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Instagram's beautiful salespeople are having a moment of reckoning

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21.06.2019

It's probably a generational thing, and I'm obviously in the wrong one. The idea of making any decision, no matter how small, based on the say-so of an internet "influencer" has never gained traction with me.

I would not shell out for some super-serum a person paid to pretend they stumbled upon claims will revolutionise my face, or visit somewhere that a spiritualese-spouting (clever little capitalist) tastemaker maintains will fill a hole in my soul.

Natalie Schlater received plenty of backlash over her Instagram post from Bali.Credit:Natalie Schlater /Instagram

I know, as we all do deep down, that these are the new travelling salesmen, only less transparent. What they're doing is good old merchandising – only framed in a sexier, more FOMO-inducing way. One that "comes from the heart".

We know they mostly peddle cash for comment, but, hey, they bang on so hard about "community" and being "centered in authenticity"... and they're so goddam beautiful ... you could get carried away.

As a doubter of this whole genre of paid-opinion dressed as wholesome word of mouth, I found this week particularly satisfying. At last, it felt like "karma", the full moon or The Universe, or daylight, had........

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