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influencer

Child Skincare Influencers On TikTok Raise Questions Of Exploitation On The Internet 

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The world of influencers has grown rapidly within the past decade. As social media and the digital world has grown and expanded, so has the number of young people getting on these platforms. 

More recently, we’ve seen online influencers as young as 12 start to accept free products from brands to promote to their large followings. Ethics has become a major point in this conversation when it comes to privacy and safety concerns for children on social media, and the products they’re being influenced to buy/pushed to market. 

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Skincare has become a major epicenter of this conversation, as dermatologists are warning that young kids are promoting products that they don’t need, and could even damage their skin all because they seem “trendy.”

In Europe, for example, the Italian Competition Authority (AGCM) is taking this matter seriously, and is now investigating beauty brands Benefit and Sephora after they began pushing a “particularly insidious strategy” of using young influencers to market their products to children intentionally, according to reports. 

The AGCM specifically has launched an investigation into the brands’ owner LVMH, a luxury goods company, for allegedly attempting to sell anti-aging treatments to children younger than 10. 

The Authority said the companies “may have failed to make clear the cosmetics they sold were not intended for children, while appearing instead to have encouraged their purchase through covert marketing strategies involving young micro-influencers.”

LVMH said that Sephora, Benefit, and themselves would “fully cooperate with the authorities. All the companies reaffirm their strict compliance with applicable Italian regulations.”

The Guardian also led their own investigation in which they found many videos of young people thanking brands for sending them free products. They also found an ambassador program that is open to children as young as 13. 

The investigation found that US skincare brand Evereden runs a “scheme” with no official age minimum or limit advertised, stating that they “love all ages and all stages,” with some of the youngest influencers in the program to be 12. 

Those under 18 need parental permission to join, but the company is clearly passionate about working with “aspiring influencers.” 

On its website, it says: “Yes! As a kids’ brand, we want to partner with our actual audience, as well as their parents and guardians. We think it’s important for kids to see people like them taking care of their skin and being empowered by age-appropriate self-care routines. However, we are committed to engaging with young creators in a responsible and ethical manner, and we require parental or guardian consent in all collaborations.”

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Bubble is another company advertised as a youth skincare brand, with ambassadors who are aged 16+, but they previously accepted influencers as young as 13. In their particular program, ambassadors must like, share, and produce content advertising their products, and in return receive points that are redeemable for purchases. 

A spokesperson for Bubble said, according to the Guardian: “We do not partner with or pay children to promote our products. Our ambassador programme requires participants to be 16 or older, and parental consent is required for anyone under 18.”

“Clinical safety is foundational to how we operate. As far as we are aware, we are one of the only brands that conducts clinical safety testing on consumers aged eight and up on the products we would recommend for younger users. If younger consumers are using skincare, there should be real clinical validation behind its safety. We also have a paediatric dermatologist as a part of our robust dermatologists’ advisory board.”

Experts on the matter have stated that these programs are in a “regulatory grey area.” While there are many laws and regulations around the world regarding child labor for actors and models, those same rules don’t extend to child influencers on social media. 

“A lot of protections focus on consumers under advertising law, not on the child creating the content,” said law lecturer and coordinator of the Child Influencer Project, Dr. Francis Rees. 

Children creating online content do not have protections under the Online Safety Act or child performance legislation unless criminal thresholds are crossed, Dr. Rees explained. 

“Brands and agencies don’t have a duty of care to the child in these situations. They contract with the parent, who is expected to safeguard the child,” she stated. 

The Advertising Standards Authority requires all influencers to clearly label their posts as advertisements, while many younger creators believe that simply having “ambassador for _” in their bio is enough.

Cracker Barrel

Cracker Barrel Stock Drops as New Logo Sparks Culture War

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Cracker Barrel, the country-themed roadside restaurant chain long associated with biscuits, rocking chairs, and nostalgic Americana, is retreating from a brand update that was supposed to modernize its look but instead unleashed a wave of right-wing fury and rattled investors.

The controversy began when the 56-year-old company revealed a pared-down logo last week. The redesign dropped its namesake barrel and the seated figure many customers affectionately linked to “Uncle Herschel,” a nod to one of the restaurant’s most iconic menu items. The minimalist version was meant to signal a fresh start as part of a sweeping $700 million transformation plan. Instead, it sparked a cultural firestorm.

On social media, conservative commentators pounced. Donald Trump Jr. blasted the company with a blunt “WTF is wrong with @CrackerBarrel??!” At the same time, conservative activist Christopher Rufo warned that the redesign was another step in what he called corporate “wokification.”

“We must break the Barrel. It’s not about this particular restaurant chain—who cares—but about creating massive pressure against companies that are considering any move that might appear to be ‘wokification.’”

Influencer Charlie Kirk paired the simplified logo alongside viral images of Sydney Sweeney’s American Eagle campaign, suggesting both were evidence of cultural decline. Actor James Woods declared he’d never step foot in the chain again, calling the move a betrayal of Cracker Barrel’s roots.

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“Cracker Barrel was the only place I’d ever stop. No mob fights, a fun, corny atmosphere, and delicious food when you’re hungry and tired.”

The backlash quickly translated into financial fallout as shares of Cracker Barrel Old Country Store, Inc. (CBRL) tumbled more than 12% in a single day.

On Monday, the company issued a conciliatory statement on its website:

“If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel. We’re truly grateful for your heartfelt voices. You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be. What has not changed, and what will never change, are the values this company was built on when Cracker Barrel first opened in 1969: hard work, family, and scratch-cooked food made with care. A place where everyone feels at home, no matter where you’re from or where you’re headed. That’s the Cracker Barrel you’ll always find.”

The statement reassured diners that the “old-timer,” the figure sketched in 1977 by Nashville designer Bill Holley, often imagined by guests as “Uncle Herschel,” isn’t gone for good. He’ll remain visible inside restaurants, on road signs, and of course on the menu itself, where “Uncle Herschel’s Favorite Breakfast Platter” has long been a staple.

Cracker Barrel emphasized that its rebrand is still underway. CEO Julie Felss Masino, who unveiled the chain’s multiyear turnaround plan in 2024, said the company is working on revamping its operations through new commercials, a refreshed menu, and seasonal offerings.

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“The way we communicate, the things on the menu, the way the stores look and feel … all of these things came up time and time again in our research as opportunities for us to really regain relevancy.”

But for now, the restaurant finds itself caught in the middle of a larger culture war, another example of how corporate branding decisions can become lightning rods once amplified by political influencers. The New York Times recently noted that the same ecosystem of right-wing accounts that fueled outrage over Sydney Sweeney’s jeans ad also helped ignite the uproar over Cracker Barrel’s logo.

The company insists it is listening. “We know we won’t always get everything right the first time, but we’ll keep testing, learning and listening to our guests and employees,” the statement read.

“While our logo and remodels may be making headlines, our bigger focus is still right where it belongs… in the kitchen and on your plate: serving generous portions of the food you crave at fair prices and doing it with the kind of country hospitality that brightens your days and creates lasting memories. Meatloaf, chicken n’ dumplins, country fried steak, sides that taste like Sunday supper, and yes, the world’s best pancakes, they’re all still here, with a few new dishes joining the menu. Whether you’re a long-time fan or a first-time guest, we want you to feel at home around our table.”

For a chain built on road trip nostalgia and comfort food, the incident highlights the delicate balance between modernizing to attract new customers and preserving the imagery that loyal diners consider part of the brand’s identity.

Instagram Now Allowing All Users To Tag Products As Ads In Posts

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Instagram is now allowing all users to tag products in the posts they upload to their feeds, enabling any photo to act as an advertisement for whatever product is tagged.

Instagram initially announced their plans to give everyone the ability to tag products in their photos last month. The feature is now currently available for all users. Originally this feature was only available for content creators who make their income by selling products through their Instagram posts.

Users can now tag products in their images as long as the business is registered and set up with Instagram Shopping. The company made a statement regarding the update to the app and their hopes for the future.

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“From supporting brands you love to helping your friends and family discover new products they may like, sharing products on Instagram just got easier.”

Full instructions on how users can tag a brand and specific product are posted on the company’s blog, but it essentially works the same way as when you would tag a person in your picture.

Like when another individual is tagged in a post, users will be able to see when an image has product tags, and can easily click the image to have the link appear. Users can then purchase the tagged product directly in the app or through the brand’s product page.

With this new feature any Instagram post can be an advertisement, something that is likely very exciting for brands, however, it’s not clear what the benefits are to the average user, who’s essentially providing free advertising through their posts. Instagram, however, believes that this is a feature many users will utilize.

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Business owners will receive a notification whenever someone tags a product of theirs in a photo and they can manage and view all tagged content on their profile. Businesses can also manage who can tag their products in their preference settings.

Instagram claims that this is just the beginning for product tagging for the average user, and they’re currently working on more ways to bring this feature to other aspects of the app as well. For the past couple of years Instagram has pivoted to become more of a platform for shopping, and the company has been transparent about the ways in which they’re trying to monetize every aspect of the app.

The company even said they no longer want to be viewed as just a photo-sharing app, unless it’s referring to their goals of expanding shopping and video features on the app.

In December, Instagram’s head Adam Mosseri said that it” is prioritizing Reels as well as shopping in 2022,” so time will tell what other features will be implemented to further support the app’s goals.

Pepsi Can

Cardi B And Pepsi’s New “Culture In, Brand Out” Marketing

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Cardi B has become the central figure surrounding Pepsi advertisements this past year. The rapper made her first appearance in a 2019 Pepsi Superbowl ad alongside Steve Carrell and Lil John. The commercial itself confronted the age old issue of when you order Coke at a restaurant and they ask you, “is Pepsi okay?” The ad itself is quite surprising, as it insinuates that Coke is always a customers first choice, and they only go for Pepsi when there’s no other options. However, as the ad progresses, all of the famous guest stars boast about how Pepsi is MORE than okay, it’s better. The concept of confronting an issue within your branding in an actual commercial is risky, but Todd Kaplan, Pepsi’s Vice President of Marketing says that the ad was just step one in moving towards a direction of “culture in, brand out” in terms of advertisements. 

“Rather than start with your brand objective, start with what’s happening in culture by listening to the consumer, looking at cultural truths and insights, and saying, ‘OK, there is a thing that is bubbling up here.’ Start with that and then ladder up and say, ‘what would Pepsi’s point of view be on that,’” Kaplan discussed on his podcast.  

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Looking at “cultural truths” was the root of the Superbowl ad that seemingly places Coke as a priority for most soft drink consumers. The “large cultural truth” was the fact that Pepsi is often a second choice, but instead of ignoring that truth and working around it in an attempt to change that narrative, the company tackled it head on, telling it’s audience that they know Pepsi may not be you’re number one, but it definitely is an all star number two. “Why don’t we take this truth head-on and say is Pepsi OK? Yeah, why the hell wouldn’t it be OK. Of course it’s OK,” Kaplan says. 

This sort of self-awareness actually attracts consumers more. The average customer wants major corporations to look at the issues that everyone is clearly talking about, and to embrace them in order to change them, as opposed to just ignoring them. If there’s anything the public hates, it’s being left in the dark, so when a major corporation comes out with an advertisement that says, “we see you making memes about us, and you’re not necessarily wrong” consumers are going to embrace that type of honesty. 

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Adding superstar Cardi B into the mix just makes it that much more successful. Cardi has become one of the most recognizable faces and personalities in the music industry to date. You don’t have to like or even know any of her music, but you definitely know who she is. That’s why the decision to place her in an advertisement that’s embracing the “culture in, brand out” concept is so smart. Cardi’s personality is already very marketable, and has become a major part of modern day culture. Her many catch-phrases and memorable quotes pulled from her many Instagram video rants, spread on timelines like wildfires. Putting her in an advertisement, and including those catchphrases that everyone already knows and loves, all while saying “Pepsi is more than OK” is what draws consumers in. 

“The rapper is unapologetic [and] comfortable in her own skin, which I think in a lot of ways manifests what we are trying to do with Pepsi,” says Kaplan.

Additionally, with the holiday’s finally arriving, it’s safe to say that Coke holds a pretty high stock in terms of holiday marketing. They’ve really embraced and claimed the classic Santa imaging on their cans, and even the iconic polar bear, so much so that people often always associate Santa branding with Coke right away. Another example where Coke is seen as the primary and Pepsi takes the secondary role. So, Pepsi continued to do what they’ve successfully been doing all year in terms of advertisements and brought the culture in. Cardi returned for another campaign that also mentions the Grammy’s, making Pepsi the image for the holidays, and the biggest night in music, all in one shot. By branding for the Grammys as well, Pepsi is bringing one marketing campaign from month to month, which also will smoothly transition them to the Superbowl in February, which as we all know, is one of Pepsi’s biggest nights for advertising, as they sponsor the entire halftime performance.

Living Room Decor

Marie Kondo Launches New Online Home Deco Store

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With December only a few days away, the holiday season is clearly already here making now the perfect time to clear out your old clutter to make room for new goodies. Right? But what should you keep and what should you throw away?

Many Americans have this dilemma and have turned to professional advice on how to decide what stays and what goes. It may seem slightly odd to ask a stranger how you feel about your own belongings but there is a highly profitable market for advice on de-cluttering.

In 2015 Japanese cleaning guru Marie Kondo felt her first brush with fame. The release of her book ‘The Life Changing Magic of Tidying Up’ soon became a favorite in many homes across the country, making it a hit on the best-selling lists. Full of advice on how to clear out your spare room, closet, basement or garage, Kondo inspired readers everywhere to clear out their trash.

This was followed up in 2019 with ‘Tidying Up With Marie Kondo’ airing on Netflix and again showed homeowners how they could streamline their homes using the ‘KonMari’ method.

This month Kondo announced her latest venture. But if you were imagining more details on whether an item brings you joy, or how to achieve the domestic bliss you have been craving you will be sadly disappointed.

Finally content that she has emptied the nation’s closets Kondo wants to fill them back up!

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Although you have been able to buy storage boxes since 2018 you can now buy more items thanks to her new online store. However you do not have to worry that her items will make your home feel cluttered again, as Kondo’s design has opted for a minimalist look, with many items in neutral shades as well as a calming dove-gray.

But however arrogant it may seem to spend years encouraging Americans to get rid of their belongings followed by a blatant attempt to capitalize on filling the empty spaces, Kondo is merely jumping onto her celebrity status, and in America being a celebrity means making money.

Look at any celebrity in recent times and you will see that they have more than one string to their bow. There was a time when starring in movies and being interviewed or photographed was a full time position, yet there are few celebrities who stay in their ‘genre’ any more.

Actors are always appearing in advertisements for some sort of beauty or fragrance products while many others are creating their own companies.

Think of Gwyneth Paltrow. Not content with being a hugely successful actor in her own right, Paltrow went on to create Goop which is promoted as a ‘modern lifestyle brand’, promoting everything and anything they believe can make your life better.

The Kardashian/Jenner family is another example of curating multiple professions. Playing off the back of a sex-tape scandal, Kim Kardashian managed to create one of the most successful reality shows of all time, paving the way for not only herself but her entire family to create careers for themselves. Alongside Kim’s growing empire her siblings have also created businesses with half-sister Kylie Jenner recently selling 51% of her makeup empire for $600 million, making her one of the youngest self-made billionaires at only 22.

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It is not only the female stars that are branching into other sectors either. Whilst lifestyle products predominantly target women, men are also being targeted with Kanye West, Will & Jaden Smith, and even Paul Newman finding considerable success via their own brands.

Paul Newman’s salad dressings were created as a Paul Newman ‘brand’ rather than an endorsement and was one of the first success stories. Since then we have had singer P.Diddy’s ‘Sean John’ clothing line as well as Ryan Reynolds’ Aviation Gin, a product he not only owns but cleverly promotes via a ‘war’ with Hugh Jackman, resulting in great sales for both his gin and Jackman’s Laughing Man Coffee.

One of the biggest success stories however is that of Jessica Simpson. Back in 2005 Simpson used her public image to attract customers to her new shoe business. Becoming one of the very first social media ‘influencers’ Simpson found herself in a position where she could utilize her image to a greater goal. Through promoting herself and her lifestyle through her social media pages, Simpson has created a business attracting an annual revenue of $1 billion.

With social media continuing to grow more social media stars emerged and many have ‘YouTuber’ listed as their occupation. Many of the younger generation have turned their backs on mainstream television, getting their entertainment from such channels, ensuring social media stars’ bank balances are growing each day thanks to a line of ‘merch’ that compliment their channel.

Kondo’s latest venture’s success will surely depend on how well she can convince people that there really is not any irony in telling people to clear their homes then fill it with her items, in fact she was recently quoted as saying ‘my tidying method isn’t about getting rid of things – it’s about heightening your sensitivity to what brings you joy’.