Digiday+ Member Article

When personal care giant Johnson & Johnson tapped style influencer Scarlett Dixon (aka Scarlett London) to promote its Listerine Advanced White mouthwash in early September, the company nor Dixon could have imagined the social media outrage that followed.

On Instagram, Dixon posted a so-called natural picture of herself surrounded by heart balloons, strawberries and pancakes and emphasized that the aforementioned mouthwash was part of her normal morning ritual. Her caption read: “My morning routine is now live on YouTube — and while I don’t show you my real bed hair (trust me, it’s not pretty), I do give you a little insight into how I start my day in a positive way. Head over to my stories for a swipe up link — and let me know what you think! It features my morning habit of rinsing with Listerine Advanced White to help whiten my teeth.”

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