The Dark Side of Face Promotion: How MeaninglessProducts Sell Big and Harm Fans
by Narayan Adhikari
Introduction:
In today’s celebrity-obsessed culture, fame is not just about influence—it’s a marketing weapon.A single post or product mention by a famous face can turn a basic or even “useless” productinto a global trend. This tactic, called face promotion, uses a celebrity’s image and influence tosell products that often offer little practical value. Fans, especially younger ones, trust theseidols deeply—leading to emotional investment and impulsive spending.But what happens when the product is overpriced, useless, or promoted dishonestly? Thisarticle explores real-life cases of such products, the psychological trap they create, and theharmful effects on fans who are manipulated emotionally and financially.
What is Face Promotion and Why Is It So Effective?
Face promotion works by triggering a parasocial relationship, a one-sided emotional connectionwhere fans feel close to celebrities who don’t know them personally. Fans trust these figuresdeeply—so when an idol promotes a product, it feels like a personal recommendation. Thisemotional bias overpowers logical thinking, especially in children and teenagers.According to a study published in the Journal of Consumer Research, celebrity endorsementscan increase product desirability by 40%, even when product quality is average or unknown.
Real-World Examples of Meaningless Products That Sold Massively
🧸 1. Labubu Dolls (Pop Mart) – The Blind Box Frenzy
What is it?Labubu dolls are part of the Pop Mart blind box craze—small, collectible toys packagedrandomly so buyers don’t know what’s inside until they open it. These toys became wildlypopular in China, Southeast Asia, and even in parts of Europe.Why did it go viral?The dolls were promoted by influencers and YouTubers through emotional, addictive unboxingvideos. Some even claimed they “cried” or felt “lucky” to get rare versions. K-pop idols andTikTok influencers posted about their collections, sparking massive FOMO (fear of missing out).Real-life consequence:In 2024, a user on Reddit shared that they spent over $200 trying to find a rare Labubufigure—despite their father earning less than $100 per month. The child admitted feelingashamed and depressed afterward. Many fans like this end up spending beyond their means,developing compulsive buying behaviors for toys with no real value beyond shelf decoration.
💿 2. K-pop Photocards – Album Buying Madness
What is it? K-pop albums often come with random photo cards featuring different members of a group. Toget the “right” card (usually a favorite member), fans buy multiple copies of the same album.How did this happen?Agencies and idols encourage fans to collect the cards, sometimes offering specialrewards—like fan sign events—for those who buy more. Some fans end up buying 30–50copies of the same album just to collect a full set.Real-life consequence:A viral TikTok in 2023 showed a fan who bought 76 copies of a boy group’s album and threwmost away after getting the card she wanted. Others resell unwanted copies at a loss. Theenvironmental waste is massive, and fans often go into credit card debt or pressure theirfamilies for money. Many fans only realize later that their emotional bond was commerciallyexploited.
🧴 3. Celebrity Beauty and Skincare Brands – High Price, Low Value
What is it?Many celebrities launch beauty products—like moisturizers, lip tints, or facial masks—undertheir names. Fans buy them hoping to look like their idols.Real-life examples:A famous K-pop idol launched a $60 skin serum in 2023. Months later, it was revealed that theformula was identical to a $10 Korean drugstore product, only rebranded with new packaging.An American influencer’s makeup line was exposed in a 2024 BuzzFeed article for having noclinical testing or certifications, despite making anti-aging claims.Fan backlash:Once fans realized they were overpaying for generic products, many took to Twitter and TikTokto express their anger and embarrassment. Several young buyers admitted experiencingbreakouts and worsened skin conditions, saying they trusted the brand only because of thecelebrity.
🎫 4. Virtual “Hi-Touch” Events – High Price for Low Contact
What is it? “Hi-touch” events are virtual interactions where fans pay to talk to or see their favorite idols viavideo calls. They became common during the COVID-19 pandemic.What went wrong?Many fans paid $80–$150 for “private” video calls that turned out to be pre-recorded messages.In some cases, fans waited hours, only to receive 5-second responses with no interaction.
Real fan experience:
In 2023, a Japanese fan filed a complaint after paying ¥15,000 (~$100 USD) for a video eventwhere the idol never said their name and looked distracted. They described it as “heartbreakingand humiliating.”
Why Fans Fall Into the Trap
Fans are often young, emotionally invested, and eager to support their idols. Agencies know thisand manipulate these feelings through:
Scarcity: Limited edition or rare versions create urgency.
Guilt marketing: Messaging like “Support your idol by buying this” makes fans feel obligated.Fake intimacy: Social media posts create the illusion that celebrities are directly communicatingwith fans.These tactics are highly effective, but they prey on emotional vulnerability.
Emotional and Financial Damage
💔 Emotional Burnout
Fans often feel used when they realize they’ve been tricked into overspending. They reportfeelings of embarrassment, depression, and loss of trust. For teens, this emotional betrayal canbe especially painful.
💸 Financial Harm
Low-income families suffer the most. Kids borrow, steal, or pressure parents for money. In manycases, the product doesn’t live up to the hype—leading to regret and even family
conflict.Conclusion: Time for Accountability
Face promotion is a powerful marketing tool—but when used irresponsibly, it can hurt the veryfans who make celebrities successful. The examples of Labubu dolls, K-pop photocards, virtualevents, and skincare scams reveal how meaningless products can be hyped into must-havespurely by attaching a famous faceHere is a list of source names
1. Reddit
2. BBC News
3. BuzzFeed News
4. The Guardian
5. Times of India
6. Hype.my
7. Glamour
8. Journal of Consumer Research
9. The Sun Ireland
10. YouTube
11. TikTok
भरत रिमाल यस नव त्रिवेणी मिडिया द्वारा संचालित त्रिवेणी टुडे अनलाईन पत्रिकाका अध्यक्ष तथा संचालक हुनुहुन्छ। जनताकाे निष्पक्ष आवाज बोल्नु हुन्छ। उहाँ विभिन्न समसामयिक विषयवस्तु, राजनीतिक र समाजमा भइरहेका विभिन्न विषयवस्तुमा रहेर कलम चलाउँदै पत्रकारिता गर्नुहुन्छ।
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