Swinburne U researcher Oluwakemi Shobowale finds people prefer beauty product marketing that comes from influencers, not celebrities

The former rate higher for attractiveness, trust, expertise and are seen as “real people”. “The micro-celebrity has a voice in a niche, which is more likely to be the consequence of competence,” Dr Shobowale says.

As a lost cause beauty-wise, CMM will take her word for it.