My son called me and he said, I have bad news.

@theburnouts

120.7K followers · usually 41.6K views a post

Views

22.7M

Likes

2.1M

Comments

2.2K

Shares

7.1K

Selling · Ecom Product

Jones Road Beautyseen in 2 videos →https://jonesroadbeauty.com/ ↗

Why it worked

The video leverages a high-stakes, relatable story about a founder defending her brand against a viral critique, which creates immediate emotional investment and authenticity.

Summary

Bobbi Brown recounts the story of how she responded to a viral negative review of her foundation by creating her own video demonstrating the product. She explains how her son and marketing team encouraged her to lean into the viral moment, which ultimately helped her brand.

Structure

1Bobbi describes a negative viral review of her foundation
2She explains the decision to create a response video
3She recounts the process of filming the response
4She shares her son's reaction to the viral success
5She reflects on the power of influencers on business

Product placement

Jones Road Beauty foundation is shown being used by the creator in the embedded clips.

Original caption

Bobbi Brown's viral clapback. #bobbibrown #jonesroad #makeup #beauty #theburnoutspodcast

More from @theburnouts

Their other posts in the index, biggest breakout first.

On-screen text

BOBBI BROWN'S VIRAL CLAPBACK he said there's a INFLUENCER on TikTok who has been TRASHING the foundation and everyone is AGREEING with her THERE SEEMS TO BE SOME CONFUSION so that's all you need that's even a lot I'M NOT SURE IF IT'S GONNA WORK BUT as a makeup artist I LOVE TO LEARN NEW THINGS so I'm going to try THIS TECHNIQUE I just learned HMM.. DIDN'T REALLY WORK 😂 He says mum YOU CAN NOT GO UP AGAINST A TIKTOK STAR YOU KNOW A LOT OF THESE INFLUENCERS RUIN PEOPLE'S LAUNCHES AND BUSINESSES

Transcript

My son called me and he said, I have bad news. He said there's a influencer on TikTok who has been trashing the foundation and everyone is agreeing with her. It's a nightmare and I'm like, hold on. And I looked at it and he said, come in, we need to re-educate people how to use it. And we did. I went back in and I would do a whole bunch of TikToks. He said, all right, we're done. And I said, I have one more. And I literally took the jars and I put my hands in it and I said, as a makeup artist, I love to learn new things, so I'm going to try this technique I just learned. And I put it on my face and I started cracking up. And I called my youngest son and he says, Mum, you can not go up against a TikTok star. And so I called Cody, who is then the head of marketing, and I said, Cody, you can't put it up. He said, too late, Mum, train has left the station. And it went viral. And it was incredible to watch because the comments were, yay, Bobbi Brown clapped back. And I didn't know what a clapback was, but now I do. You know, a lot of these influencers ruin people's launches and businesses.