In the second of the two posts below, beauty influencer Megs Cahill (nearly 38,000 Instagram followers) gives an undisclosed shoutout to Too Faced for assisting in creating her fun festival look: Music festivals, and Coachella in particular, give gals an opportunity to test out some wild makeup trends. placement of the disclosure where a viewer won’t miss it) to his or her followers.Īs festivalgoers gear up for the final round of Coachella this weekend, has taken a look at companies and influencers pitching the Coachella essentials of fun makeup, stylish outfits, and boozy refreshments, that have fallen short of adequately disclosing endorsement deals.įirst up is Too Faced, a cosmetics brand that has previously run into deceptive advertising issues for over-inflating the power of its Better than Sex mascara.
unmistakable language that indicates the post is paid) and conspicuous (i.e.
#Revolve careers instagram free
If an individual has a material connection with a brand - be it the receiving of free goods or services, or direct payment for posting about a product - then that individual needs to make that clear (i.e. (Last year, Revolve, arguably the king of influencer marketing at Coachella, reported $1 billion in sales and attributed nearly two-thirds of that to their vast army of influencers who utilize events like Coachella to promote the products.)īut the FTC has made clear that brands and their paid spokespeople need to be upfront when a social media shoutout serves as part of an agreement between two business partners. The method of choice for many has been influencer marketing, which often blurs the line between commerce and reality. In fact, several brands have already sought to spin what Mente refers to as the “authentic” and “experiential” attitude at Coachella into advertising gold. Indeed, the stylish, well-to-do millennial who has the resources to attend Coachella (it’s $400 just to get in, not to mention the cost of travel, lodging, etc.) is the prize.īut Revolve has competition. So for us, it’s actually become something that’s much more interesting, and gives us more opportunities to showcase our brand than a traditional venue like New York Fashion Week. It’s authentic, experiential an environment where everyone is expected to have fun and push the envelope with their fashion choices. Mente said:Ĭoachella, and more broadly festivals, have become the new fashion week for millennials. However, influencer status aside, many people were simply outside waiting in the heat for two or three hours without any water,” said creator Averie Bishop, who said she was invited but ended up not attending after hours of waiting for the festival-provided shuttle.In a recent interview with Forbes, Michael Mente, co-founder of the designer apparel brand Revolve, discussed the importance of an event like Coachella - an annual music and arts festival held in the Californian desert that is now in its second weekend - in reaching the online retailer’s target demographic. “Influencers get a bad reputation for acting entitled. Some said they waited for hours under the hot sun with no food or water. In TikTok videos and Instagram stories posted throughout the weekend, influencers complained that the transportation was disorganized and ill-equipped for large crowds.
The only way to get into Revolve Festival was by taking the provided shuttles, which picked up guests at an empty parking lot about a mile and a half from the Merv Griffin Estate. It also featured prime photo opportunities and a pink carnival swing ride sponsored by Venmo.īut some influencers who were invited compared the "VIP" party to poorly planned events like Fyre Festival and the YouTuber-organized TanaCon.
It offered free drinks made with Kendall Jenner's tequila brand, free food from the California luxury supermarket Erewhon, free shopping experiences at sponsored "gifting suites" and performances by Post Malone, Jack Harlow and Willow Smith. This year's event took place at the Merv Griffin Estate in La Quinta, California, five minutes from Coachella's festival grounds.
0 kommentar(er)
