Netflix’s Nobody Wants This romcom returned to screens for a second season last month, but it is the overtly obvious product placements from brands that seems to have caught the audience’s attention.
One of the most talked about is Estée Lauder, with many social media users sharing their dismay at the way the television show has integrated the beauty brand’s products into its scenes.
Key scenes under scrutiny include a focus of character Joanne’s (played by Kristen Bell) bedside table, with Estée Lauder’s Advanced Night Repair Serum at its centre; and a questionable moment in which she seems to be applying the product over a full face of make-up.
Bell’s partnership with the brand goes beyond the show’s cinematic universe, with the actress teaming up with Estée Lauder to promote its Advanced Night Repair line earlier this year.
The way product placement has been woven into the storyline throughout the show has been a source of discussion on social media.
TikTok user @sarabullock_np called the show “one giant ad”, while content creators Jodi Walker and Nora Princiotti called the partnership “absolutely outrageous” in an episode of their podcast, We’re Obsessed.
One TikTok user, @jennybhr, went as far to share “I never even notice product placements but these ones made me want to turn off the show”
Fiona Glen, Managing Director for beauty consultancy The Red Tree, told Cosmetics Business how “the product placement in this series has really blown up, people are talking about it on social media channels both sides of the pond”.
She added: “Personally, yes, I did notice the Advanced Night Repair feature and the camera did pan a little longer than it needed to get in the full product.
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