1 00:00:11,760 --> 00:00:14,200 Speaker 1: We gotta have the CEO of tart On here. I 2 00:00:14,240 --> 00:00:17,000 Speaker 1: have asked her to come on. She has gotten herself 3 00:00:17,040 --> 00:00:20,720 Speaker 1: in hot water on TikTok because creators said that they 4 00:00:20,760 --> 00:00:25,320 Speaker 1: weren't treated fairly. Maureen went on TikTok. She's blocked a 5 00:00:25,320 --> 00:00:26,639 Speaker 1: lot of people to talk about this. She has not 6 00:00:26,640 --> 00:00:28,760 Speaker 1: blocked me, probably because I have this podcast and she 7 00:00:28,760 --> 00:00:31,320 Speaker 1: wouldn't block me. And she seems like a smart woman 8 00:00:31,640 --> 00:00:33,760 Speaker 1: and she's been smart to do these influencer trips and 9 00:00:33,760 --> 00:00:36,519 Speaker 1: connect with her influencers. The problem is you can't be 10 00:00:36,720 --> 00:00:39,760 Speaker 1: the influencer and be the CEO. It was hard for 11 00:00:39,800 --> 00:00:42,720 Speaker 1: even Andy to be the talent and be the executive, 12 00:00:42,880 --> 00:00:45,000 Speaker 1: and he kind of had to give up his executive 13 00:00:45,040 --> 00:00:47,519 Speaker 1: hat and become the talent. This is different because this 14 00:00:47,560 --> 00:00:50,800 Speaker 1: is like you're a CEO and then you're just like 15 00:00:50,840 --> 00:00:54,120 Speaker 1: a young twenty four year old influencer doing shots and 16 00:00:54,400 --> 00:00:58,160 Speaker 1: hanging out on one of these party trips. So Maureen 17 00:00:58,360 --> 00:01:00,000 Speaker 1: was hanging out with these trips and getting the big 18 00:01:00,120 --> 00:01:02,279 Speaker 1: his influencers and being one of them and hanging out 19 00:01:02,280 --> 00:01:04,600 Speaker 1: with him in Dubai and that's when she really started 20 00:01:04,600 --> 00:01:08,399 Speaker 1: getting popular on TikTok. And it's addictive. It's addictive to 21 00:01:08,440 --> 00:01:12,280 Speaker 1: be popular on TikTok. But she's the CEO of a major, 22 00:01:12,480 --> 00:01:15,360 Speaker 1: major beauty brand, and she made a mistake because she 23 00:01:15,400 --> 00:01:18,199 Speaker 1: started twirling her hair and doing makeup when she apologized 24 00:01:18,680 --> 00:01:21,600 Speaker 1: for the inequality on the Tart trips, and so then 25 00:01:21,640 --> 00:01:24,319 Speaker 1: people were infuriated because she was twirling her hair and 26 00:01:24,319 --> 00:01:27,120 Speaker 1: doing makeup talking about something so serious as a CEO. 27 00:01:27,680 --> 00:01:29,840 Speaker 1: And then you saw her have to do an apology 28 00:01:29,840 --> 00:01:32,119 Speaker 1: on behalf of the brand and she was like, it 29 00:01:32,160 --> 00:01:35,440 Speaker 1: was I that made the video and I chose to 30 00:01:35,520 --> 00:01:37,560 Speaker 1: do it this way, and I wanted to take a 31 00:01:37,560 --> 00:01:40,440 Speaker 1: casual approach because Tart was like, get that shit off 32 00:01:40,480 --> 00:01:43,119 Speaker 1: of us as a brand, we don't want you know, 33 00:01:43,319 --> 00:01:46,479 Speaker 1: she has investors and it's a major brand, and they 34 00:01:46,480 --> 00:01:49,440 Speaker 1: were like that was not a good move, and that's 35 00:01:49,560 --> 00:01:52,040 Speaker 1: you and you are separating from the brand. So it's 36 00:01:52,040 --> 00:01:55,800 Speaker 1: a fascinating thing because easy come, easy go on this one. 37 00:01:55,920 --> 00:01:58,920 Speaker 1: I don't know if, like the criticism of the Dubai 38 00:01:58,920 --> 00:02:02,080 Speaker 1: trip which got the millions in views and everyone talking 39 00:02:02,080 --> 00:02:06,000 Speaker 1: about it that seemed to have sold their shape tape 40 00:02:06,560 --> 00:02:11,840 Speaker 1: concealer and products, I don't know if this one is 41 00:02:11,880 --> 00:02:14,480 Speaker 1: good for the brand. You could talk about people being overserved, 42 00:02:14,800 --> 00:02:17,799 Speaker 1: not even you can't talk about serious matters, and that 43 00:02:17,880 --> 00:02:20,720 Speaker 1: begs the question, can you be the CEO and also 44 00:02:20,760 --> 00:02:22,840 Speaker 1: be the talent? Can you be the CEO and also 45 00:02:22,880 --> 00:02:26,200 Speaker 1: be the cool influencer. Somebody has to be the big sister, 46 00:02:26,639 --> 00:02:29,680 Speaker 1: Somebody has to be the hall monitor. Somebody has to 47 00:02:29,720 --> 00:02:32,000 Speaker 1: be the grown up, and it's not a twenty four 48 00:02:32,040 --> 00:02:34,600 Speaker 1: year old influencer. And I'm also thinking about these trips 49 00:02:34,600 --> 00:02:37,920 Speaker 1: being dangerous with all the alcohol now that gets crazy 50 00:02:37,960 --> 00:02:41,280 Speaker 1: on Housewives trips, and they are professionals that have been 51 00:02:41,320 --> 00:02:43,680 Speaker 1: doing this for years with the right amount of insurance 52 00:02:43,760 --> 00:02:46,440 Speaker 1: and taking it seriously. I don't know that Tart has 53 00:02:46,480 --> 00:02:51,760 Speaker 1: the level of experience that a Housewives production has, which 54 00:02:51,800 --> 00:02:54,440 Speaker 1: still got fucked when we went to Columbia. I have 55 00:02:54,480 --> 00:02:56,520 Speaker 1: to talk about Columbia. And we went to Columbia and 56 00:02:56,560 --> 00:03:00,280 Speaker 1: there were no life rafts on our boats and the 57 00:03:00,280 --> 00:03:01,079 Speaker 1: boat got hit. 58 00:03:00,919 --> 00:03:01,720 Speaker 2: By a big wave. 59 00:03:01,880 --> 00:03:05,640 Speaker 1: Like shit goes sideways on trips, and then you add 60 00:03:06,360 --> 00:03:09,639 Speaker 1: then you add alcohol, and then you add different countries 61 00:03:10,200 --> 00:03:13,600 Speaker 1: like Turks and Caicos is not it's not in the 62 00:03:13,720 --> 00:03:18,680 Speaker 1: United States. Shit go sideways. Shit go sideways. It's cool 63 00:03:18,720 --> 00:03:21,680 Speaker 1: till it's not so. I think these influenza trips are 64 00:03:21,760 --> 00:03:23,400 Speaker 1: also unrelatable. 65 00:03:24,240 --> 00:03:26,320 Speaker 2: Influencers get tons of free shit. 66 00:03:26,919 --> 00:03:28,760 Speaker 1: Now you invite them on a trip where they're gonna 67 00:03:28,800 --> 00:03:31,800 Speaker 1: get more free shit and a hotel room full of 68 00:03:31,880 --> 00:03:36,280 Speaker 1: free shit, with the understanding, with the wink and the 69 00:03:36,320 --> 00:03:39,520 Speaker 1: hair flip that these girls are going to post about 70 00:03:39,520 --> 00:03:42,160 Speaker 1: all this free shit in their room from different brands, 71 00:03:42,800 --> 00:03:45,880 Speaker 1: from the brand itself. It's taken them there and they're working. 72 00:03:46,120 --> 00:03:47,960 Speaker 1: You could say they're not working, they're getting free shit, 73 00:03:47,960 --> 00:03:49,480 Speaker 1: They're on a free trip. They feel the need to 74 00:03:49,520 --> 00:03:53,720 Speaker 1: post they're working. It's a return on investment for this brand. 75 00:03:53,960 --> 00:03:57,600 Speaker 1: The brand did not invite them because it's a charitable act. 76 00:03:57,880 --> 00:04:00,360 Speaker 1: The brand invited them because they're going to post and 77 00:04:00,640 --> 00:04:03,200 Speaker 1: the trip alone is going to be brand recognition and 78 00:04:03,200 --> 00:04:07,280 Speaker 1: people are going to buy tart other products. So it's 79 00:04:07,320 --> 00:04:10,440 Speaker 1: just a little gross. I suggested to a big brand, 80 00:04:11,080 --> 00:04:13,400 Speaker 1: why don't you take people on influencer trips to do 81 00:04:13,520 --> 00:04:17,720 Speaker 1: charitable work. Take influencers. They could do their very light 82 00:04:17,880 --> 00:04:21,239 Speaker 1: SPF makeup. You know, during the summer in Puerto Rico, 83 00:04:21,640 --> 00:04:27,200 Speaker 1: when you deliver water purification systems or give mayors cash 84 00:04:27,240 --> 00:04:31,000 Speaker 1: cards or give people supplies for their homes, or you 85 00:04:31,040 --> 00:04:34,000 Speaker 1: go to Ukraine and you help people and you still 86 00:04:34,040 --> 00:04:36,320 Speaker 1: get you still raise awareness for the brand because the 87 00:04:36,360 --> 00:04:40,719 Speaker 1: brand did a give back and they get positive feel 88 00:04:40,720 --> 00:04:44,880 Speaker 1: good awareness. The influencers get positive feel good awareness because 89 00:04:45,560 --> 00:04:48,320 Speaker 1: they themselves are doing good and they're raising money for 90 00:04:48,400 --> 00:04:51,600 Speaker 1: a charity and for a group of people who is 91 00:04:51,760 --> 00:04:56,680 Speaker 1: so poor, so devastatingly poor, and has lost everything, and 92 00:04:56,760 --> 00:05:00,440 Speaker 1: the influencers will get attention because they gave back. It's 93 00:05:00,440 --> 00:05:03,760 Speaker 1: a win win win for everyone, a win win win 94 00:05:03,839 --> 00:05:07,200 Speaker 1: for everyone. But no, let's go away to Miami where 95 00:05:07,240 --> 00:05:10,320 Speaker 1: slutty bikinis, let's get free shit in our room, where 96 00:05:10,320 --> 00:05:11,240 Speaker 1: we get free shit at home. 97 00:05:11,320 --> 00:05:12,159 Speaker 2: Let's brag. 98 00:05:12,880 --> 00:05:15,480 Speaker 1: Let's brag and be given big suitcases to carry home 99 00:05:15,520 --> 00:05:17,119 Speaker 1: all or free shit that we could get at home. 100 00:05:17,520 --> 00:05:20,479 Speaker 1: And let's have more shit. And let's go on a waste, 101 00:05:20,680 --> 00:05:25,320 Speaker 1: a booze filled vacation where people feel like they're being 102 00:05:25,320 --> 00:05:28,800 Speaker 1: treated poorly, where people at home feel even shittier than 103 00:05:28,800 --> 00:05:30,720 Speaker 1: the people inside the house being treated poorly because the 104 00:05:30,720 --> 00:05:32,760 Speaker 1: people at home don't get free shit, nor can they 105 00:05:32,800 --> 00:05:34,880 Speaker 1: afford to go to Turks and caicos nor will they 106 00:05:34,920 --> 00:05:36,840 Speaker 1: ever get free shit. So they don't get to get 107 00:05:36,839 --> 00:05:39,359 Speaker 1: free shit. They don't get to go with pretty people 108 00:05:39,360 --> 00:05:44,640 Speaker 1: and act like, you know, they're fabulous, And they also 109 00:05:44,720 --> 00:05:48,080 Speaker 1: feel worse about themselves because they're being bragged to do 110 00:05:48,160 --> 00:05:51,039 Speaker 1: something good the same resources and get the same amount 111 00:05:51,040 --> 00:05:52,440 Speaker 1: of attention and the same amount of branding. 112 00:05:52,960 --> 00:06:04,920 Speaker 2: But help someone. 113 00:06:06,520 --> 00:06:09,599 Speaker 1: So I like over here telling you about the things 114 00:06:09,680 --> 00:06:11,800 Speaker 1: you're probably not hearing about, because TikTok, as I've told you, 115 00:06:11,880 --> 00:06:14,880 Speaker 1: is another planet and things are happening over there that. 116 00:06:14,839 --> 00:06:15,400 Speaker 2: You wouldn't know. 117 00:06:15,480 --> 00:06:19,120 Speaker 1: So why because they take people on these influencer trips, 118 00:06:19,880 --> 00:06:24,000 Speaker 1: and our young generation is going to support and buying 119 00:06:24,040 --> 00:06:27,240 Speaker 1: more shit than ever. And they're watching TikTok and they 120 00:06:27,240 --> 00:06:31,280 Speaker 1: don't realize that it's like watching a commercial on television, 121 00:06:31,320 --> 00:06:33,160 Speaker 1: except that no one's telling you that it's a commercial. 122 00:06:33,360 --> 00:06:35,000 Speaker 1: So when you're watching the Super Bowl and a commercial 123 00:06:35,000 --> 00:06:37,360 Speaker 1: comes out, you know something's being sold. They may entertain 124 00:06:37,480 --> 00:06:39,560 Speaker 1: you and as a result, you want to buy the 125 00:06:39,560 --> 00:06:41,680 Speaker 1: thing of selling or inform you, but you're aware it's 126 00:06:41,680 --> 00:06:43,560 Speaker 1: a commercial. And when we were kids, it used to 127 00:06:43,560 --> 00:06:45,360 Speaker 1: be brought to you by these messages, like you knew 128 00:06:45,360 --> 00:06:47,640 Speaker 1: that it was a commercial that it was so direct. 129 00:06:48,040 --> 00:06:50,560 Speaker 1: So now we've gotten to the point where there are 130 00:06:50,600 --> 00:06:53,640 Speaker 1: integrations into shows. You'll see someone holding a Coca cola 131 00:06:53,720 --> 00:06:56,000 Speaker 1: or wearing a suitcase or something like that, and that's 132 00:06:56,080 --> 00:06:59,760 Speaker 1: kind of a little sketch. And then you have influencers 133 00:06:59,760 --> 00:07:02,400 Speaker 1: saying paid, but you have a lot of influencers that 134 00:07:02,440 --> 00:07:04,400 Speaker 1: are being paid and that are filtering themselves and that 135 00:07:04,440 --> 00:07:06,560 Speaker 1: are lying and saying they like products because they have 136 00:07:06,680 --> 00:07:09,600 Speaker 1: relationships and they're working with these people. So now you 137 00:07:09,680 --> 00:07:12,600 Speaker 1: have brands after a pandemic when people weren't wearing makeup, 138 00:07:12,640 --> 00:07:15,120 Speaker 1: they all bombed and died on the vine, they are 139 00:07:15,120 --> 00:07:19,040 Speaker 1: coming back with a fucking vengeance. And these influencers are 140 00:07:19,160 --> 00:07:22,360 Speaker 1: their actors in non paid commercials. For the most part, 141 00:07:22,400 --> 00:07:24,240 Speaker 1: there's a lot of paid commercials, but they're getting this 142 00:07:24,320 --> 00:07:27,680 Speaker 1: free talent. How are they getting the spree talent. They're 143 00:07:27,760 --> 00:07:31,040 Speaker 1: treating them to giveaways and they're taking on these they're 144 00:07:31,040 --> 00:07:33,440 Speaker 1: taking them on these amazing trips. So twenty four hours 145 00:07:33,480 --> 00:07:36,320 Speaker 1: a day, if you're watching TikTok, you're watching commercial television. 146 00:07:36,400 --> 00:07:39,120 Speaker 1: You're watching people that are filled stard and they're lying 147 00:07:39,160 --> 00:07:40,679 Speaker 1: about a lot of shit that they think you should 148 00:07:40,680 --> 00:07:45,680 Speaker 1: buy if you are watching, if you're invited on an 149 00:07:45,720 --> 00:07:48,920 Speaker 1: Influenzier trip. I was invited on the Miami Formula one 150 00:07:49,120 --> 00:07:52,600 Speaker 1: Tart Influenzer trip. I declined why they weren't paying me 151 00:07:52,760 --> 00:07:55,600 Speaker 1: to go to go? I like Tart, Their stuff is good. 152 00:07:55,680 --> 00:07:57,360 Speaker 1: There are a lot of brands I like, They're one 153 00:07:57,400 --> 00:07:59,640 Speaker 1: of them, and they're doing a great job at their marketing. 154 00:07:59,840 --> 00:08:03,480 Speaker 1: And they got into a lot of discussion, not controversy, 155 00:08:03,520 --> 00:08:05,560 Speaker 1: about taking all these people to do buy and how 156 00:08:05,640 --> 00:08:07,600 Speaker 1: much did the trip cost and the brand must lose 157 00:08:07,640 --> 00:08:10,560 Speaker 1: money and the marketing directors losing money and it wasn't 158 00:08:10,640 --> 00:08:13,320 Speaker 1: They were just printing money. And the stupid people on 159 00:08:13,360 --> 00:08:16,480 Speaker 1: TikTok were saying that they're gonna get canceled and that 160 00:08:16,560 --> 00:08:22,160 Speaker 1: the marketing head of marketing is gonna, you know, get 161 00:08:22,200 --> 00:08:24,360 Speaker 1: fired because they were looking at a job listing somewhere 162 00:08:24,360 --> 00:08:26,880 Speaker 1: where they were looking for more marketing people. At Tarret, 163 00:08:27,000 --> 00:08:30,800 Speaker 1: people are talking about Tart non stop because of their 164 00:08:30,840 --> 00:08:33,000 Speaker 1: due buy trip, that it was such a waste and 165 00:08:33,040 --> 00:08:35,720 Speaker 1: it was disgusting and it was a popularity car. They 166 00:08:35,720 --> 00:08:38,720 Speaker 1: were talking about Tart. They were fucking printing money and 167 00:08:38,800 --> 00:08:42,680 Speaker 1: selling millions and millions of dollars the shit, and what 168 00:08:42,720 --> 00:08:46,720 Speaker 1: does it cost them playing tickets, hotel rooms and influencers 169 00:08:46,720 --> 00:08:48,959 Speaker 1: giving them gifts. These morens like it's millions of dollars, 170 00:08:48,960 --> 00:08:51,720 Speaker 1: They're gonna go broke, so stupid. Like I'm a business person, 171 00:08:51,840 --> 00:08:54,120 Speaker 1: I'm I'm smart, I know what it is and the 172 00:08:54,120 --> 00:08:55,880 Speaker 1: minute I saw it, I'm like, this is fucking brilliant. 173 00:08:56,360 --> 00:08:59,520 Speaker 1: So now Tart has done these trips to Miami and 174 00:08:59,559 --> 00:09:02,600 Speaker 1: turks and goes and they're like market it as like 175 00:09:02,720 --> 00:09:06,000 Speaker 1: season one, Season two Tart trip, which means one week 176 00:09:06,040 --> 00:09:07,680 Speaker 1: it's a bunch of girls. Season two is the following week. 177 00:09:08,280 --> 00:09:12,200 Speaker 1: Tart is taking people on a free trip to fucking 178 00:09:12,280 --> 00:09:15,599 Speaker 1: move product for them. They are taking their top salespeople 179 00:09:16,080 --> 00:09:20,320 Speaker 1: to move product. Say anything, by anything means necessary, lie 180 00:09:20,440 --> 00:09:24,440 Speaker 1: to everybody and hawk this shit so they can make money. 181 00:09:24,480 --> 00:09:26,160 Speaker 1: And they have good products and it's a good brand. 182 00:09:26,160 --> 00:09:32,400 Speaker 1: But they are getting this labor for free. I won't 183 00:09:32,440 --> 00:09:34,200 Speaker 1: even tell you what I would charge for them to 184 00:09:34,240 --> 00:09:37,000 Speaker 1: take me to Miami for four days to hawk their 185 00:09:37,040 --> 00:09:38,640 Speaker 1: shit or be on their trip, because it would be 186 00:09:38,679 --> 00:09:41,760 Speaker 1: a real number. They don't need to pay me. They've 187 00:09:41,760 --> 00:09:44,120 Speaker 1: got people that are twenty four years old with millions 188 00:09:44,160 --> 00:09:46,760 Speaker 1: of followers, way more than I do, who are gonna 189 00:09:46,760 --> 00:09:51,000 Speaker 1: hawk this shit for free. But Tart will cash the checks. 190 00:09:51,320 --> 00:09:53,920 Speaker 1: This will not hurt them in the least and everybody 191 00:09:53,920 --> 00:09:56,400 Speaker 1: that's talking about it is making them more money. And 192 00:09:56,400 --> 00:09:59,240 Speaker 1: they keep doing it because that's what TikTokers know to do. 193 00:09:59,320 --> 00:10:01,120 Speaker 1: They don't have at it look at the big picture. 194 00:10:01,440 --> 00:10:01,800 Speaker 2: They think. 195 00:10:02,960 --> 00:10:06,679 Speaker 1: They think that fifty million people looking at Mikayla's miscara 196 00:10:06,800 --> 00:10:08,920 Speaker 1: video is going to cancel her, when in fact it 197 00:10:08,920 --> 00:10:11,600 Speaker 1: blew her up. Her video for Laoreal Miscara with her 198 00:10:11,640 --> 00:10:14,240 Speaker 1: wearing fake eyelashes got. 199 00:10:14,080 --> 00:10:15,679 Speaker 2: Fifty over fifty million views. 200 00:10:16,480 --> 00:10:19,640 Speaker 1: Who's winning the brand is winning, heart is winning no 201 00:10:19,640 --> 00:10:21,440 Speaker 1: matter what, Bet my life on it.