How Susan Yara unnecessarily snuck Naturium into your skincare
- Neah Ivanna
- Jun 30, 2020
- 3 min read
Susan Yara is a Youtube beauty guru, influencer and owner of Naturium if you didn't know. At first this sounds like a just stellar intro on who Yara is and it still maybe. There's an apology video below that was release June 25 just 4 days after admitting to being the co-founder of Naturium. A normally joyous occasion has led to some serious uproar on this trusted beauty guru.
In her channel she prides herself on being authentic and completely transparent whenever reviewing a product. She features skin reaction videos, How-tos and the ins and outs of the latest and greatest skincare regimens. All videos are thorough and super informative on what's going on with what you put into your skin. Specifically the videos on Naturium in the most recent months; she began to detail about the brand on April 28,2020.
There she let's us know the technology is better, how its encapsulated and sells us on how great the ingredients are within this vitamin C serum. How it's an interesting formula, surprisingly priced at $20and completely disconnecting herself from the brand. Then she goes on to provide reviews on all other vitamin C serums in a similar fashion. Kind of blindsiding the viewer and never making one question that this brand is hers. Please keep in mind of the FTC regulation regarding advertising, "The FTC Act prohibits unfair or deceptive advertising in any medium. That is, advertising must tell the truth and not mislead consumers. A claim can be misleading if relevant information is left out or if the claim implies something that's not true."
She then provides a bit more content, still disconnecting from the brand, and giving an "unbiased" opinion. So much that her subscribers on facebook had asked how she came across Naturium and she continued the same rhetoric.
Also within the same Facebook group she introduces the brand as a one up from "The Ordinary." It sounds as if she took her own time feeling out the products beforehand and once again giving great reviews on it. Similar to what other beauty gurus do before a product becomes their favorites. No to mention, she provided a discount code at the bottom of her story share seeming as if she was just another affiliate of the brand.
Fast forward June 21, 2020 she is honest and revealed that its her brand. She also let's us know how hands on she was with the ingredients and packaging. Then reiterates the same information she's told us in April on why the brand is so great and adds the reviews of paid beauty gurus. In addition to her reviewing the product, she also dropped off some product to beauty gurus that provided their take on the product. The other gurus had affiliate codes as well added to their videos but very few were open about what "the link below" was for. Sketchy. But they're not the problem, she then goes on to reveal herself as co-founder to the gurus that reviewed the brand. Plus let's us know the brand launched in Feb 2020 so she had ample time to let us know of her ownership.
If this not the most slimiest thing I don't know what is. There's countless videos detailing how fab the skincare brand is and why it would work on anyone. Yet, she never discussed how she was in talks of developing her own line, or how she's testing things out like most gurus. They always give us a sneak peak and a bit of a tease on what's to come for them before the big drop. Hell, Shane and Jefferee gave us documentaries on the whole process. She completely snaked us.
I'm sure Naturium works and has all the wonderful ingredients she's always informed us on but the lying is what screws with us. As she is an influencer we now expect them to fluff up a few things because they're getting paid for advertising but I know I expect some truth from it. Yara has been advertising to her subscribers without disclosing that information and being the owner of the company makes this all a bit sketchier. When all the while she could've just let us know back in February and would've had just as an amazing response without so much character backlash.
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