The phenomenon of influence has driven the development of brands of various kinds related to celebrities, which undoubtedly has an impact on the overproduction of merchandise. Influence figures are not only inviting their followers to constant consumption, but are inciting them to aspire to a lifestyle that aligns with the economic ideals of neoliberalism.
More and more products and brands are launched on the market. Influencers, above all, have fostered this phenomenon with their tantalizing images that invite us to live an almost unattainable lifestyle. In addition to selling us ideals and standards of beauty, these figures constantly offer us products that promise to bring us a state of ethereal happiness, which is achieved through consumption.
These digital public figures, who have flourished over a decade, quickly gained notoriety from corporations that began to see them as promotional vehicles and bridges to organically reach their target customers and that is how influencers managed to monetize and develop a conspicuous consumption invitation scheme. Social networks have been essential for the deployment of these figures, allowing them immediate interaction with their followers and sharing their life as a form of entertainment. The Kardashians, an American family of Armenian descent, are the epitome of influence. Although they did not fall into the celebrity category, since they were not recognized for being actresses or singers, they achieved fame by sharing their life on television and later on social networks. This gave them the opportunity to become a merchant image, a brand that can be monetized and sold.
In addition to monetizing on the products of others, influencers have quickly realized that launching their own brand can help them diversify their income and not depend exclusively on social networks. More and more brands are being launched on the market in the beauty and fashion sectors, and according to a Business of Fashion report, consumers are finding that for everything they want there are at least five brands that offer it. Dermo-cosmetic products and clothing have the great advantage that it is not necessary to invest in an entire infrastructure to produce and sell merchandise. These sectors allow outsourcing and many influencers, to avoid making large investments in the first instance, have launched their brands offering a single product. Such was the case with Kylie Jenner, a member of the Kardashian family, who in 2015 launched her cosmetics brand selling lip kits. Once her brand gained strength, the young woman ventured to promote more products. Outsourcing is a practice that facilitates the launch of a new brand, but this has its consequences. This practice takes away from brands control over their value chain, which can generate serious problems with the final product. Adeline Devos, a chemical engineer who is an expert in dermo-cosmetic products, explains that influencers, being unfamiliar with production, rely heavily on the laboratories that manufacture beauty products, and this can prove to be a double-edged sword. It all depends on the investment that the influencer is willing to make.Youtuber Jaclyn Hill, for example, suffered a big problem with her cosmetics brand when her final product was found to have defects that came from her outsourced laboratories. This personality’s brand suffered millions in losses and, in turn, Hill’s reputation was damaged.
Follow the news of El Espectador on Google NewsLikewise, Adeline Devos explains that many of these influencers do not have the relevant knowledge to sell and promote products in the cosmetic field, which can be dangerous, because they, in their intention to sell, can misinform their followers and generate false beliefs . “Many times, influencers claim to have carried out research on a product or ingredient in order to recommend it, but it is necessary to have experience in the scientific field to carry out a research process, which requires analysis, discussion and interpretation of the results ”, says Devos.
The phenomenon of influence has driven the development of brands of different kinds related to celebrities, which undoubtedly affects the overproduction of merchandise. Influence figures are not only inviting their followers to constant consumption, but they are inciting them to aspire to a lifestyle that aligns with the economic ideals of neoliberalism. These beauty or fashion brands of renowned personalities promise the possibility of being and looking like them, because you can see yourself like them if you only use their products; but behind this is the fact that their purchasing power allows them access to the best treatments, surgeons, trainers and products.