: gets this mask and it's in her eyebrows and on
Speaker 1: her lips and it's just like shock value, and so
Speaker 1: everybody's talking about it, and then it became the Meredith
Speaker 1: Foundation Challenge where everybody was taking fifty pounds and talking about, oh,
Speaker 1: it's gross, but blending it in and it did end
Speaker 1: up looking good. And she does that as shock value
Speaker 1: to have a conversation as if it's normal to distract
Speaker 1: us with the fact that she's talking about her boyfriend
Speaker 1: or getting a Chanelle bag. But she's really pumping fifteen
Speaker 1: pumps a foundation on her hand, and that's all we
Speaker 1: can focus on and get a story on the side.
Speaker 1: So that's very TikTok. Like you're talking about, well, I
Speaker 1: have this burning sensation in my you know, vaginal region
Speaker 1: and and you know, and you're talking about that while
Speaker 1: putting on, you know, ten pounds of under eye concealer.
Speaker 1: Actually no, you're like, hey, I made a Tunifish sandwich
Speaker 1: for lunch while you're putting on like clown makeup that
Speaker 1: we can't keep our eyes off of. But like we
Speaker 1: sort of got the Tunifish sandwich story, but like we're
Speaker 1: really focused on the you know, the clown makeup the
Speaker 1: person has on. It's like a marketing gimmick that works.
Speaker 1: So there are two things going on on TikTok. Many times,
Speaker 1: usually it's like it's Alex Earl, the big influencer, talking
Speaker 1: about her parents coming to dinner, or that she's dating
Speaker 1: or that she went and Nates sushi, But we're also
Speaker 1: paying attention to her makeup. So sometimes you're really paying
Speaker 1: attention to the story but also catching some of the makeup.
Speaker 1: Sometimes you really are interested in the makeup, but the
Speaker 1: person is also telling a story. So there are so
Speaker 1: many different styles to this that are two plots going on,
Speaker 1: and you got to focus on what plot you're interested in.
Speaker 1: And sometimes you're like, oh, shit, I wanted to watch
Speaker 1: her do her makeup, but I was so interested in
Speaker 1: a story, or shit, I wanted to hear the story,
Speaker 1: but I got sucked into the eyeshadow. And it's not
Speaker 1: that he's going to walk and shoot gum. So it
Speaker 1: is an art to do both at the same time.
Speaker 1: Sometimes I'm trying to do my makeup and talk and
Speaker 1: i stop talking because I'm just not good at it,
Speaker 1: and I'm trying to focus on what colors do use
Speaker 1: for my eyes. So there's a dance there and these talkers,
Speaker 1: it looks unintentional, looks natural. They're dancing