Today more than ever, it is easy to spend hundreds of dollars within minutes, and when celebrities inspire people, it makes it even more tempting.
On Oct. 14, SKIMS, a clothing brand co-founded by Kim Kardashian, released the “Ultimate Bush.” This product is a faux hair thong, emulating a woman’s pubic hair. The thong sold out within 24 hours, according to WWD.com.
Celebrity endorsements have been around for a long time, dating back to the 1800s, according to Hollywoodbranded.com. This marketing strategy helps entice customers by increasing the brand’s credibility and popularity. Kim Kardashian took advantage of this phenomenon by releasing such an outlandish product, but acknowledging her marketing strategy does not make it any less concerning in the sense that it worked so well. The “Ultimate Bush” sparked conversations online about women’s beauty standards, consumerism, and the SKIMS brand in general, all helping keep the brand relevant. The “Ultimate Bush” was criticized, but again, that does not change the fact that it sold out almost immediately.
We see product promotions every day on platforms like TikTok and Instagram from various influencers and celebrities, one being Alix Earle. She started out simply making content, but eventually partnered with brands like Revolve and Fashion Nova (Skysociety). Alix Earle’s influence has become so widespread and well-known that people have started calling it the “Alix Earle Effect” (elle.com). When Earle recommended Rosemary Mint Scalp & Hair Strengthening Oil from Mielle Organics, the product sold out (elle.com). No matter the product or brand, if Earle endorses it, the company’s sales seem to increase. The fact that Earle’s name alone affects company sales so drastically tells us a lot about consumerism in society and what people are valuing when it comes to making purchases.
I think the pressure to follow trends is causing people to buy things they may not even want, and it is largely due to the fact that their favorite celebrity or influencer is promoting it. Even when people are trying to relax by scrolling on social media or watching TV, the capitalist nature of society is hard to ignore. New products are everywhere, and people with power and fame are persuading you to buy them.
Another product that has taken the world by storm is the Labubu plush toys, which serve no real purpose other than being a trendy accessory. Labubus became popular because there is a surprise element to the product, as consumers buy what is called a “Blind Box,” where they do not know exactly what Labubu doll they are getting according to npr.org. However, it is not only the surprise element of Labubus that makes them popular. Celebrities like Dua Lipa, Rihanna and Lisa from the K-pop group BLACKPINK have been seen with the dolls, increasing their popularity according to npr.org. Lisa from BLACKPINK is widely credited with actually starting the Labubu trend, according to UCSD. Yet again, consumers are being persuaded to buy seemingly useless items just because famous people are participating in the trend.
People are giving influencers and celebrities too much power by wearing what they say to wear, using the products they say to use and just doing what they say to do in general. We are letting consumerism run rampant, all because we want to look and act like the rich and famous, and I think it needs to stop. Nobody needs a Labubu or the “Ultimate Bush.” People need to take celebrities off the pedestal they put them on.
