[unpaid/affiliate/ad] I’m sure I’m not alone in wondering what the future holds for content creators like me – there are expert driven thoughts coming through but I am not sure that anything at all is clear just yet. Which means unless you can pivot fast and be prepared to move your goal posts week by week, things are very difficult. For us, revenue has all but dried up with no clear path towards things getting back to how they were. In fact, I don’t think they should go back to how they were – it was awful. Competitive, greedy, thoughtless – I could go on. Brands, understandably, are clinging on to their budget as they see their revenues decline, while affiliate programs are closing left, right and centre and only a few agencies are sending out product samples – unless, as a creator, you have a secondary income stream, things will be very tough indeed.
When brands switched their attention from PR and became marketing led, they lost the personal touch that forged deep and mutually trusted relationships with content creators across both press and on-line. At a time when many beauty companies are suffering hard with no budget and a very squeezed revenue, PR has never been more important than right now. If brands are unable or unwilling to pay for content, they need the communication and persuasion skills of PRs more than ever to achieve coverage and maintain interest in their products. Influencers are used to being well paid for their content; if all their eggs have been put into visual content such as Instagram, with no expert credentials as back up and no other revenue streams, it’s really a disaster on that front. There were changes afoot any way – I think our situation has hastened them and some reflection is needed on how everything got so out of control in the first place. I have a feeling that brands might start looking after their core customer better rather than chasing down Gen Z to convert – I have literally no idea at all what lies ahead for me personally – I come to my desk each morning and wonder what on earth I’m going to write about. But so far, the well hasn’t run dry. With that said, I’ve gathered up my lock down lip products – I used to say I wouldn’t leave the house without bareMinerals Complexion Rescue but guess what? I am, and have replaced it with a light lip colour instead – not even any mascara. I don’t know myself but what I’m sort of working towards is a personal look that I’ve always envied – a warm tone and a red lip. It seems a genetic favour of Italian women who can be so effortless with that look – if you’re a pasty Brit you have work for it!
So, my three cheer up lippies that I’ve piled into in my quest for a bit of Mediterranean nonchalance on my dog walks! First is Glossier Lip Gloss (well into my second tube) for the lightest tint of red in a dewy, non-sticky gloss, £11 (HERE with an offer for all 3 shades for £28 instead of £33), then Bobbi Brown Crushed Oil Infused Gloss in Hot Streak, a clear orange-red slick, £19 (HERE – their new collection, Blush & Bloom has launched today from which you might like Red Hibiscus in the same formula and across the entire site an offer to spend £70 and get a 4 piece beauty kit). Lastly, Gucci Rene Pink, £35 HERE, in a balm formula that gives a good colour shot in a juicy base for my braver days!
All products are sent to me as samples from brands and agencies unless otherwise stated. Affiliate links may be used. Posts are not affiliate driven.
As long as you continue to write I’ll continue to read. I can’t tell you the number of products I’ve purchased after reading your posts.
Thank you Lesley – that’s so nice to hear.
Lesley and Jane, I couldn’t agree more.
Jane, thank you for being so open and honest. It’s one of the many things we love about you.
Thank you so much :-))
The pandemic changed, no, it has forced me to look at makeup differently in terms of buying. I won’t get caught up in the sales of “old” makeup or discounted makeup anymore. I am just not sure if I want someone’s smudged -fingered eyeshadow any more, same with lipsticks.
I don’t know how brands are going to allow customers to sample products during this pandemic. It is hard enough for me to remember to sanitize my tools and products for myself but for stores and the employees to do it all the time is much harder and not to mention the cost for it.
As for the influencing market, it got really sketchy and now it is more about drama & tea than anything else. If people want drama influenced products, those will always be there but if there are products that an actual creator is so passionate about, well, maybe the old-fashioned approach is what will make it grow, step-by-step growth and passion. Not the unicorn-driven venture capitalists who blew money away like a whale’s blow horn!
I still like your blog and it is an escape like Makeup Museum’s blog. Makeup at its best and as part of history.
By the way, I have learned to downsize in this pandemic thanks to Sian Richards products, her products have been a godsend for me!
As always Jane, I enjoy your blog!!! ️❤️️
Thank you Olivia – lovely to hear from you x
So much is going to have to be rethought once things start moving again. I was reading an article that suggested that if masks become compulsory then lipsticks will become pointless (I guess we will still want to nurture our lips) and the emphasis will need to be on mascaras and eyes in general.
Yes, that’s certainly an obvious link – bizarrely, mascara sales had fallen because of false lashes and a more natural lash look so they might be about to rise again!
The end of all this nonsense would be one good thing to come out this horrible virus!
There are real jobs out there.
As I wear a mask most of the time I’m out in public nowadays (supermarket visits) I go make-up free, but on zoom & when out exercising (early morning or after dark in evening) I do love a slick of clarins lip oil in berry shade.
Yes, I keep one of my trio by my desk in case anyone zooms me!
We are still here Jane, might not feel like in lockdown , waiting for this to finish.
I know – thank goodness 🙂
I know it must be hard for you to earn at the moment but I’m really grateful for your blog as it lets me evaluate products which I can currently buy online, mark for later to look at in store (for smelling or checking colours suit etc) when they are back open, know which products not to bother with or just have a look at what’s out there and what’s been out there in the past. I’ve bought quite a few products from your reviews and trust your honest and straightforward writing. If it’s economically feasible for you to keep going I’ll be thrilled.
I think currently there is a market for pampering products, make up for videocalling and treating and a kind of bookmarking of things for when we are allowed out again. Hopefully it will pick up again when lockdown is relaxed as people will have got used to the pampering and will be celebrating getting a haircut, waxing, buying something in the flesh again and showing off their newfound nail art skills etc.
Thanks Honey – I will of course keep going for as long as it’s even a little bit viable – I might have to do less of it or perhaps or transform in other ways (not sure what!) … nobody really knows what’s around the corner but thanks for your kind words which are really appreciated x
Your content is brilliant Jane, you’re so real when many so called ‘influencers’ are so fake. I love your honesty and as someone else has said, while you still write, we’ll all be hear to read #teamjane
thank you so much Sally – I do realise how lucky I am to have an audience at all, never mind such a lovely one 🙂
Love this post, always been so jealous of someone who can pull off a red lip. Those colours look gorgeous x
I’m scared of red! But I’m making myself – they’re all quite light on the red scale mind you – if I can, you can!
I saw your blog positively referred to on another forum recently, so your good name is spreading.
A lot of folk are having sleepless nights over there careers at the moment. Then there’s the work life balance, it’s been nice to slow down a bit.
One lady near me goes out in a Fedora and silk headscarf tied around her face western gunslinger style. She cuts quite a dash.
Well, that’s nice to know – thank you for telling me. I know.. it’s all very much up in the air which is unsettling but I am just going with the flow. Things are fine for now – I have a sponsored post or two coming up (surprisingly as I assumed they’d be cancelled) – but I might have to take it back to a hobby blog and post much less frequently. Who knows! And I agree about the slowing down – that’s something I’ll stick to because I’ve been trying to keep my afternoons free to walk or garden or cleaning – it’s a nice way to live if it was sustainable long term. I love the idea of a fedora – I’ve got a silk mask with cherries on it – just waiting for Chanel to start selling masks ;-))
I send you so much support; you’ve always been a voice of clarity and honesty in a very ethically clouded space.
My beauty life is very bifurcated at the moment. When I go out I wear a mask and so I’m only doing eyes, and a nourishing lip balm (clear so as not to make the mask messy). But as a science journalist I am doing a ton of Zooms and video and so I have to do full business-face indoors! (Having to do lippie and contour in the midst of a pandemic seems unfair, somehow…)
Thank you Maryn – that’s so kind of you to say so. Yes good idea re clear balm – it’s got to be drying behind a mask if you’re a regular wearer so a balm is the very thing and I hear you re the full face and Zoom – I did an Instagram Live earlier this week and took my face off straight after because I’ve got so used to bare skin. I’ve just started testing a lash growth product because I think eyes will be so much more of a focus than lips and I want to see if I can get my lashes longer without necessarily resorting to mascara.
I had no idea you would be affected by the lockdown. I am very sorry to hear it but please don’t stop if you can help it. I love reading your reviews and they are so helpful. I don’t get to the shops very often at the best of times and obviously not at all now. If it wasn’t for you (and Sali Hughes) I would never know about all of these new and possibly exciting products. I have bought many things after reading your reviews, especially as presents. You make my shopping llife so much more interesting and fun. Thank you xx
Thank you Wendy – that’s so nice to hear and very much appreciated 🙂