BEAUTY TWEETS
Some people upload personal pictures, other ask for suggestions, and some other people give advice. But are they sincere?
140 characters to tell about themselves to their followers.
Celebs know this very well: totally in love with Twitter, they use it as an informal and quick way to communicate a different image from that conveyed by the tabloids.
While Ashton Kutcher tends to photograph everything he eats, his wife Demi Moore often asks her followers for suggestions on what outfit to wear before a red carpet appearance.
Among the most common uses of Twitter on the part of celebs, there is also the habit of informally reviewing restaurants, designers or products purchased. Just another way of sharing an opinion, of course, with an additional detail: often stars have hundreds of thousands of fans following them and stars are often paid for being the face of a certain product.
That’s why an agency was set up, the Ad.Ly, that recruits celebs to advertise a given brand through the social networks.
In most cases they are beauty products: makeup, serums and lotions but also supplements. So far, more than 5,000 celebrities have lent their keyboards to different brands.
Top of the list, the super-popular Kardashian sisters (Kim has almost six million followers), but there are also other famous names like Lauren Conrad, Ashley Simpson, Mariah Carey, Paris Hilton, Enrique Iglesias.
We were put in doubt when reading the almost identical and both enthusiastic tweets that Victoria Beckham and Sarah Jessica Parker dedicated to the Burberry Beauty line and to the creative director of the brand, Christopher Bailey.
Not a good moment for beautiful Liz Hurley, who is going through a divorce and is now the target of the British Office of Fair Trading, a sort of antitrust guarantor that watches over the fairness of the market.
The British actress, who has signed a contract with, and is the face of, beauty company Estée Lauder, has allegedly overused her Twitter account to mention a little too much the American brand.
The OFT, actually is focusing also on other stars that behave in the same way. On the basis that they are seen as true advertising, also in consideration of their global diffusion, the tweets in question should be accompanied by a declaration stating that there is an economic agreement between the brand and the celeb.
From now on, then, only sincere tweets. Hoping stars will be left with something to say.
Marika Surace
And I don't care if it's Dolce and Gabbana or Home Depot, all advertisements are trying to convey a certain lifestyle, be it one that you can relate to or an unattainable one.
