L’Oréal bears the influencers of ice blocks with the new anti -wrinkle Revitalift (consuming water and plastic unnecessarily)

To promote the new Revitalift anti -wrinkle linethe French cosmetics giant L’Oréal He gave birth to a promotional campaign that made a lot of noise and aroused enormous criticisms. In Paris and surroundings, about thirty influencers It was seen delivering at home blocks of giant iceinside which three small products of product were kept.

All accompanied by hammer and protective glassesto break the ice in front of the video camera and share the “unboxing” on Tiktok And Instagram. The viral effect was not long in coming: the former Miss France Eve Gilles and Creator @Carxmakeup (over 400,000 followers) have defined the experience “The best package received in life“.

A campaign full of contradictions

But if the online enthusiasm was immediate, the chorus of criticism was equally, especially by those who deal with environmental sustainability. The collective Paye Ton Influencethrough the voice of the co -founder Amélie delochedefined the campaign “deeply disconnected from reality“.

Why? For a few minutes of viral content, it was necessary Consume liters of water, energy to freeze, Polystyrene for packaging And refrigerated trucks for deliveries. Without forgetting the production of disposable objects like hammers and glasses. All this to promote a product anti-aging … influenced under 25 years.

The contradictions do not end here: the same revitalift line ended up in the sights months ago for the presence of Pfasharmful and persistent chemicals in the environment. Although L’Oréal had promised one reformulationsome bottles with old ingredients were still on sale.

According to experts in the sector, it is not the first time that cosmetic marketing exaggerates: there are precedents of huge packs for minimum content or even of digital screens inserted in the boxes To transmit commercials. The goal? Create “Wow Effect“And to make sure a social space.

Faced with the controversy, L’Oréal replied by declaring to listen to criticism and ensuring that the operation. A late admission that screeches with the company manifesto “Because our planet is worth”, In which the company had committed to promote one Sustainable transition in the beauty sector. But among the good intentions and the block of ice, there seems to be still a lot of way to go.