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The beauty industry is contending with marketing saturation, compounded by an overcrowded content ecosystem in which traditional metrics like follower counts and comments are often distorted by bots. To combat this, brands are turning to “rage bait” — content designed to trigger shock, anger or confusion and meant to drive shares and saves, which are now seen as more authentic indicators of engagement. From Lancôme’s “misdirected” PR mailers to ColourPop’s fake apology squares, the strategy bets that a negative or confused reaction is more valuable than no reaction at all in a world where attention is the ultimate currency.
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Rachael Griffiths is a Senior Editorial Associate at The Business of Beauty. She is based between St Helens and London, and covers beauty, wellness and industry news.
Priya Rao is Executive Editor at The Business of Beauty at BoF. She is based in New York and oversees BoF’s beauty and wellness coverage.
Sheena Butler-Young is Senior Correspondent at The Business of Fashion. She is based in New York and covers workplace, talent and issues surrounding diversity and inclusion.
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The essential daily round-up of fashion news, analysis, and breaking news alerts.Plus, access one complimentary BoF Professional article of your choice, each month.
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