Bioré's Failed Influencer Collab Reveals Flaws in Mental Health Campaigns

In the realm of TikTok influencer ads, certain elements have become synonymous with the format: a relatable setting like a bedroom or bathroom, a casual voiceover, and intentionally imperfect camera work.

This combination aims to convey a sense of familiarity, suggesting that the promoted product seamlessly integrates into everyday life.

The Irony: Profiting from Mental Health Support

Attempting to capitalize on this approach, TikTok influencer Cecilee Max-Brown recently created an ad for the Japanese skincare brand Bioré. In her video, Max-Brown discussed her commitment to prioritizing mental health while showcasing her exercise routine, outfits, and Bioré products.

However, midway through the now-deleted clip, Max-Brown veered into a discussion about the February shooting incident at Michigan State University, her recent alma mater. Additionally, she stated that she was "partnering with Bioré Skincare to strip away the stigma of anxiety" in support of Mental Health Awareness Month.

Controversy Arises

While the video gained rapid attention, it did not achieve the positive response that brands and influencers had hoped for. Instead, the feedback was largely negative. Max-Brown faced criticism for seemingly trivializing a traumatic event and was accused of profiting from a school shooting.

In response, Max-Brown offered an apology for her deleted video, expressing that her intention was to raise awareness about her personal struggle with anxiety since the school shooting.

Brands and the Exploitation of Mental Health

For years, brands have exploited mental health and self-care as marketing tools, attempting to convince consumers that their products can provide solutions.

Similar to Bioré, other beauty brands like Maybelline and Rare Beauty have launched mental health campaigns. Essentially, during Mental Health Awareness Month, all it takes is sending free products to influencers or paying creators to film "get-ready-with-me" videos where they discuss their anxiety while applying makeup from the brand in question.

Given this context, it shouldn't be surprising that Max-Brown used her personal experience attending a university where a recent school shooting occurred to promote Bioré's products. However, more significantly, Max-Brown's video epitomizes a longstanding issue: brands trying to promote their products while feigning concern for serious matters.

This is not to absolve Max-Brown of responsibility for her decision to discuss school shootings in a sponsored post. Instead, it falls on Bioré, as the overseer of its influencers' content, to intervene when an influencer promoting their products crosses a line.

Acknowledging the Lack of Guidance to Content Creators

In response to the backlash, a Bioré spokesperson told the New York Times that while the company reviews influencer posts, it does not edit or censor them. Additionally, the skincare brand apologized on Instagram for failing to offer adequate guidance to its content creators.

Essentially, Bioré has left Max-Brown to face the repercussions of their own shortcomings.

Although Max-Brown has deleted the video and disabled comments on her apology, she continues to face criticism flooding the comments section of her other videos. This occurs at a time when women and young adults are experiencing increased rates of diagnosed depression, partly due to the influence of social media.

Hence, the irony lies in a company paying a young woman to endorse their products under the pretense of supporting mental health, while Bioré, as a company, will likely weather the storm. As for Max Brown's future as an influencer, only time will tell.

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