"Don't scroll because I'm going to save you hundreds of dollars at Sephora."
On TikTok, Nastassia warns her approximately 50,000 subscribers: the products that make the buzz are not necessarily the best, nor the most effective.
Shown with Sol de Janeiro body cream.
“I never understood the craze around this balm, supposedly it has an effect on cellulite, supposedly it smells great.
I went to smell it and I'm sorry but it smells of sugar aplenty, it's limited to a slightly cheap side (…) For 44 euros, a small cream that smells a little fruity, there is really better.
@nastblog
My other flop @NASTBLOGBeauty & Wellness #flop #niacinamide #niacinamideserum #purito #theordinary #ouaihaircare #olaplex #clarinsmakeup #sephora #skincare #acne #hairfins #maquillage #lelabo #hinoki
Hip Hop with impressive piano sound(793766) - Dusty Sky
Better known as “Nastblog”, the young woman has given in to the new “trend” of the favorite social network for teenagers: disinfluence.
Imagine content creators who no longer brag about the latest fashionable, seemingly “sensational” lipstick, but instead make you think twice before drawing your credit card.
A new phenomenon that is shaking up traditional influence marketing.
"Lately, we've seen the term 'disinfluencer' come around, but beware, this isn't a new job," warns Morgan Prot, editor at Spotters, an online media outlet that explores Internet culture.
“There are not disinfluencers on one side and influencers on the other.
It is rather a new current of influence.
Concretely, those that
we will consider as disinfluencers will analyze the mechanism that pushes the public to buy products they do not need.
And on TikTok, the recipe works.
Exit the lies, make way for transparency
Since the beginning of the year, the term “deinfluencing” has been the new buzzword on the Chinese social network.
To date, the eponymous hashtag has accumulated more than 226 million views.
In the stream of videos, we come across designer Michelle Skidelsky listing all “those things you don’t need”.
Among them: belt bags, sponges to spread your foundation, a fridge to keep your beauty products… Because too expensive, because not essential, even useless.
Useless like this kiwi cutter that the TikTokeur Tideke makes fun of.
@tideke
I wasted my money so U can save money #amazonfinds #tiktokmademebuyit #review #tideke #tidekereview
original sound - tideke
Here, the overconsumption advocated a few years ago by influencers and reality TV stars thus becomes enemy number 1. Instead, we endorse reasonable and reasoned consumption, with, as the main message: popular products on Internet, in addition to being very expensive, are often "cheap" (understand, of poor quality), plastic and not ecological.
Mirage or true turn?
In this trend of “disinfluence”, cosmetics are in the line of fire.
On TikTok, the majority of publications (55%, according to the Visibrain platform) concern, in fact, the world of make-up, hairdressing and
skincare
.
Still, the fashion industry (12% of posts) and that of kitchen utensils are also in the sights.
Read alsoViral videos, out-of-stock products… Is TikTok the new beauty eldorado?
But is “disinfluence” really new?
Not really, according to Laurent Pan, alias @secretdepeau.
She has been posting content on social media for years to educate her community about cosmetics.
On the program: deciphering the INCI lists (1), practical sheets, reviews... Except that the
skincare specialist
did not wait until 2023 to advise against certain products.
"It's been years that content creators dissect products, for the sole purpose of serving their community.
I am thinking in particular of the YouTuber La Petite Gaby who has been there since the dawn of time and was one of the first to hit on the brands”, wishes to underline Laurent Pan.
“On the other hand, it is true that we note that the public has an increasingly pronounced interest in honest and transparent content.
Especially when it comes to cosmetics that have flooded TikTok.”
In this case, on his networks, Laurent Pan offers what are called "dupes", a trend of disinfluence.
The principle ?
“To advise against products and to offer cheaper references instead, and with similar ingredients”, explains the beauty expert, insisting on the fact that the miracle product does not exist.
"You have to buy in conscience, understanding better what each product brings to your skin, if we take the example of facial care", advises the creator of "Secret de Peau".
“How to take people for dicks”
Lauren Pan however regrets a point in this phenomenon: the more the content is negative, the more we tend to take it into account.
“We are not perceived as someone honest when we issue positive opinions, he regrets.
Just look at the success of the Yuka app, which has enormous influence;
it works on the principle of negativity: “Is this product good or not?”
And if this is not the case, the lights are red.
Read alsoDermatologists or simple enthusiasts, these influencers who test and analyze our beauty products
In response to this wave of "disinfluencers", some voices are beginning - slowly but surely - to rise.
This is the case of the French Coline, 398,000 subscribers to the counter on Instagram.
"When did we [
the influencers
] take people on social networks for c***, to tell them that we must not do, that we must do?", she exclaims in a video dating from February 8 and called “Disinfluence, or how to take people for teubés”.
"Seriously jpp [
I can't take it anymore
] every time I come across a video like this I feel like I'm being insulted about my ability to think and make choices in life."
The YouTuber argues here that Internet users are simply responsible for their purchasing choices and their online habits.
Point.
A word that stands out and that some of her colleagues share.
"Amen.
In truth, it's a collective responsibility I believe: as subscribers, to choose the accounts we want to follow.
As “influencers” (we won't dwell on the term, huh), to make the right choices and to be clear and transparent in the face of these choices.
And brands and agencies to get out of this paradigm of “all new, all beautiful, quickly buy!”
because it's over, all that!”, comments journalist and blogger Delphine Desneiges (alias “Deedee”).
Free will as a response to influence - or its opposite...
(1) The INCI list (International Nomenclature of Cosmetic Ingredients) has been a mandatory nomenclature for cosmetic products since 1999.