Earlier this week, I was doom-scrolling on TikTok when I came across a video by Bria MacNeil. She did a deep dive into the late 2010s controversy surrounding the Anastasia Beverly Hills (ABH) Subculture Palette. One negative review sparked widespread debate, leading people to question whether influencers were honest in their reviews and whether brands were willing to take responsibility for their mistakes.
This controversy highlighted a broader ethical discussion in the beauty industry: Are PR packages a form of marketing manipulation or a standard industry practice?
Let’s explore the ethics of PR packages and what they mean for consumers and content creators, using the ABH controversy as a case study.
The Purpose of PR Packages
PR packages are designed to generate buzz around a brand’s new or existing products. By sending free beauty products to influencers and makeup artists, brands hope to gain social media exposure, product mentions, and media coverage that can translate into sales.
PR packages allow influencers to test and review products without the financial burden of purchasing them. This enables them to create content for their audiences and establish themselves as trustworthy in the beauty space. In many cases, influencer endorsements can be more effective than traditional advertising.
However, when PR relationships go unchecked, they can distort public perception of a product’s quality. The ABH Subculture Palette controversy is a prime example of how PR packages can influence brand narratives and shape consumer trust.
The Ethical Concerns
While PR packages may seem beneficial for all parties involved, several ethical concerns arise, particularly regarding transparency, consumer trust, and environmental impact.
Transparency and Consumer Trust
One of the most significant ethical dilemmas surrounding PR packages is the potential for biased reviews. Influencers may feel pressured to speak positively about free products when they receive them to maintain a good relationship with the brand. This can lead to misleading reviews that do not accurately reflect a product’s quality or performance.
The Federal Trade Commission (FTC) requires influencers to disclose any free products they receive and to be honest in their reviews. However, not all influencers follow these guidelines. Some subtly promote products without clearly stating their relationship with the brand, which can deceive consumers into purchasing products under false pretenses.
Ethical Obligation to Followers
Influencers have a responsibility to their audiences. Influencers risk breaking the trust they have built with their followers if they promote a product solely because it was gifted rather than because they genuinely like it. When consumers have become more skeptical of marketing tactics, authenticity is crucial for maintaining credibility.
Ethically, influencers should disclose their relationships with brands, provide honest reviews, and only accept PR packages from brands they genuinely support. Unfortunately, this does not always happen, leaving followers unknowingly swayed by content that is more promotional than informative.
The Subculture Palette controversy highlights how difficult it can be for influencers to maintain credibility. As stated in the video from MacNeil, when Alissa Ashley provided an honest review, she was met with backlash from ABH. At the same time, more prominent influencers who had initially promoted the brand with PR packages had more leeway in their criticism. This imbalance raises questions about whose voices are heard in the beauty community and whether brands truly value authentic feedback.
Environmental and Waste Concerns
Another primary ethical concern is the environmental impact of PR packages. Many beauty brands send excessive amounts of products in elaborate, often non-recyclable packaging. Influencers frequently receive more products than they can use, leading to unnecessary waste.
Some influencers donate or give away excess products, but not all do. The sheer volume of PR packages raises questions about sustainability and corporate responsibility in the beauty industry. Brands should consider more eco-friendly alternatives, such as digital product launches or allowing influencers to opt into PR lists rather than receiving unsolicited packages.
Finding an Ethical Balance
Despite these concerns, PR packages are not inherently unethical. When handled responsibly, they can benefit both influencers and their audiences. Here are some ways the industry can ensure ethical practices:
Full Disclosure – Influencers should always disclose when they receive free products and provide honest reviews, adhering to FTC guidelines.
Selective Acceptance – Influencers should only accept PR from brands they genuinely align with to maintain authenticity and prevent unnecessary waste.
Sustainable Packaging – Brands should prioritize eco-friendly packaging and limit excessive waste by sending only essential products made from recyclable or biodegradable materials.
Consumer Education – Followers should be encouraged to research products beyond influencer recommendations. Educating consumers on how PR packages work can help them make more informed purchasing decisions.
The ABH controversy is a cautionary tale about the power dynamics between brands, influencers, and consumers. When PR packages influence not just reviews but also how brands respond to criticism, the ethical implications become even more significant. For the beauty industry to move forward ethically, transparency, accountability, and sustainability must become standard practices.
Conclusion
PR packages are valuable marketing tools, but they also carry ethical responsibilities. The ABH Subculture Palette controversy revealed how PR relationships influence reviews, shape brand responses, and impact consumer trust.
Influencers must prioritize honesty, brands should embrace transparency and sustainability, and consumers should critically assess influencer recommendations. By balancing these considerations, the beauty industry can maintain authenticity and ethical integrity while still benefiting from the power of influencer marketing.
Cover photo by: cottonbro studio
Aurora Gonzalez 