Trippin’ About Tarte
Tarte is facing backlash for its over-the-top, lavish brand trip with influencers during an economic downturn. Are influencer trips out?
The internet has been abuzz about makeup brand Tarte's latest brand trip, in which they sent beauty influencers such as Alix Earle, Meredith Duxbury, and Ellie Zeiler to Dubai (or, technically, the United Arab Emirates).
Influencers (and their plus ones) flew business class on Emirates, stayed at The Ritz Carlton, attended day activities and themed parties, and enjoyed curated collections of gifted products in their walk-in closets, including giant stashes of Tarte makeup.
Influencer trips – in particular, Tarte influencer trips – are not new. The “#TrippinwithTarte” series famously went to Bora Bora in 2016 and Hawaii in 2018 (an entire academic paper focused on this specific trip).
But the internet has changed since then, and more notably, the economy.
Users have criticized Tarte for treating already wealthy influencers to such a lavish experience – amidst a recession, nonetheless. People and news outlets alike called the brand “out of touch.” Some TikTok users questioned the sales conversions from the trip, commenting that this trip did not influence them to buy Tarte products. It had the opposite effect, making them not want to support the brand.
Influencer culture has shifted for a while as consumers seek authenticity and relatability. While brands are moving toward the accessible, Tarte is still promoting the aspirational – which is unattainable and unrealistic for many, more so now than ever.
Influencer activations need to change accordingly.
If their premise and success hinge upon spending exorbitant money, it will not play out well. They got views, engagement, and lots of conversation but also lost the public opinion… or so it seemed.
Just when the internet seemed to have canceled Tarte, they posted to their TikTok days later a video featuring an employee in a giant Tarte Shape Tape mascot suit, strolling around an empty office, with on-screen text: “POV: you show up for work, but the marketing team spent all of our money on a brand trip.”
The comments were resoundingly supportive, praising the brand for being self-aware and being able to laugh at themselves. One user commented, “Definitely buying Tarte products now!”
So it seems that the internet forgives but never forgets. If Tarte’s goal was the buzz, they won. We’re all still talking about it, aren’t we?
 |
|