As with everything, the prices of cosmetics are rising. Nowadays, drug store makeup costs the same amount as luxury makeup, defeating the purpose of having cosmetics in accessible places like drugstores. It might seem like the rising prices are due to inflation, but a closer look at the beauty industry on social media shows that that might not be the only reason prices seem unreasonable.
Back in 2016, beauty influencers on YouTube began showing the lavish gifts makeup and skincare companies sent them as a thank-you for promoting their products. These gifts were different from PR packages that contained new releases, as some gifts included clothing, cups, bags, and even food in some cases. The purpose of these gifts was to build positive relationships with influencers, as these influencers’ loyal viewers were more likely to buy something if an influencer recommended it. From the beginning, it was clear these gifts were about relationship building with the influencers but not with the average consumers.
Somehow the consumers fell to the wayside as products got more and more expensive and influencers’ gifts seemed to reflect the rising prices. Instead of rewarding consumers with lower prices, higher quality products and extended shade ranges for complexion products, companies would send lavishly decorated packages for PR with extra freebies, not to mention tickets to all-inclusive resorts.
The relationship between brand and consumer was convoluted by influencers, as more money had to be dished out to please public figures than poured back into the products and the brand. Now that social media is showing the behind-the-scenes of an influencer’s life, consumers are questioning whether paying $30 for a small tube of concealer is worth sending someone they don’t know to Fiji for a weekend. Especially if these brands continue to make shade ranges solely for fair-skinned individuals, consumers have every right to take lavish gifts and trips for people other than them as a sign that consumers’ needs no longer influence brands’ decisions. It’s up to the company to show consumers what they stand for, and right now, consumers don’t like what they see.
