Makeup, skin care and clothing marketing runs rampant on social media platforms through sponsorships, partnerships and product placement. With many consumers trashing, donating or selling their hoards once the inflated value of their trendy items dissipates, the cycle of rapid overconsumption relentlessly turns over from brands to influencers to consumers and, finally, to landfills, leaving behind a trail of mass waste.
Purchases made through social media are often unnecessary, made only to stay relevant or feel closer to internet idols. The fleeting nature of trends, especially when viewed on short-form media, creates a sense of exclusivity and urgency to purchase trendy products before their prestige wears away.
Product endorsements on social media take various forms. Most obviously, there are disclosed advertisements from influencers or celebrities, like paid promotions, sponsorships and affiliate links. These methods of advertising typically take the form of commercials on a brand’s social media page featuring a celebrity, a sponsored review or promotion on an influencer’s page or a PR package unboxing.
Because social media marketing places products alongside familiar, famous faces with passionate and often young fans, fanbases hastily purchase products to feel closer to their idol. As a result, brands profit significantly, becoming more incentivized to partner with celebrities and influencers to reap the reward again — and the cycle repeats itself.
Although some influencers claim to give honest reviews of products they receive or endorse, viewers don’t truly know celebrities’ genuine feelings about a brand’s or product’s quality. Even if an influencer promotes a product, they may do so only to maintain a good relationship with their sponsor and secure future partnerships.
Not only is it unclear whether celebrities actually use the products they endorse, but these items often fail to serve consumers or are of mediocre quality. Especially in the beauty and clothing scene, most advertisements encourage people to buy yet another version of something they likely already own. Regardless, fans still purchase these products because their favorite celebrities are holding them. This contributes to consumers needlessly hoarding or wasting product without finishing or wearing out what they already own.
Second, and more dangerous, are undisclosed and unintentional endorsements. The two promotion types differ. Undisclosed ads promote products without adequate disclosure of the company’s payment, which is not only unethical but illegal. On the other hand, unintentional endorsements promote a brand or product by creating content about it without being paid.
Both mislead consumers into believing a product is more valuable or important through repeated mentions. When this content isn’t associated with advertisements, it feels more authentic.
Both undisclosed and unintentional content also comes in various forms, including restocking videos on short-form social media, showcasing closets, dressers, containers and wall displays full of viral products like LANEIGE, rhode skin and Sol de Janeiro, among others. These inordinately expensive displays normalize and idealize spending thousands of dollars on redundant products that the viewer may not want, need or ever finish.
Similarly, blind box culture promotes unnecessary purchases, with influencers like Nikkietutorials using Labubu blind boxes to dictate her makeup in a video. While her videos did not indicate a partnership with Pop Mart, she sported Labubu nails and earrings in the video. The act of wearing and highlighting expensive products reinforces the trend’s social value. As such, the €300 she spent feels justified to gain popularity, despite not initially even liking or wanting most of the keychains.
These blind boxes are suspenseful and rewarding social media content, making viewers who aren’t participating feel FOMO. Now, most stores offer blind boxes of makeup, jewelry and, most recently, dumpling squishies, making joining this trend easier than ever.
But what happens to all of these products that nobody wants after the trend dies? They start taking up space, collecting dust and are eventually trashed. Some people donate their unused products, but despite what most think, many donated items end up in landfills anyway.
Rather than continuing to normalize frequent, needless purchases that we eventually trash, it is essential to consume responsibly.
First, this comes with a paradigm shift. When purchasing something new, consider where you will put it now and in a few years. Will you still want it? Will you have a use for it after the initial excitement wears off? And how will you dispose of it when you are done using it?
This mentality is explained well by “de-influencer” Rachxlouise on YouTube, who said, “Do I really want it that badly that I’m willing to physically commit to owning it for the rest of forever? Sometimes the answer is yes. Sometimes the answer is no.”
Moreover, viewing online content with a careful and critical eye is essential. Be sure to consider whether you want something for its practical value or enjoyment or just because someone you often see on social media mentioned it or used it in an ad campaign.
While it is okay to indulge in purchases that provide brief joy, people must forgo trends that don’t suit them and find ways to use the products they already have. Additionally, learning to modify or upcycle items they already own to embrace a new style or interest is better than discarding last month’s aesthetic in favor of something brand new.
Resisting the relentless influx of products flooding your social media platforms, reel after reel, is challenging in this modern era of consumerism. However, it can help you become more in tune with what is important and evocative of your personal style, interests and goals while also protecting the planet.
Allison Bonaventura is a sophomore double-majoring in comparative literature and anthropology.
Views expressed in the opinions pages represent the opinions of the columnists. The only piece that represents the view of the Pipe Dream Editorial Board is the staff editorial.