Lori Loughlin's Influencer Daughter Could Be "Radioactive" for Brands After Scandal

[Elizabeth Paige Laurie]

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"Typically, having a criminal record or any negative press makes
an influencer radioactive in the eyes of an advertiser," said
Open Influence CEO Eric Dahan.
Lori Loughlin’s daughter Olivia Jade Giannulli — at the center
of a university cheating scandal — could be in some serious hot
water with a multitude of brand sponsorships hanging in the
balance. Tresemme and Sephora announced Thursday they will stop
working with Olivia Jade.

The beauty blogger, social media star and YouTuber has 1.9
million subscribers on the video platform and another 1.3
million on Instagram. In the past two years, she has scored
sponsorship deals with beauty and fashion companies Sephora, Too
Faced, Tresemme, Smashbox, Marc Jacobs Beauty, Lulus, Boohoo and
Dolce & Gabbana beauty as well as HP Inc.

Yet Loughlin was charged Tuesday for allegedly paying $500,000
in bribes to a USC employee to designate her two daughters as
recruits to the school’s crew team — even though they did not
participate in crew. Loughlin was indicted Tuesday along with
fellow actress Felicity Huffman and more than 40 others involved
in the college entrance cheating and bribery scandal, though "it
remains to be seen if we charge any students," Andrew Lelling
U.S. Attorney for Massachusetts, said during a media conference.

In a statement to The Hollywood Reporter on Wednesday, HP said
the company worked with both Lori Loughlin and Olivia Jade in
2017 "for a one time product campaign. HP has removed the
content from its properties." The company added, "HP does not
currently have a relationship with either of them.”

"Lulus has not worked with Olivia Jade since August 2018 and we
have no plans to do so in the future," said Colleen Winter, co-
founder and CEO, to THR in a statement on Thursday.

Loughlin's other daughter, 20-year-old Isabella Rose Giannulli,
is also an influencer with 260,000 followers on her Instagram
account @bella, but had her account set to private as of Tuesday
afternoon.

Olivia Jade Giannulli started school at USC last fall. She posts
fashion and makeup tutorials as well as lifestyle videos, many
with college-oriented titles such as "Spend Time With Me at
College," "College Dorm Tour" and "College Night Routine." She
also posted video called "Olivia Jade x Sephora collection (holy
sh*t)" about her collaborative makeup palette, the Olivia Jade x
Sephora Collection Bronze & Illuminate Palette, which was still
available for sale on the beauty giant's website for $28 on
Tuesday before being removed.

"I'm just so emotional and so happy," Giannulli said, through
tears, on her channel while announcing the palette's debut. "I
have chills." She said she went to the Sephora headquarters to
make samples and test her product, calling makeup her "biggest
passion in the world."

“After a careful review of recent developments, we have made the
decision to end the Sephora Collection partnership with Olivia
Jade, effective immediately,” Sephora told THR in a statement on
Thursday.

Her personal brand-building is now being called into question
along with the validity of her college admission. Will she be
dropped or face other repercussions? Her brand partners did not
respond to requests for comment, and her publicist, Elizabeth
Much at East 2 West Collective, told THR by email, "I have no
information at this time."

"The important thing to understand about the
celebrity/influencer sponsorship space is that brands are very
risk-averse," Eric Dahan, CEO of Open Influence, a data-driven
influencer marketing company with a network of 485,000
influencers, told The Hollywood Reporter on Tuesday. "Brands
spend millions of dollars building up and defending their brand
name, and understand that the wrong sponsorship can undo all of
their hard work. Typically, having a criminal record or any
negative press makes an influencer radioactive in the eyes of an
advertiser."

A Hollywood school consultant added that Giannulli may have
actually qualified to be accepted to college on her own merit,
noting that significant accomplishments by college applicants
are "taken seriously" in the application process, including
leadership in different realms, which could include being an
influencer. "Yes, those things could definitely have helped
her," the expert told THR.

It turns out that Giannulli's parents may have had greater
college ambitions for their 19-year-old daughter than she did,
as reported by BuzzFeed. In a podcast interview on The Zach Sang
Show, the influencer said: "Mostly my parents really wanted me
to go because both of them didn't go to college. ... I'm so
happy they made me go — that sounds so terrible. They didn't
make me. My sister goes to the same school, and we're pretty
much inseparable."

Later in the interview, Giannulli referred to her parents as
"hypocrites," adding that her father "faked his way" through
college: "He, like, built his whole entire brand and he wasn't
actually, like — I don't know if I'm supposed to say this — ever
enrolled in college. But he, like, faked his way through it and
then he started his whole business with tuition money that his
parents thought was going to college."

https://www.hollywoodreporter.com/news/expert-says-lori-
loughlins-influencer-daughter-could-be-radioactive-brands-
scandal-1194270