Subliminal marketing on Mumsnet

[OhYeahLucky]

Has anyone else been wondering if certain companies have been sneaking a few cheeky “influencer” type posts onto certain threads on MN in the Style and Beauty section in order to sell more of their goods??There’s one group of threads in particular that I’ve been following for quite a while and I’ve seen the content change quite considerably, now becoming dominated by mainly one or two brands. Maybe it’s just a coincidence and a few of the posters just do really like those brands but the conspiracy theorist in me can’t help but wonder if a few of them are either being paid or receiving free goods in exchange for a bit of subtle marketing.

I get amazed, always have, by how so many posters rave about the same brands - used to Boden and dresses - all looking at the new stuff and telling each other what they had ordered. I thought it was quite cosy but a bit bewildering! And then Hush.

But I have always enjoy hunting out second hand bargains.

Charlotte Tilbury I really don't understand. Except that the marketing is very hard core and even shops that I thought were quite discerning eg Space NK have the brand as top of the range/most exciting.

I like Hush, and have a few bits, but was, to be perfectly honest, probably swayed by some of the chat on here. It's so expensive for what it is though, and the sweatshirt material does not wash well at all.

Just to say that I genuinely love Cos. Because of the block colours and natural fibres. My 3 favourite dresses are from there.

I buy from The Ordinary too.

If I never see another mention of Saltwater sandals it will be too soon.

Hush, Boden, Zoflora, Babylis Big Hair, Me & Em - outside of MN I had never heard of these. Figleaves had influencers on here 2-4 years ago pushing swimwear strongly. Haven't seen that lately.

I have been a few times to the South London hairdresser who was highly recommended on here (Mark Anderson in Dulwich). He is talented and was bemused but very flattered by the influx of new clients 😁

I get amazed, always have, by how so many posters rave about the same brands I feel the same. I have to admit, the thought of so many people wearing a particular brand would definitely make me want to avoid it.

Oh I'm sure there are marketers on here. Sometimes I report the more obvious ones.

At the same time, the same questions come up over and over and over - what retinol, what sunscreen, that it's unavoidable you will get the same answers over and over. I go through phases of answering those posts and then after a bit I just think, I cannot say Biore Watery Essence again or I will go mad! And then I stop answering on here for a bit, until I am reminded how miserable I was with spotty, itchy skin and I am moved to help again.

I ordered a pair of Snag tights and found them to be shit. Much happier with my Wolford tights, ta.

I think you could be right OP.
As since becoming a regular reader of the Royal Style threads, I feel I must buy a parure from Garrard.

umm....I like Hush, Snag tights, Beauty Pie AND the Ordinary. I still rave to anyone who'll listen about the last two (because I'm cheap, and they both offer really good products I would never have afforded before)

Hush is overpriced for what it is. Snag are more worth it if you are overweight or very tall (otherwise it's makes no difference and you can stick with M&S I'd have thought)

Almahart I had that Waitrose bum cream as a result of that MN fad for it 5-6 years ago... But what was its weird beauty use? I have actually forgotten now! Was it supposed to be anti-wrinkle, or primer, or face moisturiser?! Funnily enough I can remember the smell really clearly but not why I actually bought the stuff.

The bum cream was supposed to be wonderful for wrinkles of the face..

When I had DD1 nearly 12 years ago I used to get that Waitrose cream for her actual bottom, and only then did I discover there was a craze for using it on adult faces. There were articles about it in the papers etc. I was a MN member then but not on S&B.

Really interesting to hear from marketing types on this subject. I've no doubt that there is some covert marketing on here but I do think that brands like Hush and Boden appeal to a very MN demographic so am not at all surprised that there is so much talk about them (and Boden is quite a divisive brand too). I've dabbled with both in the past, not really my thing but I can see how each would strongly appeal to some people.

Personally there are very few brands I've only discovered on here, am struggling to think of one to be honest. Even Me&Em I found separately from MN! That's not to say some posters don't really love their stuff; I've no idea if they've done marketing posts on here but someone always pops up on those threads to say the brand is rubbish etc. It's hard to completely manufacture a brand love-in on boards as busy as S&B.

I'm on the current Toast thread and it's genuinely a bunch of lovely ladies trying on their sale purchases and chatting about fair isle jumpers. And I bought my first Saltwater sandals from Toast too.

I started posting a lot of Lucy & Yak stuff on the 'Shopping our Wardrobes' thread. I am 100% not a plant, just genuinely like their clothes and tend to wear them most days as they're the things I feel comfy in (although I completely accept it's not for everyone). I'd hate anyone to think I was trying to subliminally market anything to anyone on here. I have absolutely no affiliations with the brand, just spend too much money with them. I'm definitely not an 'influencer' of any sort (grand total of 9 pictures on my Instagram over the last 2 years...) I join in the thread as it's friendly and fun, no one mocks me for looking like an overgrown toddler, and I get some great inspiration from other posters who are far more stylish than me.

I've been on the Hush thread for years. If Hush would like to one day acknowledge me and send me free stuff then bring it on, yes please.
But alas, not happened yet.
I like Hush clothes, some of it is overpriced crap, some of it is great - it's suits me and my figure and my lifestyle. Anyone who actually follows the thread will be familiar with the fact that we are often it's biggest critics and that we talk and chat about many other brands as well.
I'm also on the thread where Lucy and Yak has become very popular. There are one or two posters on there who are very keen on the brand, to be fair they look great in the dungarees. I've been on that thread (sometimes as op) for at least 18 months and don't believe anyone is plugging Lucy & Yak, it's just a few posters sharing their enthusiasm for the brand.
There is another thread that often mentions Cos and Arket on a frequent basis - I don't know anyone personally away from
Mumsnet that shops in either of those two stores regularly but I don't believe that they are being plugged.
Zara, Whistles, Jigsaw, Outnet are also mentioned very regularly, every winter there's a thread about Didrikson's coats. They are just popular brands.

@Catherinethenotsogreat I found an amazing dress on one of the vintage sites thanks to MN! I am an hourglass though so I suit 40s and 50s dresses :)

I've been accused of being a Saltwater plant and a Snag plant and I'm neither, promise! Just find Saltwaters very comfy and Snag tights ARE the best for women who can't get high street tights to fit.

I 100% come across as a snag plant. I was so damn happy to find tights that I could actually wear all day that I tend to be too vocal.
I have also trawled Lucy & Yak but I'm currently still too fat for them and some of my favourite dresses are lindybop. Maybe there's lots of people like me on here?

How has no one mentioned Charlotte Tilbury yet?

Lol, I’ve recommended CT stuff several times but I was starting to get the same feeling you had on some of the post about her products. It made me feel a bit paranoid that people would think I was trying to advertise stuff so I don’t comment on her products anymore. 😂

This is so interesting!

I’ve recently posted asking for beauty recommendations and naively didn’t even think about plants..

I will definitely be more cautious!

I’ve never heard of some of the above culprits But have used the ordinary as very cheap and vegan and I was impressed. - agree it’s complicated though.

The ones that baffle me are the links to 'vintage-like' clothing - Lindybop(??) and the like

Ha yes particularly when the op has asked for help with a different style dress.

Tbf I love The Ordinary as do
lots of family & friends but we always get confused what to use & when etc so can understand asking for that advice.

I'm sure it does go on & I have also side eyed the explosion of a certain dungarees brand. For me it was more the sheer amount of options, do people really buy 5 pairs of dungarees in a month?! during a pandemic & impending recession? Im being facetious but it certainly made me raise an eyebrow.

Having said that I was a thread about Zara & other more fashion led brands which never really get discussed on S&B which is a bit odd. I was accused of being a plant!

Oh & do like some Hush bits particularly their joggers but yes £££ & love Cos & have loads from there so often recommend them.

I love Cos but maybe they are generally less popular because there are not that many physical shops and their clothes don’t translate well on the website (lol).
Charlotte Tilbury is definitely one of those companies that spends a load of money on marketing, and they are sooooo pushy if you visit the counter. Terrible. However I do love some of their products; the eyeshadow sticks and the lipsticks. A friend of mine swears by the bronzer. I also like that for each product they show pictures of the product on at least 8 different models with different skintones etc. They are also very good with putting on videos explaining how to use the products. So yes a lot of the products are style over substance, but they do have some really good ones.

I’ve been accused of being a Beauty Pie plant which would be fab if I Actually got some free stuff but sadly not. I’ve been on mumsnet 10yrs+ under a few usernames and I simply like the BP concept and think the stuff is good...... Being accused is annoying tho... although it obvs does happen but tbh you can spot those posters a mile off.

@Lily193 I wear tons of hush stuff. I go through phases but I own probably 5 sweatshirts, 4 jumpers, 4 jeans and endless tops/tees, leather jacket etc etc. I send back as much as I keep. I don't go to shops and buy everything online so I find the style and beauty threads helpful. I'm on the OOTD threads so you can see what I wear. I wish Hush would pay me! That would be fab. Toast is too odd shaped for me but I lie their stuff. I have dungarees but L&Y aren't to my taste but others look great in them. I think in the last few months people have been reacting to the ability to dress down because of lockdown. Soft cotton dungarees look comfy to me! I am suspicious of threads about new brands that are popping up in Instagram adverts but I often ask what people think of x brand eg Penelope chilvers as if it's an expensive purchase you want feedback. Generally I a trusting soul and MN is useful for opinions.