Beauty blogger's viral video highlights the positive and negative impact of brand authenticity

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Brand authenticity assists to drive success in today’s over-saturated markets as consumers search for greater meaning and sincerity – this is fuelled by a desire to connect with things that feel safe, certain and unambiguous. Em Ford, beauty blogger of “My Pale Skin” has spoken out after being attacked by bullies on social media. This powerful piece raises the question of authenticity and peoples perception associated with beauty.

At this moment of writing this post, the “‪YOU LOOK DISGUSTING” video had almost reached 10 million views. The viral video brings to light the harsh, unrealistic standards of beauty and just how hurtful comments on social media can be. This also makes you question the power of brand authenticity especially when it is associated with beauty and the beauty industry. Ford is now spreading the positive message about loving the skin you’re in, after three months ago the beauty blogger went barefaced on social media, showing off her adult acne to her 100,000+ YouTube subscribers. After such a shocking mix of responses she took action. “I began posting images of myself without makeup on social media. The following film contains real comments that were left on images of my face….”

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 “Over the past few months, I’ve received thousands of messages from people all over the world who suffer or have suffered from acne, an insecurity or self confidence issues. I wanted to create a film that showed how social media can set unrealistic expectations on both women and men. One challenge many face today, is that as a society, we’re so used to seeing false images of perfection, and comparing ourselves to unrealistic beauty standards that It can be hard to remember the most important thing – You ARE beautiful.”

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By taking a completely transparent approach to her brand, which came with a negative backlash; she has turned this experience into a powerful, universal message that speaks to a much broader community well above and beyond her YouTube audience. The juxtaposition of these comments shows not only how brutal people can be (and how social media can be a double-edge sword), but also the unrealistic expectations that society sets. The way she has turned such a negative response into a powerful transparent piece of communication that gauged a world wise response makes you think about the true power of brand authenticity.

Join the discussion and share your thoughts – #YOULOOKDISGUSTING

Merren Spink
Design Creative

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