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.

As for Boden, I buy lots because their clothes fit me and they do petite and they have amazing customer service with real people ( though Johnnie's answerphone message is annoying). I've been buying Boden since at least 1994 when it was mail order only and he used his mates for models. The anticipation when the catalogue dropped through the letterbox! I appreciate their stuff isn't for everyone and I'm sick of the quirky prints but I get years of wear and so des DH and my kids used to be head to toe Boden for family events.

Sooverthemill I don't really fit the profile of a typical MNetter, so that's probably why I don't rknow anyone who wears these clothing brands. I do find it interesting to read peoples' opinions on the S&B threads though and I have tried a few recommended beauty products.

@lily I wonder what a typical MNer is? We should ask! I am 62, a cancer survivor, step mum to two DC in their 20s, mum to severely ill DD 21 who is bed bound for last 7 years, DH works FT, paid off mortgage, no savings to speak of and no debt, 2 dogs, 3 cats and live in East of England, oh with post grad education. Is that typical? I have absolutely no idea. I aLways assume most people have young kids and hate their MIL and spend too much time worrying about Christmas....if that fits any brands demographic profile I'm happy to get paid to influence all you lovely people

I’ve been accused of being a Snag plant. I think that they are loved by people like me whose body shape makes high street tights uncomfortable (long body so most tights don’t come up to my waist) they are a godsend. If M&S tights fit well then snag has no advantage. So when people ask “what tights don’t roll down in the first five minutes of wearing “ my answer is always snag. Their chub rub shorts are life changing too.

Sooverthemill I have a profile in my mind - it may be completely wrong! I'm 47 and work part time mostly from home but did travel a lot pre-lockdown. I spend a lot of time outdoors, no mortgage or other debts. Since I started to WFH, I think my style became more boho and I wear a lot of vintage clothing now as well, which I love. I can't imagine influencing anyone!

Early 40s, smug-married with 2.5 kids, professional job, degree educated. I’d fit the profile apart from I shop mainly on eBay, live in a deprived area, and hate olives.

It's weird how some brands raise alarm bells and others don't. I love Wolford tights and will always recommend them on here and I know I'm not a lone voice in that. I haven't really seen any of the Snag posts (just titles and I'm brand loyal so have never peeked in). Yet Wolford never gets a plant accusation.

Similarly I bought a Lumea off the back of the love for it on here, I never would have even considered it thinking it's too good to be true, and it (thankfully) didn't disappoint. I never considered those recommendations planted (and still don't). I can't really explain why some things feel genuine or not. Skinny tan is suddenly the tan of choice on here and I just don't trust the recommendations, couldn't tell you why or why I felt the craze around the Isle of Paradise drops love is genuine.

I'm not sure if it's publicly available but MN surely has the information on demographics nicely packed for advertisers. But without that, @Sooverthemill by my estimation you do sound like fairly typical MN demographic to me. The Christmas thing is a dead giveaway

The Snag tights I bought laddered on the first wear. But I do get what you mean when you have a S&B PROBLEM and have found the SOLUTION, you can get a bit evangelical.

I'm not much bothered on tights but I was obsessed with the Cleo Juna bra and recommended it all the time on here years ago. It was the first bra I ever bought that actually fitted my body. It was revolutionary for me! If you've not had that particular issue (wide set bottom heavy boobs so you can't fill the top of a bra if it fits on the bottom) then you would think I was some kind of VERY SPECIFIC marketing plant because I recommended it over and over and over. But it's the answer! To one specific problem!

They don't make that bra any more so you are all spared my proselytising.

Remember when everyone had a Scaramanga leather satchel? What happened to those?

botemp I've been searching for the perfect fake tan for ages and was wondering whether to try Skinny tan then I came across Amanda Harrington and mention that on here instead. I only tried it because it's applied with a brush and I was interested to see if it worked better than applying with your fingers. I fear some people may have thought that was a plant.

I love Walford tights - definitely the best fitting brand for my shape which is a tad chunky of thigh, unfortunately.

@botemp ah you misread: that's the profile I assume for 'most' MNers. I thunk about Christmas on Christmas Eve when the tree goes up and Boxing Day when the tree comes down! I have 2 MIL as well...

Lily, haha I've been meaning to buy Amanda Harrington since last year, but I'm confused about the colours because I don't really fit in the three types I'm a weird mix of pale-ish (that looks medium in summer) with green undertones that shows no tan unless it's very dark. I like vita liberata best but it's not dark enough.

I mainly want it for the brushes too, seems like so much easier to apply as despite my best efforts I always end up missing spots and the layering approach seems a little more fool proof. I figure even the tan itself isn't great, the investment in the brushes is worth it and I can use it with other tans. Does it take you longer than a normal application?

@Sooverthemill hence the , stuff doesn't always translate well in text, sorry. But I do think the MN demographic is decidedly more 'average' than everyone assumes, it's probably safe to say it's not the super high incomes, private education, jetting around the world, London based yummy mummy lifestyle a lot seem to make the majority on here out to be. It'll be different per board though, I suspect regular S&Bers will be a lot more comfortable financially than other boards.

I know it's not S&B but Rebelfit constantly jump onto SW threads saying SW is rubbish and Rebelfit is amazing. Rebel fit do this all over social media not just on Mumsnet. The posters just plop and run never post again on the threads so definitely not genuine.

botemp The face spray is very quick to use, the same as applying lotion or gel and it's really easy to blend with the brush, even right into the hairline so I do recommend that. The body lotion is more effort if you follow the guidance because you apply with gloves as you would normally and then blend with the brush so that takes more time but I have found it gives a more even coverage. The brushes seem to be quite good quality and you could use them with any product I'm sure.

I'm always suspicious of the Philips Lumea threads which pop up every few weeks. It always seems to coincidence with a hugely discounted offer on at Boots or Amazon.

I'm also suspect of a post which starts what do you think of this dress/shoes/sweater etc etc from some unknown brand.

I think its a combination of things that raises suspicion - a sudden leading question, followed by many answers and rave reviews for a niche brand that I've never heard of yet, and to my eyes, is unconventional in appearance and not very wearable to a significant proportion of the population.

Every so often , Debenhams is linked many times on a thread. Always (rightly or wrongly) seems v suspicious to me.

I do find the random waves of Debenhams suspicious actually. Only because... I mean... Debenhams?!! Is there anywhere more characterless and blah than Debenhams. It's like recommending Walls Vanilla Ice Cream.

Toast, cos, Boden have been beloved on MN for twenty years. Boden market has changed greatly in that time, as have MN demographics.

Many S&B threads these days are utterly transparent hawking. Such a shame.

I definitely come across as a LumeaBot. I’m not one, I’ve just had one for years and it really works for me. I accept that it isn’t the magic bullet for everyone and it is a pricey option but if it works for you, it is fantastic. As life changing as a beauty gadget gets. Honestly, I’m the person with translucent skin and dark body hair (even though I’m fair haired on my head - inc lashes and brows - go figure!), so even when you shave and have perfectly smooth-to-the-touch skin it looks like you’re smuggling Desperate Dan in your crotch . The lumea stopped that as it puts your hair follicles into a dormant phase for months at a time between top ups (once you’ve done the initial 12 week zapping phase). Marvellous.

Aware that sounds like another bot post.

Thanks Lily will order some when my current stuff runs out.

Fwiw I'm quite familiar with Philips as a company, they're quite stuck in their ways and they've been withdrawing from the consumer market for quite some time. They're really not wasting any resources on stealth influencer marketing, they'll stick to traditional media and maybe if they're feeling adventurous some very obvious ad campaigns with influencers.

I think the MN demographic thing can be narrowed down to middle class, and who have the means to place bulk orders only to send back what they don't like once tried on.
I hadn't heard of most of the brands mentioned on here before joining MN, or having leaflets through thanks to ordering from one brand, advertising others (I seem to have somehow inadvertently signed up to Baukjen catalogues).

I don’t get Baukjen. Overpriced, skintight ruched jersey. Meh

mumsnet demographic certainly leans on the middle class side. All working class mums obviously join another mums site with mum and net in the name ;). If you are a long standing member of mumsnet youll know which one i mean ;)

I am 60 with 2 DS (one with special needs) and work in teaching so I still find lots to read on MN. I love style and beauty (although never post). I quite like Lindybop - but sadly it has gone into administration.