Deinfluencing in skincare: threat or fad?

The skincare industry knows just how powerful influencers are, with many companies investing heavily in influencer marketing as a channel. Consequently, our social media feeds are plagued with sponsored content and influencers promoting the latest trending products, and there’s a growing feeling that it’s getting a bit too much.

In an era where consumer trust is paramount, the phenomenon of “deinfluencing” is opening up crucial discussions about the authenticity and credibility of influencer marketing. Deinfluencing is a trend that involves influencers and content creators telling their followers what not to buy. Consumers are increasingly discerning and savvy, and the allure of influencer content has started to wane.

Despite this, influencer marketing remains entrenched in the skincare industry, and companies continue investing more yearly. With the rise in the deinfluencing trend, a question presents itself: Is the deinfluencing trend a threat or benefit to the skincare industry? Let’s take a look.

Why deinfluencing?

Deinfluencing is a trend that began with beauty influencers on TikTok advising followers on what products to avoid and giving honest reviews of overhyped products. The hashtag has over 647 million views on TikTok alone and has spread into other industries and social media platforms. But why is this happening?

People's trust in influencers has declined over time, and consumers are being vocal about it as seen in the video above. The constant advertising and promotion of products are triggering consumers, and it’s not uncommon to see influencers get called out on their actions and involvement in “out of touch” campaigns. For example, TikTok creator Mikayla Noguiera's infamous lashgate scandal caused waves across the internet, as people accused her of wearing fake eyelashes in a video promoting a L’Oreal mascara.?

Furthermore, consumers are starting to see through the #ad and question if influencers actually love what they’re promoting. There are only so many trends and products that you can keep up with before you become exhausted. Trends like #TikTokMadeMeBuyIt provide evidence of the effects of product hype on social media. Unsurprisingly, with the current state of the economy, it makes sense for consumers to make more thoughtful purchasing decisions and curb excessive consumption.?

Threat or fad?

There’s a movement in the influencer space, raising crucial questions for the industry. People are demanding honest and impartial recommendations from the influencers. But, with brands shelling out substantial sums of money in the hope that influencers will present their products in a positive light, it’s not always the case. These expectations contradict each other and result in further distrust.?

We have previously discussed that trust is a scarce resource in the skincare industry , and the deinfluencing trend proves that skincare influencers are part of the problem. Many influencers endorse skincare products without the proper expertise or personal experience, misleading consumers into purchasing ineffective or harmful products. This, coupled with the lack of transparency and product promotion overload, increases the disconnect between consumer trust and the skincare industry.?

We don’t believe the deinfluencing trend is the end of influencer marketing, far from it, but just the latest iteration. One in which the skincare industry should lean into and reconnect with the consumers we are trying to target. Listen to what’s being said, try to understand how consumers feel about the industry and trends, and take the insights to make internal changes if needed. Deinfluencing should be used as a catalyst for skincare companies to focus more on transparency, product quality and provide genuine value over superficial endorsements.?

Interesting times lie ahead

Amid the deinfluencing trend, the skincare industry continues to grow and is expected to generate up to $177 billion by 2025 (Statista ). Additionally, the revenue associated with influencer marketing is trending upward after exceeding $16 billion in 2022 and is expected to increase by another 29% to $21 billion in 2023, according to The Influencer Marketing Hub . It’s big business when the conditions are right.?

As the deinfluencing trend continues, the industry's next move is to respond correctly. By adapting to these changing dynamics and embracing the trend, the skincare industry can navigate the influencer landscape successfully and build lasting relationships with its target audience. Ultimately, the brands that prioritise authenticity, reliability, and genuine value will thrive in the evolving influencer-driven market regardless of what influencers choose to do.

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