Tate McRae’s beauty secret? Not necessarily touching the products
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In the TikTok video, a make-up wipe grazes McRae’s skin, seemingly leaving her face as made up as when she began, and a moisturising cream is applied with an ultra-light touch.
PHOTOS: EPA, TATEMCRAE/TIKTOK
Madison Malone Kircher
- Tate McRae's Neutrogena ad showed her barely touching her face with the products, leading to criticism and parody videos accusing the ad of being disingenuous.
- Experts and viewers stressed the importance of honesty and authenticity from influencers in brand deals to avoid misleading fans, especially young audiences.
- Marketing analysts noted the video lacked genuine product use, but said the controversy might increase brand awareness despite embarrassment for McRae and Neutrogena.
AI generated
The ad starts off like many others online that feature celebrities demonstrating beauty products. In this case, the pop star is Tate McRae and the brand is Neutrogena.
McRae, seated on a private jet headed to Chicago for the Lollapalooza music festival, demonstrates her “post-show routine” by ostensibly using several Neutrogena items to remove her make-up and moisturise her skin.
