In this episode, Ciara and Sarah discuss the concept of de-influencing in the beauty industry. They explore how influencers have become indistinguishable from celebrities and the impact of their recommendations on product sales. The hosts highlight the rise of de-influencing as a response to misleading reviews and overconsumption. They also discuss the importance of authenticity and relatability in influencer marketing. The episode concludes with a case study on beauty influencer Michaela Neguera and her controversy surrounding a paid collaboration with L'Oreal. The conversation explores the impact of influencer scandals and the brazenness of influencers in promoting products. It discusses the lack of authenticity in influencer promotions and the need for regulations and transparency in influencer marketing. The conversation also touches on the challenges of navigating influencer marketing and the importance of genuine recommendations. Examples of authentic influencers are shared, and the future of de-influencing is discussed. The rise of consumer research and moving away from influencer recommendations are highlighted. The conversation concludes with thoughts on the positive impact of de-influencing and introduces future topics of Vox Pop and AI in the beauty industry. Takeaways De-influencing has become a trend in the beauty industry as consumers seek authenticity and transparency. The influence of beauty content creators has propelled many products to viral status, but consumers are becoming more skeptical of their recommendations. Authenticity and relatability are key factors in influencer marketing, and influencers who stay true to their personal preferences and values are more likely to maintain their audience's trust. The rise of de-influencing is a response to misleading reviews and overconsumption in the beauty industry. Case studies, such as the controversy surrounding Michaela Neguera, highlight the importance of transparency and honesty in influencer collaborations. Learn more about Socially Ciara Agency here; https://sociallyciaraagency.com/