Influencer Marketing Needs to Adapt: A Cautionary Lesson From Tarte Cosmetics

The influencer marketing recipe is well-established. Select influencers who attract a certain audience and fly them out to a tropical location for sun, fun and product placement. Organic reach across social, particularly TikTok, Instagram and YouTube are off the charts. Marketing = sorted. Except, that doesn't work anymore. What once was aspirational is now exclusionary,...