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BLUP:GEN POV: THE POWER OF TIKTOK ‘DE-INFLUENCING’ FOR BEAUTY PRODUCTS

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The de-influencing trend has been taking over TikTok since January, whereby creators share their beauty products to avoid rather than promoting them – all in the hopes of reducing over-consumption.

What is ‘De-Influencing’?

De-Influencing – is essentially the act of informing followers what not to buy on social media platforms and it’s the newest trend in authentic engagement and interaction that both influencers and followers are appreciating.

This backlash to product promotion is not only due to the ongoing economic situation but is also a response to the way TikTok itself has changed, with brands now investing heavily into creators, putting more pressure on them. TikTok launched its TikTok Shop in the US in November 2022, allowing users to make purchases directly on the app, which has put a great deal of pressure on influencers to recommend more product. So it’s no surprise that people are beginning to feel fatigued by the constant pressure of being sold to.

De-influencing has been birthed from the need for spaces that are free of this external pressure.

“The de-influencing trend shouldn’t be used to later promote products that influencers think are better…that’s not really ‘de influencing’ – if anything, we are still being influenced”.

paulina, BLUP:GEN MEMBER 22

De-influencing has provided an interesting and refreshing response to the constant advertising pressure, with many creators convincing people of the opposite of what influencers suggest. By embracing the trend, it seems people can save money and buy only what they need, rather than being pressured to purchase products that may not be as beneficial as they appear. This is touched on nicely in the below TikTok which supports the notion that we don’t need to tie our identity into what we buy.

 

“The problem is most of us go through life thinking that we are simply one purchase away from feeling the way that we want to feel.”

But to some, de-influencing may sound somewhat toxic and negative to the beauty industry as a whole. MUA Kellsie Blain carries this view and goes even a step further to share how influencers and content creators could be sabotaging their own chances of brand deals and partnerships by calling out and shaming makeup products. See Kellsie Blain’s opinion here.

However, de influencing could have far greater benefits which outweigh the costs – if done right. Paulina, part of our BLUP:GEN network, saw a video which promoted alternatives – which she completely disagrees with. “I think the de-influencing trend shouldn’t be used to later promote products that influencers think are better than the products they don’t like [within the same video or context] – that’s not really ‘de influencing’ – if anything, we are still being influenced”.

We wouldn’t want to defeat the point of trying to reduce consumers’ temptation to buy after all.

While the de-influencing trend may be a passing trend, it has exposed yet again, a growing desire for authenticity and brutal honesty from influencers and content creators.

 

Written by Anna-Marie Uzokwe, BLUP:GEN Member


Watch out for BLUP:PLAY chapter 2, that delves into the exciting world of GENZ beauty trends. 


BLUP:GEN IS STUDIO BLUP’S EXCLUSIVE NETWORK OF INFLUENTIAL CREATORS AND CREATIVE CURATORS, BUILT AS OUR WAY FOR BRANDS TO SPEAK TO A YOUNG CULTURAL AUDIENCE, GAIN REAL AUTHENTIC INSIGHTS AND CONNECT WITH THE LATEST TRENDS AND SOCIAL LANDSCAPE.

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CULTURE

TAG HEUER X NINTENDO

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Limited-edition Super Mario Connected interactive timepiece — merging the worlds of watches and fitness with the iconic Super Mario Bros. series.


The TAG Heuer x Super Mario Limited Edition sees the Swiss brand deliver a unique digital experience, with its animated dial serving as a stage for gaming’s most famous hero, Mario, who gets more energetic as the wearer becomes active. The animations follow a reward-based system that tracks physical activity and fitness goals, putting Mario in the role of personal trainer, encouraging the wearer to reach daily targets through in-watch games.

TAG Heuer nintendo super mario bros gaming watch connectivity fitness timepiece swiss italy

Inspired by the “Easter Egg” concept of the video game series, Mario celebrates the wearer’s progress with his signature power-up attributes. The cardinal points of the bezel are adorned with objects integral to Mario’s adventures; the Super Mushroom (which makes Mario grow) at the 3 o’clock position, the pipe that allows him to travel fast at 6 o’clock and at 9 o’clock the invincible Super Star lights up. When the wearer reaches their daily target, Mario then climbs the level-up Goal Pole in an in-dial animation.

TAG Heuer nintendo super mario bros gaming watch connectivity fitness timepiece swiss italy
TAG Heuer nintendo super mario bros gaming watch connectivity fitness timepiece swiss italy

Speaking on the latest collaboration, TAG Heuer CEO, Frédéric Arnault says, “What better than the TAG Heuer Connected to give life to this iconic character and encourage users to team up with Mario to get out there and be more active?”

TAG Heuer nintendo super mario bros gaming watch connectivity fitness timepiece swiss italy

Limited to only 2,000 pieces, the latest TAG Heuer x Super Mario collection is set to release on July 15 made available on the watchmaker’s website.

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CULTURE

THE NOKIA 6310 IS BACK

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The revived classic includes a FM Radio and ‘Snake’ game.


Nokia brings back its 2002 best-selling 6310 model with a set of simple upgrades for the modern world.

In terms of user interface, the menu text is much larger and readable than before with a one-icon view function that can increase image and font sizes even further. The three-toned polycarbonate phones come in four different base colours: dark green, yellow, black, and light blue. The 2021 Nokia 6310 has a 2.8-inch curved display, numerical keypad, rear 0.3-megapixel camera, FM Radio, and a 1,150mAh battery battery “that can go weeks between charges.” Opting out of modern applications, the phone is equipped with 8MB of RAM and 16MB of storage.

The Nokia 6310 should release later this year.

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CULTURE

UFO-SHAPED ‘ALIENWARE POP-UP STORE’ IN HANGZHOU, CHINA

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Gramco Company sought to design a visible landmark building located in one of the most popular and lively tourist spots in China.


The pop-up shop takes form as a glazed round structure topped by a huge UFO-shaped roof. The overall exterior wall is made up of several large transparent glasses, giving the impression of a floating roof.

The store has a huge UFO-shaped roof supported by an illuminated pillar in the middle. The whole building is circular, so people can see it completely from any position around it. Rest benches are set around the perimeter of the glass wall serving also as a gathering point.

The huge roof on the top prevents direct sunlight and shelters the store from wind and rain. Upon entering the store, accessories are displayed on the surface around the central illuminated pillar, and PCS and monitors are placed on a circular display table on the outer ring of the pillar, just like the scene that gears are falling down from the floating UFO.

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