Morphe drops Jeffree Star Cosmetics following racism allegations - Dexerto
Entertainment

Morphe drops Jeffree Star Cosmetics following racism allegations

Published: 10/Jul/2020 22:48 Updated: 15/Jul/2020 9:39

by Virginia Glaze

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Massive makeup brand Morphe has announced it will no longer sell products related to Jeffree Star Cosmetics, following allegations of racist behavior and other claims against the YouTuber.

While Jeffree Star has long been a divisive figure online, the makeup mogul has come under extreme scrutiny in the past few weeks, after critics suggested both he and fellow YouTuber Shane Dawson orchestrated the scandal against James Charles in 2019.

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Combined with past allegations of racist behavior by Star toward people of color within the YouTube beauty community, as well as Tati Westbrook’s viral video alleging that both Star and Dawson had “gaslit” her into making her James Charles video last year, Star has disappeared from social media altogether — but the drama is catching up with him, regardless.

Multiple top names in YouTube’s makeup scene came forward last week by announcing their split from Morphe, claiming that they did not feel comfortable working with a company that sold “antiblack racist beauty brands,” as told by beauty guru Jackie Aina.

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It seems that these messages caught Morphe’s attention, with the company officially announcing that it would no longer sell Jeffree Star Cosmetics products in a bombshell Tweet on July 10.

“Today we’ve made the decision to cease all commercial activity related to Jeffree Star and affiliated products,” the company wrote. “We expect this to conclude within the coming weeks. As we look to the future, we will continue to share updates on what lies ahead for the Morphe brand.”

Morphe’s statement follows speculation that Star was somehow monetarily involved in the brand, after an older video of the YouTuber surfaced where he claimed he was an investor in Morphe.

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This move likewise comes after the brand’s purge of Shane Dawson’s “Conspiracy” palette on June 30, which was removed from the brand’s stores after the YouTuber uploaded an apology video addressing the outrage over his older content.

While Star has yet to address the drama at the time of writing, he did state that he was traveling for his Grandmother’s birthday — a claim that many critics have speculated is false.

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UPDATE: Jeffree Star Cosmetics have since responded to Morphe’s statement in a post via Instagram, claiming they are “shocked and saddened” by the company’s decision to “part ways” with their brand.

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Dear Star Family…

A post shared by Jeffree Star Cosmetics (@jeffreestarcosmetics) on

JSC likewise assured fans that more products from their brand would be forthcoming this year —  meaning that it doesn’t look like current events will stop Jeffree Star from his work in the makeup world.

Business

Twitch staff accused of tricking streamer into promoting brands

Published: 7/Oct/2020 21:28 Updated: 7/Oct/2020 21:34

by Alan Bernal

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Twitch streamers are speaking out against the broadcasting platform for attempting to promote brands within individual chats. Content creators are slamming the practice, especially since they have no control of removing the adverts from their channel.

One longtime YouTuber and Twitch streamer who goes by ‘The Black Hokage’ noticed a staffer had dropped a message in his Chat. The purpose of the text, sent by ‘newcryka,’ was to have the streamer acknowledge the listed brand with 400 Bits attached to the post.

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He immediately took issue with the move: “Yo, are you promoting something?… You got a Twitch staff symbol next to your name, are you promoting sh*t in my Chat?”

After posting the interaction on Twitter, more streamers slammed the apparent unsolicited advertisement from the streaming platform.

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“Creators beware! Twitch staff is now going around donating spare change in an attempt to trick you into shouting out brands without proper compensation. Don’t fall for it,” The Black Hokage said.

Twitch partner and viral streamer ‘negaoryx’ responded: “Which is great, because we can’t moderate anything said by Twitch staff in chat, so we can’t even purge it… great…”

There is a function that lets people ‘/Clear’ their channels messaging log, which lets “broadcasters and chat moderators to completely wipe the previous chat history.” This feature doesn’t apply to messages from Twitch staff accounts.

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However the means, content creators and the wider Twitch community got an indication that the streaming platform could experience more intrusive marketing campaigns.

Some believe that The Black Hokage’s clip could have been a Twitch advertisement staff member testing out a new form of social engagement tactics meant for branding – and the thought isn’t unfounded.

In early August, an outside company released how its latest marketing scheme made use of Twitch’s donation alerts to get a branded sound bite played on a streamer’s channel. Their video showed multiple instances of a Twitch account surprising streamers by donating $5 to get a brand’s name and current offerings played on their page.

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The idea was immediately chastised for its way of engaging in promotion and sponsorship for a company without consulting or locking a paid deal with the individual streamer. However, despite inevitable backlash, advertisers are still trying out new methods of outreach.

The Amazon-owned streaming site has been incorporating more ways to engage audiences with branding promotions and advertisements.

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Twitch
Amazon solutions for ads have directly integrated Twitch channels and streamers in the past.

“Twitch video and display media, as well as new Twitch audiences, are now available for inclusion in Amazon Advertising campaigns, and Amazon audiences are available for inclusion in Twitch campaigns,” Amazon wrote. “We’re delighted to share that we are combining Twitch’s hard-to-reach and highly engaged audiences with Amazon Advertising’s integrated full-funnel advertising offering.

Days after Amazon announced it had added Twitch to its Amazon Advertising portfolio, the streaming site announced it was testing out mid-roll ads for channels. This too was vehemently criticized by everyone from Twitch streamers to viewers, and the idea was later abandoned.

Twitch
Twitch has been experimenting with new ad campaigns that have drawn ire from viewers and streamers.

A feature that hasn’t gone back to the drawing board has been the picture-in-picture mode for ads that minimizes and mutes the main stream while playing a fullscreened promotion. This too was received with angst from viewers.

Twitch’s latest attempt at finding a more engaging way to introduce ads to its reported 17.5 million daily users has, again, created ire from its partnered content creators.

As Amazon and Twitch continue to create advertising solutions for its highly-valuable and impressionable audiences, the platform’s streamers will be on the lookout for more marketing tactics that look to benefit off of their communities.