We launched the What The Foundation, and my son called me

@theburnouts

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Selling · Ecom Product

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

Why it worked

The video leverages a well-known industry drama and a 'founder story' narrative to build brand authenticity and humanize the product creator.

Summary

Bobbi Brown recounts the story of how she responded to a viral negative review of her foundation by creating a video demonstrating how to use it properly. She later shares a story about meeting the influencer who posted the original review in person.

Structure

1Bobbi introduces the viral foundation controversy
2She explains her son's advice to re-educate customers
3She describes her viral response video
4She reflects on the positive community reaction
5She shares a story about meeting the influencer in person

Product placement

Jones Road Beauty What The Foundation is mentioned and shown in the video clips.

On-screen text

Original caption

Follow The Burnouts ❤️‍🔥 Bobbi Brown’s viral clap back 😭 #theburnouts #bobbibrown #jonesroadbeauty #influencers #founderstory

More from @theburnouts

Their other posts in the index, biggest breakout first.

BOBBI BROWN CLAPPED BACK AT MEREDITH DUXBURY JONES ROAD There's an influencer on TikTok who has been trashing the foundation and is agreeing with her. "Yay! Bobbi Brown clapped back."

Transcript

We launched the What The Foundation, and my son called me, says Mom, I have bad news. There's an influencer on TikTok who has been trashing the foundation and everyone is agreeing with her. And he said, come in, we need to re-educate people how to use it. And we did. 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 it went viral. It was incredible to watch because the comments were Yay! Bobbi Brown clapped back. Many years later, I was in London at a friend's restaurant and he said, I'm giving you a heads up, there's an influencer here that you might know. And it was Meredith. So I got up and I walked over to her and I just said, Hi, I'm Bobbi. And she just was so sweet and nice. We didn't mention anything about the foundation gate.