Marketing in the News: Tarte Cosmetics

 

The New York Times, March 5, 2024.  

 

 

    I am fascinated with the prevalent role that social media plays in modern marketing. It is common that instead of brands investing in billboards they invest in "influencers" to promote them and/or their products. Platforms like Instagram and TikTok have flourished on this premise. TikTok is able to use its own algorithm to curate a feed that is unique to each individual user, which inherently adds to the effectiveness of marketing. From my own experience, when I see brand videos from people that I already enjoy watching I am more easily influenced as there is a sense of a one-sided personal connection. This changed the game of marketing, and Tarte Cosmetics has been a key player. 

    Since 2013, Tarte Cosmetics has been known to send a variety of creators on a brand sponsored trip. These trips are an all expense paid with luxurious destinations ranging from Hawaii to Dubai. The individuals chosen are often those the company feels possess the strongest presence on the platform that will additionally connect with those interested in beauty products. Tarte's most recent trip was to Bora Bora and featured thirty TikTok "influencers". While the company was striving to boost morale and increase engagement through the content shared by the attendees with their large audience, they found themselves in the center of controversy.

    The Rolling Stone article highlights that the issue with this marketing strategy was that many consumers felt as though the trip was made not relatable as it only featured those of
high status. Further, many individuals felt as though there was an emanate lack of diversity which increased the gap between consumers and these brand ambassadors. The content that was being posted online also lacked awareness in the sense that instead of promoting Tarte, some of the content was perceived as "bragging" and "entitled". While Tarte intended to make an a extravagant marketing decision, it ultimately lacked a connection to the consumers. 

    In terms of the value proposition, Tate is centered on creating a vegan and cruelty products that strive to "breakdown beauty boundaries, shattering stereotypes, and being kind". The trip was an opportunity for them to support this as the company to connect people from different backgrounds while connecting with a larger audience of consumers, using strong digital technology strategies. While this is a continually used strategy, this year that seemingly made attempts to avoid stereotypes and choose ambassadors who align with their proposition. However, I think for them to get optimal engagement and feedback the Tarte needs to consider drastically changing the structure of the trip itself.

    If I were to be in a leadership role within their marketing department, I would continue with the idea of doing group trips or even just hosting events as it does raise attention while following the company values. However, I would consider more thoroughly who is being invited. Instead of bringing only the highest grossing creators, I would research those related to the beauty field and invite a variety of different statuses. The goal here should be to unite a variety of favorite creators while expanding the company's target market and reaching more demographics. Further, by being more cautious throughout the selection process the company will be able to increase diversity and inclusiveness. Lastly, the company should set more pentameters on the content that is being uploaded online to ensure that every aspect of the trip is a positive reflection of Tarte, their products, and those they chose to invite.

Sources:

Article: https://www.rollingstone.com/culture/culture-features/bora-bora-tarte-brand-trip-influencer-tiktok-drama-1234983865/

Company: https://tartecosmetics.com/shop/explore/about-tarte/ 

 Image: https://www.nytimes.com/2024/03/05/style/tarte-cosmetics-influencers-tiktok-backlash.html