As the competition to garner audiences and make sales intensifies within the beauty and wellness industry, brands are increasingly getting creative and tactical with their marketing strategies. Enter outrage marketing—a strategic approach where provocative or polarizing campaigns intentionally generate consumer reaction to fuel visibility and traction. By sparking strong emotions, beauty brands are using outrage to market, increase brand awareness, grow engagement, and drive sales. However, while the immediate impact of these tactics may amplify visibility, the long-term implications for brand reputation, consumer loyalty, and brand equity remains complex. This approach can involve various tactics, including sending product samples to influencers outside a brand’s demographic range, launching shock-value campaigns, or using controversial messaging that touches on sensitive social issues.
Current data underscores that outrage marketing has both measurable impact and inherent risks. According to a study by Sprout Social, 70% of consumers believe it is important for brands to take a public stand on social and political issues. This suggests that controversial campaigns can significantly impact brand recall, as they often generate strong emotional responses and media coverage. However, about 53% believe that brands only take a stand on these issues for public relations or marketing purposes. 37% of respondents also say that outrage marketing boosts a brand’s credibility when the issue they take a stand on directly impacts their customers. In beauty, where the lines between personal and public opinion blur, these numbers speak to the efficacy of outrage marketing in increasing awareness and engagement, even if at the cost of polarized consumer sentiment.
The Mechanics and Appeal of Outrage Marketing
One 2024 example is Tarte Cosmetics, which is currently facing criticism for sending subjectively overpriced packages containing $700 Hermès bracelets—among many others—to a select group of influencers including Halley Kate, Aditya Madiraju, and Cierra Miller; then different packages containing Cheez-Its and candy to different sets of influencers to which social media users described as “playing favorites.” Recall that Tarte has been a face of controversy since 2018 when beauty influencer and YouTuber Jackie Aina called them out for not being inclusive with their foundation range, and in 2023, with the influencer trip to Dubai, which critics deemed tone-deaf given global economic hardships and Dubai's human rights issues. The trip drew further scrutiny over alleged favoritism, with some influencers feeling they received less preferential treatment, raising issues of inclusivity and fairness in influencer marketing.
While Tarte faced backlash, the incident generated significant online discussion, with views on social media posts about Tarte’s products spiking by over 500% in a single week, according to Spate. “[Tarte] is doubling down by using rage baiting as a part of their marketing scheme,” influencer Jamira Burley says in a TikTok video. “Stop engaging… they’re just playing in your face because apology after apology, they continue to use practices and strategies that are clearly discriminatory.” Such instances reveal that, despite backlash, brands can benefit from increased visibility, particularly when online reactions amplify brand recognition beyond initial campaign intentions. So far, the hashtag #TrippinWithTarte has over 140 million views, and #TarteDubaiTrip has over 20 million views. However, Tarte Cosmetics founder Maureen Kelly made a statement about not intentionally trying to stir up rage. Addressing the Dubai trip controversy, she said “the recent Tarte event was meant to be informative and conversational for me, but it definitely missed the mark [and I wanted to take full responsibility].”
e.l.f. Beauty’s “So Many Dicks” campaign is another case where outrage marketing was used intentionally. While it addressed gender diversity in corporate leadership with bold, controversial messaging, e.l.f. not only captured significant social media attention, but also reinforced its image as a brand that supports social causes. Amy Kapolnek, a fractional CMO and founder of boutique consulting firm The Fwrd Group, whose portfolio spans Gucci Beauty, Burberry Perfumes, and Olay, tells BeautyMatter that “outrage marketing works for brands that have built their identity around being bold and socially engaged. Because consumers expect these brands to push boundaries, controversial campaigns would feel more authentic and, ultimately, drive loyalty.”
Outrage marketing functions as a high-risk, high-reward strategy, where brands aim to generate significant online discourse by intentionally causing a stir. “If [a brand’s] goal is to build trust and respect with a loyal community, outrage marketing can be very risky. It may generate instant attention, but it can compromise long-term brand relationships,” Bradley Farrell, Chief Marketing Officer at Beekman 1802, says to BeautyMatter. This approach is particularly prevalent in beauty, where brands rely on fast consumer feedback cycles and user-generated content to maintain relevance. “However, provoking a reaction, even a negative one, could increase brand exposure across social media platforms and mainstream media, and draw in more potential consumers than conventional advertising might achieve,” Farrell continues. In a sector where reaching consumers organically can be challenging, outrage marketing provides visibility that is difficult to ignore.
The appeal of outrage marketing lies in its ability to command immediate attention. However, the negative impact on brand reputation remains a significant risk. Consumers are becoming more aware of marketing tactics, and if outrage appears contrived, the backlash can permanently damage a brand’s equity. “Consumers are now highly discerning about brand motives. Forced outrage can erode trust if it’s not executed in a way that aligns with the brand’s genuine values,” Ferrell says. He also opines that while outrage marketing may generate short-term sales, the erosion of brand trust can jeopardize long-term revenue.
Influencers and Mismatched Products
One strategy that seems to have gained traction is the calculated decision to send products to influencers who do not align with the product’s demographic—such as lighter shades sent to darker-skinned influencers or anti-aging products to influencers in their early twenties. Black beauty creator Golloria George, with over 2 million followers on TikTok and more than 700,000 on Instagram, has built a cult following advocating for inclusivity in the industry, calling out brands that create exclusive products. In a recent video on TikTok with over 34 million views, George tried on the six ranges of the latest YSL blushes, with none looking like they would blend perfectly, but with a question on why they were sent to her. “A blush… I’m scared! They all have a white base, [and] none of these are going to work on a skin as dark as mine,” she says.
In another recent video which has garnered over 13 million views on TikTok, the creator, who called out Youthforia for putting "tar in a bottle" recently called out the over-40-years-old Giorgio Armani beauty brand for intentionally sending her a PR package with products that do not include her shade range. “Why would you send me this, Giorgio Armani…?” she questioned in her video. In response to this question, a social media user left a comment noting that “... they’re rage baiting us, [and] are already planning on expanding, but waiting for the hype so they get free advertisement and accolades for coming back and doing better. I think companies are [doing this] purposefully.” By creating content that highlights the brand’s perceived missteps, these influencers indirectly spark online debate and increase brand visibility. This approach taps into the psychology of outrage, where negative emotions often compel individuals to share their thoughts online, driving a viral effect.
A day after the Giorgio Armani callout, George put out a statement for being bullied due to her call for inclusivity in the industry, taking a close to a month break from social media. “I’m logging off for a bit! The internet has become an increasingly violent space, particularly for dark-skinned Black women. To exist in the beauty space as dark-skinned women is exhausting and unnecessarily violent. Listen to Black women. Tone inclusion is the absolute bare minimum,” she highlighted in her statement. A few days later, Aina posted a trend on her TikTok with up to 3 million followers with the caption “I lied. Put your clothes back on. We’re going to discuss how beauty brands are using outrage marketing exclusionary tactics at Black womens’ expense to get us to market their awful shade ranges for free, to then turn around and correct it and make themselves the hero.”
Furthermore, some consumers are getting increasingly tired of brands that consistently rely on controversy for visibility. This overuse of outrage marketing is leading to consumer fatigue, with audiences growing skeptical of campaigns that appear designed solely for shock value. “It's 2024. Brands understand that ‘complexion product inclusivity is critical.’ These aren't mishaps but strategic moves,” a social media user wrote on a BOF post. “Many use outrage marketing, provoking backlash to spark viral engagement. Once attention peaks, they swiftly address criticism, framing themselves as socially responsible and turning controversy into an opportunity to boost brand equity and cultural relevance. Ultimately, it’s a long-standing tactic that leverages Black consumers and communities of color as tools for generating visibility and profit.”
Although this may work short term, the long-term impact on consumer trust cannot be overlooked. Bénédicte Françon de la Brosse, Parisian luxury CMO and founder member of consulting company The French Beauty Company, speaks to BeautyMatter on this. “Consumers today are highly perceptive. They can see through forced outrage campaigns, and if a brand overuses this strategy, it risks diminishing its credibility and trustworthiness,” she says, “[and although] the backlash is sometimes intended, brands that lean too heavily on this tactic may find it difficult to maintain authentic consumer relationships in the long run.”
Digital platforms play a pivotal role in amplifying outrage. Social media, particularly TikTok, Instagram, and Twitter, are uniquely positioned to rapidly disseminate and amplify controversial content. Beauty brands capitalize on this by encouraging user-generated content and influencer partnerships that further amplify these campaigns. “Community building has become a top priority in our clients’ marketing strategies as it fuels word-of-mouth marketing through referrals and recommendations, and overall boosts organic growth and brand loyalty,” Kapolnek says. Brands like Glossier and Rare Beauty use UGC and interactive social challenges and campaigns to foster community-driven discourse, although they are not doing this around controversy-driven activations. “This approach allows brands to position themselves authentically while still generating visibility through less risky forms of engagement,” de la Brosse says. “Rather than resorting to shock tactics, brands that effectively leverage UGC can benefit from both consumer loyalty and brand amplification, without risking alienation,” she continues.
The Strategic Future
For the beauty industry, sustainable brand building should prioritize authenticity and long-term community engagement over short-lived controversies. According to Kapolnek, “outrage marketing can generate a flashpoint, but sustainable growth comes from authenticity and adding real value to the consumer experience.” Sustainable strategies like community building, influencer-driven UGC, and personalized consumer engagement offer a less volatile pathway to growth.
“Brands that excel in outrage marketing must balance provocative campaigns with substantive product offerings and quality, creating a foundation that sustains brand appeal beyond the initial controversy,” de la Brosse adds. The successes generated from these brands would serve as a reminder that, while outrage marketing can be effective, it must be anchored in genuine consumer insight and aligned with broader brand objectives. This would also be a case of brands knowing how far is too far, and intentionally avoiding certain realms like race and profiling.
Outrage marketing has become a defining strategy for many beauty brands, capitalizing on heightened consumer engagement and the rapid amplification of controversial campaigns. However, its long-term efficacy hinges on strategic balance, as brands that rely too heavily on shock value risk alienating consumers and eroding brand trust. When executed authentically and aligned with the brand’s core values, it can drive substantial visibility and growth. Conversely, a miscalculated approach can undermine credibility and weaken brand equity, highlighting the need for strategic foresight in an increasingly scrutinized digital landscape.
