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Did a Blogger Make You Buy That?

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Did a Blogger Make You Buy That?
By Cristina Cleveland · Updated April 12, 2014

Five years ago, the landscape of advertising and celebrity endorsements was a well oiled machine, and one that consumers were growing increasingly attuned to. Consumers these days are savvy enough to know that your favorite celebrity has been paid to appear at that event, that outfit was given to them in exchange for a Red Carpet plug, and that “paparazzi” shot is probably a planned photo op. As growing mistrust of traditional advertising became palpable, brands turned to a previously untapped source of credibility and authenticity: the blogger.

But as bloggers begin to expect compensation for their resources and their reach, and rightly so, the waters of the blogosphere are muddied and their credibility called into question. While bloggers, YouTubers and brands navigate the uncharted territory of sponsored content, consumers today are faced with the challenge of discerning who they can and can’t trust. Does my favorite blogger genuinely like that product, or have they been paid to mention it? Quite likely, it’s a mix of the two. And that’s where things get complicated.

To address this phenomenon as it evolves, NaturallyCurly hosted a panel with representatives from each interested party: the blogger, the brand, and the consumer. Host, TextureMedia Inc. Co-Founder and President Michelle Breyer, led a discussion between blogger, YouTuber and TV personality Shannon Boodram, curly community member and consumer Jordan Maney, and Sundial Brands Co-Founder Richelieu Dennis (of SheaMoisture and Nubian Heritage“>.

Much as NaturallyCurly did 15 years ago, the blogger platform arose as a solution to a consumer need and the desire of women to express themselves and connect with likeminded people. “That’s how this started,” says Dennis, “it was women helping women figure out how to solve their issues, particularly as it pertained to their hair.” Not only have these women had a profound impact on their friends and followers, as the co-founder of a well-liked brand in the curly hair community Dennis acknowledges that “we should also realize that the brands that have been impacted and helped by the bloggers and vloggers stand to benefit considerably.” And he feels this relationship goes both ways, “bloggers themselves have benefited in terms of becoming more known, having some celebrity and being impacted in ways that have also advanced their experience. All in all I think it’s been a very symbiotic relationship but I do see that that’s started to change.”

One of the biggest changes and indeed the hottest topic in the arena today is the question of compensation. TextureMedia Inc. President Michelle Breyer says “we know brands are compensating bloggers and vloggers, we know an increasing number of bloggers and vloggers are wanting compensation. How does that affect the message?”

Article continues after video.

Curly hair guru Shannon Boodram says the message should still be intact. “I look at it as you’re paying for the amount of effort that I put in, but I’m not feeling influenced because I’m doing my brand a service and my audience a service no matter what I choose to say about the product.” Dennis and Boodram are on the same page here, “one of the things that has always troubled me, is you have bloggers and vloggers that dedicate their time, dedicate their resources… and these brands have been very successful based on the work that they’ve done. Me personally I feel it’s unfair that they don’t participate in the financial rewards of doing that role,” though he acknowledges that his personal view differs to others on the brand side of this exchange. So what the brand is really paying for here is not a positive review, but rather “direct access to a market” Boodram says, “and with that, authenticity is the currency – that’s what you’re providing in exchange.”

This model challenges a lifetime of learned consumer behavior – if a positive review has been paid for, how do we know that review was not made under the influence? When giving product recommendations is a personal hobby, and one that you originally did for free, there’s a fine line between promoting a product you love, and being paid to promote a product. However Boodram argues it’s not a fine line, but “a huge gaping hole.”

She compares it to television advertising in which actors are paid to promote a product, “you know she’s a paid actress so her credibility is null and void, so once [a blogger] crosses that line of being a puppet, you no longer really have a voice as a blogger. You should now be on television in the commercials.” If bloggers and professional actors are both being paid to perform the same service, what is the difference? Boodram points out that advertising in magazines is required to divulge that it is paid advertising, “if [bloggers] are going to feign authenticity… if you’re sort of muddling the two, then you’re not doing your service at all.” To further complicate matters, blogs and YouTube are composed of many different personalities – that is what we love about them – so not every blogger or YouTuber will approach this issue in the same way.

As brands and bloggers work together to find the balance between sponsored endorsements and genuine opinion, it is the consumer that is left to discern for themselves the difference between the two. Luckily, Michelle Breyer feels that as a “savvy consumer, and I believe most women with curly and coily hair are a very savvy consumer, they can figure out if someone’s being authentic or not.”

You can view the full panel discussion on YouTube and decide for yourselves: do you feel the act of paying for sponsored content on blogs and YouTube diminishes the authenticity of that medium?

Watch the Panel

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Our Favorite Hair Moments From 2024

2024 was iconic for many reasons. Hair included. Join us as we reflect on standout moments.
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Our Favorite Hair Moments From 2024
Photo by John Nacion/Variety via Getty Images
By Desiree Johnson · Updated December 27, 2024

If there’s one thing that 2024 gave, and to be clear, it gave many things, it was head-turning hair moments and drops that expanded the haircare industry. There were new innovations in hair tools and technology, big celebrity drops (cough Cécred and Fenty Hair), more products moving towards sustainability, and prioritizing hair health. When it came to haircuts, colors, and styles, the goal was main character energy. 

There was a bigger move towards creating hair looks that weren’t only trendy but timeless. Celebrities and influencers continued to use major award shows, red-carpet moments, concerts, and album releases to debut fresh and innovative approaches to their styles that had everyone running to the salon. 

Let’s look back at how 2024 became a standout year for outstanding looks that we all loved.

Platinum Blonde

Photo by Michael Buckner/Billboard via Getty Images

Platinum blonde was everyone in 2024. Whether it was Beyoncé ushering in a new era of Country with Cowboy Carter, Camila Cabello transforming from her signature dark tresses, or the pop princess Sabrina Carpenter, platinum blonde was a mainstay hair color this year. 

Old Hollywood Bob

Photo by Amy Sussman/Getty Images

Low maintenance looks like the Old Hollywood Bob was on the menu all year, and here’s why: it blends nostalgia and chicness. Ice Spice turned heads at the BET Awards when she went from her signature copper curls to channeling this stunning style. Sydney Sweeney, Zendaya, and Elsa Hosk are just some women who opted for this sleek, shiny, and voluminous trend. 

Nostalgic Updos

Photo by John Nacion/Variety via Getty Images

Updos have always been a pivotal hairstyle for any evening look, but we transition from sleek styles to more effortless styles that embrace volume. Most notable celebrities like Lori Harvey, Meg Thee Stallion, and Kim Kardashian channeled 90s icons like Pamela Anderson to create a “messy upo” that showcased texture and body. 

Braided Topknots

Photo by Taylor Hill/Getty Images

Braids never go out of style, but how we innovate them does. The topknot has always been a signature style that is easy and effortless, but braided topknots helped elevate the updo. Marsai Martin, Jennifer Lopez, and Issa Rae were just a few of the beauty mavens who sported this look in 2024.

Nothing Like Natural

Photo by Kayla Oaddams/WireImage

Calling all naturals. Ditching the wigs, weaves, and extensions and putting your natural coils, curls, and waves front and center were all apart of the healthy hair conversation in 2024. Rihanna, Beyoncé, and Simone Biles made headlines by giving fans a peek behind the scenes and letting us see their real textures.

Nara Smith Bob

Photo by Stuart C. Wilson/Getty Images for the Business of Fashion

Nara Smith became a social media darling in 2024, but it wasn’t just for her signature voiceovers. The bob made a big comeback, and her one-length style is chic, effortless, and reflects the luxury glam that we all wish to channel. 

Single Braid Ponytail

Photo by Jamie McCarthy/Getty Images)

If you’re a ponytail girlie, then you know dressing it up can help add dimension and personality to the classic style. The key to a single braid ponytail is ensuring your hair is slick in the front and then using extensions or weaves to really add length that you can wear to the front or back. Gabrielle Union, Zendaya, and Selena Gomez made this no-fuss hairstyle a fan favorite. 

Bombshell Blowouts

Photo by ANGELA WEISS/AFP via Getty Images

Sabrina Carpenter was the espresso on everyone’s lips in 2024, and it wasn’t just because of her catchy tunes. Her voluminous, blonde bombshell hairstyle quickly became the talk of the town, and many influencers and stylists shared their tips on how to style and maintain this Marilyn Monroe-esque look. 

The Wet Look

Photo by Leon Bennett/Getty Images for EBONY

Who would have thought that making your hair appear wet (on purpose) would be so popular? The wet look. What’s great about this style is that it can be achieved with any hair texture, as seen by beauty queens like Coco Jones, Kim Kardashian, and Megan Fox. The secret to this style lies in a perfect combination of products like gel, glossing spray, and serum.

Pastel Hues

Photo by Araya Doheny/Getty Images for Revolve

There aren’t many times when we get new hair colors that make us do a double-take, but this was definitely a head-turner. Megan Fox set the internet ablaze by debuting a series of pastel hues in blue and pink that ignited new hairstyles for the festival season. 

Voluminous High Ponytails

Photo by TheStewartofNY/GC Images

The higher the hair, the closer to…perfection. Sky-high ponytails are elegant, timeless, and give snatched a whole new definition. Keke Palmer, Taraji P. Henson, and Laverne Cox showed how versatile this hairstyle is, whether you’re storming the streets of NYC or slaying the red carpet. 

Flipped  Bob

Photo by Bruce Glikas/Getty Images

Sophistication was an integral part of how people approached their hair in 2024. The flipped bob was a short style that took over the summer due to its softer finish and upward flick reminiscent of 60s GOGO girls. 

Powerful Pixies

Photo by Kevin Mazur/Getty Images

Pixie cuts have taken over the fall season. This style reflects sheer confidence and is perfect for putting your face front and center. Whether you’re aiming for old-time glamour like Audrey Hepburn or sexy sirens like Halle Berry, pixies are great for those wanting to go short. 

Baby Bangs

Photo by Stephane Cardinale – Corbis/Corbis via Getty Images

Baby bangs or micro bangs are often known for being super blunt, short, and can be worn across all textures. Zendaya turned heads with this style during Fashion Week, and we’ve seen even more celebrities like Oliva Rodrigo, Julia Fox, and Zoë Kravitz following suit.

Cloudy Curls

Photo by Daniele Venturelli/WireImage

Cloud curls have taken over the fall season since they are cut and are designed to complement your hair’s natural texture and movement. The “cloud” effect comes from embracing the halo effect or frizz that gives a youthful look. Yara Shahidi is the queen of cloud curls and is a great example of a celebrity who continually serves in this fanciful style. 

Textured Updo

Photo by Sean Zanni/Patrick McMullan via Getty Images

Your natural texture is beautiful, and that’s why we saw more celebrities aiming to ditch the heat tools and creating updos with their curls, coils, and waves intact. A little mousse and hairspray went a long way for celebrities like Tyla, Jordyn Woods, and Anna Taylor Joy, who used their natural tresses to create jaw-dropping styles.

Which hairstyle took your breath away in 2024? What are you looking forward to in 2025? Let us know in the comments. 

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