Tate McRae, the popular singer and global ambassador for Neutrogena, recently faced criticism for a sponsored skincare video she shared on TikTok. The backlash stemmed from viewers’ perceptions that McRae was not genuinely using the Neutrogena products featured in her clip.
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In her video, titled “post show routine,” McRae showcased her skincare regimen following performances at prominent music festivals, including Osheaga and Lollapalooza. However, viewers quickly noticed inconsistencies that raised eyebrows. During her demonstration of the makeup remover wipes, it looked as if her fingers were positioned between the wipe and her skin, suggesting she was not using the product as intended. Following this, when applying moisturiser, the footage showed her only dabbing it on her cheeks, while noticeable eye makeup remained intact as she placed under-eye patches.
By early August, the video had garnered significant attention, racking up over 1.1 million likes. However, the comments section revealed widespread frustration among fans, many questioning why Neutrogena had permitted such content to go live if it did not accurately represent the use of their products.
In response to the mounting criticism, Neutrogena issued a rebuttal on Instagram. They shared an animated video featuring a character resembling their makeup wipes, which addressed the audience directly, saying, “It’s time to come clean.” The animated wipes expressed gratitude for the overwhelming feedback they had received, acknowledging the uproar with a light-hearted tone by quipping about needing to do some self-reflection.
The caption accompanying the video was equally humorous, stating, “I’d like to thank everyone for the sudden attention. Please respect my privacy as I adjust to the fame.” This clever response seemed to resonate well with social media users, as several commenters lauded the brand for its whimsical treatment of the situation. “I really appreciate how niche this humour is,” one user remarked, while another added, “We love an unbothered diva.”
Tate McRae’s collaboration with Neutrogena began earlier this year, and she has previously expressed her admiration for the brand. In an interview, she explained that after a long night of performing, her routine includes using Neutrogena products as part of her skincare. “I’ll use my Neutrogena wipes and take off my makeup. Then, I’ll usually go in with a light cleanser. And then, I obviously use the Hydro Boost Water Gel,” McRae shared, asserting that her partnership felt “natural and exciting” due to her longstanding appreciation for their Hydro Boost moisturiser.
Despite the recent backlash, McRae’s popularity continues to rise, and her performances draw enthusiastic audiences. Critics, while noting the faux pas in the video, acknowledge her talent, which has positioned her as one of the prominent young artists in the music industry.
The response from Neutrogena highlights the ongoing challenges brands can face when their ambassadors create content that may misrepresent their products. Effective communication in a humorous yet respectful way can help alleviate potential damage to a brand’s reputation, as evidenced by the TikTok incident.
As the discussions continue online, observers are curious to see how both McRae and Neutrogena will navigate the situation moving forward. Whether this incident affects their partnership or McRae’s standing as a brand ambassador remains to be seen, but it certainly serves as a reminder of the importance of authenticity in advertising in an increasingly scrutinised digital landscape.