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Over the last few years, brands have become increasingly aware of the marketing potential of social media and have been exploiting them as a component of their marketing effort. A strategy adopted in various industries is to co-opt social media celebrities and either employ or pay them to promote products, often without explicitly declaring it. This is common in the makeup industry, where a number of social media users are so popular that they have become (corporate) 'makeup gurus'. Theirdoi:10.7358/lcm-2017-001-ribo fatcat:634cu7we5nf4ha7yrfcr6wvu3y