L’Oreal, Are You Lashlighting Us Right Now?

A couple of weeks ago, the first beauty #influencer drama of 2023 played out on #TikTok. If you’re unfamiliar with Lashgate, here’s the abridged version: TikTok-er Mikayla Nogueira posted a video raving about a new L’Oreal mascara. In the promo, she applied the product live on video, and as she added the second coat, she cut to a different angle showing much longer and fuller, possibly fake, lashes.

Nogueira’s comment section instantly became a collection of insults of varying intensity and creative merit. F-bombs were dropped, and the integrity of her humanity was called into question as people accused her of “lashlighting” her loyal audience.

L’oreal, the only winner here, sat back unscathed and top of mind for those tracking the drama.

Last week, Nogueira returned to TikTok notedly not acknowledging last month’s scandal. Though the frenzy of e-fury has somewhat settled, a deeper question remains:

In a hyper-comparative society that’s ultra-focused on #authenticity, is there a social responsibility to ensure that the content used to promote a brand meets certain ethical standards? Is it the responsibility of influencers like Nogueira? Does pressure rest on the brand?

When thinking strategically about an #influencermarketing campaign, we can forget that we are asking influencers to put their entire identity, reputation, and #brand on the line. The stakes are so high most of us in the corporate world can’t see over them. We get to go home (or move from our home office to the living room) at the end of the day and, for the most part, separate ourselves from the workplace.

When I say “infuse humanity” into your #marketing efforts, it’s not just about speaking to the head and the heart of your audience – it’s about remembering the influencers you’ve leveraging to achieve your aims have a real personal stake too.
#contentmarketing #marketingcampaign