Examining the Trustworthiness of Celebrity Beauty Brands: A Look at JLo Beauty

Marketing, unfortunately, is often used to mislead consumers. Brands, aided by marketing, can appear more sustainable than they are, contributing to the prevalence of greenwashing. They can also seem safe, like the 'Just For Me' Shampoo by Strength of Nature, targeted at kids of color, which contains toxic chemicals linked to various health risks, as revealed in the 'Right to Know' report by Breast Cancer Prevention Partners (BCPP). Instead of genuinely improving their products, many brands focus on merely being perceived as sustainable, safe, or effective.

Celebrity marketing has a distinct advantage: celebrities have a massive, loyal fanbase. While consumers increasingly scrutinize products before purchasing, fans often buy products endorsed by their favorite stars without question, presenting an opportunity to exploit consumers emotionally and financially.

Let’s consider JLo Beauty as a case study. When Jennifer Lopez announced its launch in 2020, I was curious about the brand's purpose and value proposition. Would it be an authentic venture, or simply a celebrity jumping on the bandwagon?

1. Brand Promise Without Proof to Trigger Desirability

To promote the products, JLo Beauty was introduced with the words “Discover my breakthrough skincare for your own JLo glow” which lacks substantiation. What exactly makes the product a “breakthrough”? What specific “glow” are they referring to? The brand relies heavily on photoshopped and filtered images of Jennifer Lopez, creating an impression that consumers can achieve similar results merely by using these products.

2. Brand Conviction Unrelated to Products to Exploit Emotions

“JLo Beauty is about being timeless, limitless and powerful. It’s about realising your own worth and value and understanding that you’re growing and getting better every day.”

JLo Beauty claims to be about timelessness, limitlessness, and power, focusing on self-worth and improvement without providing any proof. However, purchasing beauty products, especially without knowing the effectiveness, does not lead to self-improvement or empowerment.

Indeed, you do not grow and get better every day by using JLo Beauty. Instead, you’ll get better, feel more beautiful and powerful, if you make informed decisions based on what you specifically need in order to feel your best and act accordingly. For example, to invest the money to see a dermatologist so your skin gets the ingredients and measures it actually needs, and to invest in a healthier lifestyle. Also to choose to invest in education and travel rather then spend money on uninformed purchases. This is how you empower yourself, this is how you grow. Real empowerment comes from informed decisions, healthy lifestyle choices, and personal growth endeavors, not from beauty products.

3. Withholding the full ingredient list

At the beginning, JLo Beauty only listed selected 'key ingredients' without providing the full ingredient list, which was only added after consumer complaints piled up on social media. This lack of transparency contradicts the brand's message of empowerment, which should include radical transparency.

4. Questionable Clinical Studies as Marketing Tools

Many brands use clinical studies more as marketing tools than as scientific evidence to convince rational consumers. These studies often produce results that brands desire to market their products, rather than provide genuine insights into product effectiveness.

Have you ever asked yourself how these clinical studies actually work? Wendy Ouriel from Oumere unveiled that “clinical studies have nothing to do with science but everything with marketing. Brands pay a lab to get the result that they want and market that result to you. People can tell the labs the results that they want and the lab creates an experiment designed around the results and the experiment will show that desired result. They manipulate the experiment such as using a young sample group, whose collagen in their skin would be increasing anyways, regardless of whether the serum was used or not.”

So, instead of using clinical studies as a form of inspection to then continue to improve the product, it can be used as a marketing ploy by defining the desired results you want for your product. Therefore, brands who incorporate clinical studies do not necessarily have consumer’s well-being at heart and often communicate seemingly groundbreaking results without providing details of how the clinical studies were conducted.

5. Withholding what actually works in order to sell products

Jennifer Lopez's claims about the efficacy of olive oil, her genetics, and lifestyle, including SPF use, for her youthful appearance are questionable. The reality, as seen in unedited images, suggests otherwise. The inconsistency and lack of transparency about possible invasive and non-invasive treatments and surgeries create a misleading narrative regarding her lifestyle and skin, exploiting consumers on a financial and emotional basis.

6. Use of filters and photoshop to appear younger

Jennifer Lopez's use of photo editing tools in promoting her beauty products appears to be a deliberate attempt to manipulate consumer perception, setting unrealistic beauty standards and thus desirability. When using google search, I have come across unedited images which show Jennifer Lopez with saggy skin and cellulite. (Examples 1, 2, 3, ). These are in stark contrast with how Jennifer Lopez presents herself on her channels and in the context of product promise.

Besides the use of heavy make-up, many of her images are obviously photoshopped or have filters to improve the look of the skin such as the soft focus filter. This appears to be deliberate manipulation to trick people into believing that this is her actual skin, coming from enough sleep, SPF and her products. In this context, we should ask ourselves why it is even prohibited in the first place to use filtered and photoshopped images in beauty and skincare advertising.

7. Exploiting 'Empowerment' by creating false problems and offering alleged solutions

JLo Beauty's marketing strategy, under the guise of 'empowerment,' often seems to foster insecurities among consumers only to position its products as the solution. This approach is not only common in the industry but raises ethical concerns. Consider a hypothetical scenario: a celebrity undergoes invasive and non-invasive cosmetic treatments and uses digital enhancements like filters and Photoshop, yet attributes her appearance to a healthy lifestyle and the use of her own brand's products. Such portrayal can inadvertently instill a sense of inadequacy in others, leading them to believe that they too need these products to fix perceived flaws. In reality, this cycle of creating and addressing insecurities among women is less about empowerment and more about capitalizing on them. It's a tactic that not only commercializes insecurity but also perpetuates dishonest and opportunistic practices within the brand.

This approach is critiqued by users and celebrities alike. One user pointed out the irresponsibility of promoting false beauty standards, especially in an era where embracing natural flaws should be encouraged. “This is not only irresponsible on a moral level but what it’s doing it’s encouraging a false beauty standard which we are already so sick of. Especially in the day and age where we all supposed to support each other and our natural flaws.”

Gwyneth Paltrow has spoken on the subject as well, highlighting the stigma around cosmetic procedures and the importance of honesty in these choices. “By getting injectables, it’s like admitting a vulnerability. I think sometimes honesty is perceived to be a weakness...There does seem to be a lot of stigma around injections.” Further, “I think it’s nice when women share, because there’s a lot of shame around surgery or injectables or fillers, and it would be nice if people felt confident about the choices they were making," she says. "But if they want to have a beauty secret, that’s okay, too. I'm an open book—I've shared what works for me, because that's how I've always learned.”

In essence, rather than being transparent about what truly contributes to beauty and wellness, some tactics in the beauty industry lead by women rely on crafting a deceptive veneer to drive sales. This strategy is not just misleading but also undermines the genuine empowerment and informed choice of female consumers.

8. Demanding a premium price for a non-existent brand promise

JLo Beauty's premium pricing strategy is based on a brand promise that is not substantiated by the product's actual effectiveness or unique qualities.

The premium pricing strategy adopted by JLo Beauty is a point of contention, particularly when scrutinizing the brand's value proposition. While premium pricing in the beauty industry is often underpinned by unique formulations, cutting-edge technology, or rare ingredients, JLo Beauty's justification for its high price tags seems predominantly anchored in the allure of Jennifer Lopez's celebrity status rather than tangible product merits.

Moreover, the lack of detailed justification for the pricing – such as specific innovations in product formulation or demonstrable superior results – puts the brand at odds with the conventional expectations attached to premium pricing. In an industry where informed consumers are increasingly scrutinizing ingredient lists and clinical evidence, JLo Beauty’s strategy seems to rely heavily on the perceived value of celebrity association.

This marketing tactic, while not uncommon in the realm of celebrity-endorsed products, poses ethical dilemmas. It banks on the emotional appeal and loyalty of fans, potentially at the expense of offering genuine quality or innovation that matches the cost. Such a strategy, while it may capitalize on initial sales, risks long-term brand credibility and consumer trust if the products do not live up to the heightened expectations set by their price point and celebrity association.

Before the launch of JLo Beauty, there was palpable excitement among Jennifer Lopez's fanbase, with many eagerly anticipating the debut of her beauty line. This enthusiasm was partially fueled by the promise to launch an accessible and affordable line. However, when JLo Beauty unveiled its pricing, it was positioned in the premium segment, far from the anticipated affordability. This strategic decision led to a notable shift in sentiment among her fans. Many expressed disappointment and a sense of exclusion, as the premium pricing put the products out of reach for those who depend on an affordable pricing.

9. Silencing critical voices

The prevailing narrative that criticizing certain brands equates to negativity or jealousy is often employed as a tactic to silence legitimate criticism and avoid accountability.

Jennifer Lopez herself often resorts to a familiar “positivity” narrative as a way to deflect criticism. When addressing doubts raised by a female user she or her team once responded ““Get you some JLo Beauty and feel beautiful in your own skin. And here is another JLO Beauty secret: try spending time being more positive, kind and uplifting of others don’t spend your time trying to bring others down that will keep you youthful and beautiful too.”

However, it's crucial to recognize that voicing concerns does not necessarily stem from a place of unhappiness or envy. Instead, it can signify a commitment to speaking out about perceived issues, ideally in a constructive manner. By raising concerns, individuals aren't aiming to bring others down but are seeking to hold them accountable. The perception of women who demand accountability as 'haters' or unhappy individuals who wish to bring others down can discourage open dialogue and critique. This silence, in turn, allows unethical marketing practices to persist.

Moreover, it's worth contemplating the genuine happiness of a woman who engages in such unethical marketing practices. Resorting to tactics like digitally altering images, denying the use of cosmetic treatments, and exploiting consumer emotions for financial gain raises ethical concerns. By stepping into her shoes, one might find it challenging to reconcile genuine happiness with actions driven by greed and a disregard for the impact on others.

As one user pointed out, “I wanted to root for her and support this but we need to come back to reality. I'm tired of obsessed fans calling me a "hater" just for calling out scams like this and impossible standards that hurt them more than they know. There’s a difference between blindly hating vs holding people accountable for deceitful behavior. It's not just dishonest and harmful, it's now a ploy to take money out of the pockets of many, many women. Why do these celebrities think that dermatologists and plastic surgeons will not call this out? Jlo said the line was going to be "affordable", but even that is not true. How is she any better than the Jenners/Kardashians now? Nothing wrong with getting work done, just take ownership of your choices! This just feeds the stigma of cosmetic work too and saying, “I’m not that person (that gets botox)”, is just looking down on people who get work done and are honest. This is why I rarely respect or trust celebrities, forget ever worshipping them or comparing myself. They know exactly what they’re doing with the best PR teams in the world.”

It also appears that the social media channels of Jennifer Lopez and JLo Beauty are strategically managed to curate public perception, with indications that negative comments are selectively hidden by the brand, shaping a more favorable online narrative."

Conclusion

The beauty and skincare industry, particularly in its interaction with social media platforms, demands a more robust framework for regulation and oversight. The prevalence of misleading claims and unethical marketing practices, exemplified by brands like JLo Beauty, calls for a comprehensive approach to consumer protection. This need extends beyond the brands themselves to include the social platforms where these products are often promoted.

Regulatory bodies and industry watchdogs must intensify their efforts to ensure that marketing claims on social media platforms like Instagram are truthful and ethically sound. This involves holding these platforms accountable for the content they host, especially when it comes to deceptive or manipulative advertising practices. Social platforms should be more proactive in monitoring and regulating content, ensuring that it adheres to ethical marketing standards.

Brands, including those with celebrity endorsements, must recommit to transparency and honesty in their marketing strategies. Authenticity in product representation, clarity in ingredient disclosure, and ethical conduct should be paramount. The power of celebrity endorsements needs to be balanced with a commitment to truthful advertising and consumer well-being.

Consumers also have a crucial role to play. They should leverage their power to demand transparency and accountability, not just from the brands but also from the social platforms they use. Informed consumerism, supported by thorough research and a critical evaluation of marketing claims, is essential. Consumers can also use their collective voice on social platforms to call out unethical practices and support brands that adhere to ethical standards.

Encouraging a culture of honesty and open critique within the online beauty community is another vital step. This can lead to a more informed and discerning consumer base, capable of distinguishing between genuine marketing and deceptive tactics.

In summary, creating an ethical and transparent beauty and skincare industry requires a collaborative effort involving brands, regulatory authorities, social platforms, and consumers. By working together to prioritize honesty, consumer well-being, and ethical practices, the industry can progress towards a more trustworthy and consumer-friendly environment.