The rise of social media, has pumped celebrity obsession to new heights because of a perceived connection fans feel toward their idols. This has enhanced the value of celebrity endorsement and thus, provided a more lucrative avenue for marketers. But what happens when fans are blind sighted by obsession and purchase into product scams?
With over 88 million Instagram followers, Kylie Jenner is a powerful social media influence, charging around $300,000 per endorsement. This was paid by Fit Tea, and in return she promoted their wraps on Instagram, fetching over 1.4 million likes.
Kylie Jenner promoting Fit Tea Wraps. Source: Instagram 2017
“Fit Tea Wraps are a natural, non-GMO way to improve problem areas. Our wraps are infused with our Body Defining Gel Formula: a botanical blend of Cocoa, Seaweed, Green Tea and Hawthorn Berry extracts proven to tighten, firm, and improve overall skin texture”.
Source: Fit Tea 2017
However, not only is this product unapproved by the Federal Drug Administration, there is no science to demonstrate it would improve any “problem areas”. But various customers were conned learnt the hard way.
Reviews of the Fit Tea Wraps. Source: Amazon 2017
Consumers possess varying levels of emotional attachment to celebrities from mild curiosity to worship. No longer do they solely provide entertainment, they compel behaviour and purchase decisions. Primarily, celebrity endorsements through social media are targeted to gen y, as it is they who are most heavily influenced into emulation.
Is it fair that consumers are being lured into purchasing products with no true value? Is Jenner at fault? Or Fit Tea? Or is this simply a lesson for all youth to not be so naïve and trusting?
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