Thank you so much to Jose Cuervo for sponsoring this episode. Buy Jose Cuervo here: https://www.danmurphys.com.au/list/jose-cuervo In this week's episode, I explore how and why beauty YouTube review content has faced such a serious decline in recent years, despite an increased consumer interest in review-backed recommendations. Timestamps: 4:36 History & psychology of online reviews 8:28 The beginning of beauty review content 9:40 Michelle Phan & the ‘Golden Age of Beauty YouTube’ 12:11 The rise of 'fast beauty' 13:40 Why we stopped consuming YouTube beauty review content 18:08 Short-form video: The next wave of influencer reviews 20:40 AI generated reviews 22:56 The future of influencer review content Find our podcast YouTube channel here: https://www.youtube.com/channel/UC18HclY7Tt5-1e3Z-MEP7Jg  Subscribe to our weekly Substack: https://centennialworld.substack.com/  Join our Geneva home: https://links.geneva.com/invite/7eb23525-9259-4d59-95e3-b9edd35861a5  Follow us on Instagram: https://www.instagram.com/infinitescrollpodcast/  Follow Lauren on Instagram: https://www.instagram.com/laurenmeisner_/  Sources: https://www.reviewtrackers.com/reports/online-reviews-survey/  https://results.shopperapproved.com/blog/the-history-and-evolution-of-online-reviews https://centennialworld.com/the-demise-of-online-product-reviews-from-shady-influencer-practices-to-ai-generated-content/ https://fashionjournal.com.au/beauty/i-think-its-time-we-stopped-glamourising-beauty-hauls-dont-you/  https://www.gartner.com/en/digital-markets/insights/what-is-social-proof#:~:text=Social%20proof%2C%20the%20idea%20that,to%202023%20Software%20Buying%20Trends.  https://www.washingtonpost.com/technology/2023/11/07/kids-youtuber-influencer-camps-creators-learn-how/#:~:text=Nearly%2030%20percent%20of%20kids,States%20found%20that%20more%20than  https://www.theguardian.com/money/2023/jul/15/fake-reviews-ai-artificial-intelligence-hotels-restaurants-products  https://www.cosmopolitan.com/uk/beauty-hair/celebrity-hair-makeup/a23505391/netflix-youtube-beauty-industry-documentary/