However, that jealousy can just as quickly turn into vitriol when the content instead makes them feel taken for granted or underappreciated as a consumer.

Rewriting the playbook

Regardless of sentiment, we can’t deny it gets people talking. For brand trips like this, the common rationale is validating mentions and earned media (like this article, for instance), but it’s a sign of a growing struggle facing advertising and influencer marketing as a whole.

Views and mentions don’t necessarily correlate to revenue. The industry feels stuck in an attention economy, meanwhile we continue to see layoff after layoff. The boardroom may say they want mentions, but they make cuts based on revenue.

Tarte is alienating the customer and making it clear that this type of treatment is out of reach, all while it’s the Tarte customer’s purchases that make these trips possible. It’s a reminder that they are paying for a lifestyle that is given to someone else, and they will look for a brand that can deliver the customer experience they want.

It’s only a matter of time before a brand steps up to celebrate their customers and do the opposite of Tarte’s brand playbook.