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Per sopravvivere nel duro mondo dei social bisogna avere la pelle dura e sapere fare spallucce di fronte al fango che tanti utenti, ma anche i professionisti, sparano nel ventilatore dei propri post. Insomma ci vuole una spregiudicatezza che forse non ha una come Clio Zammatteo, conosciuta sul web come ClioMakeUp e diventata famosa anche per la sua schiettezza. L’imprenditrice, pure abituata alle critiche dei follower, si è infatti lasciata andare a un lungo sfogo sui social parlando di quanto sia cambiato il mondo delle influencer in questi ultimi 15 anni: un mondo di squali diventato "tossico" nel quale non si riconosce più.
Gli esordi in cui i social erano un mondo vergine
"Quello che ho visto negli ultimi anni, me ne rendo sempre più conto ma ho cercato di nasconderlo innanzitutto a me stessa - dice sconfortata - è che non posso più essere la Clio di prima, perché il mondo del beauty sul web è diventato un mondo un po' di paura. Soprattutto per persone con il mio carattere e il mio modo di fare". ClioMakeUp ripercorre la sua carriera da quando ha iniziato nel 2008 a fare tutorial di trucchi, fino al 2017 quando con i soldi guadagnati come influencer ha fondato un suo marchio "da sola senza l'aiuto di nessuno".
Il dolore per gli attacchi ricevuti
"Ho cominciato - ricorda - facendo anche recensioni negative, dicevo quello che mi piaceva e quello che non mi piaceva e questo era quello che più apprezzavate. Potevo farlo perché le mie parole non venivano manipolate. Non c'erano giornalisti e altri influencer che prendevano le tue parole e le rigiravano e le usavano per attaccarmi". Ora invece l'influencer veneta ammette di aver paura di dire la sua perché qualsiasi cosa viene "usata per creare hype e fare click".
Quando la competizione uccide
Secondo Clio esiste un problema specifico legato al nostro Paese. "In Italia la competizione - sottolinea - non è sana, anzi è mirata a uccidere gli altri brand". E ancora: "Quando esci con un prodotto nuovo, parte subito il confronto con quello che fanno gli altri, e il confronto va bene, ma poi arriva il massacro". A questo punto lo sconforto prende il sopravvento e Clio arriva a dire che “la vita è una mer…” perché a parte le sfide del quotidiano e la sana concorrenza si trova a dover affrontare l’astio altrui in inutili battaglie per la sopravvivenza: un modo di fare cui lei intende evidentemente sottrarsi. “Non me ne frega niente di essere la più bella, la più ricca, la meglio vestita o quello col viso più liscio. Io voglio parlare alla mia community di persone reali che come me ogni giorno combattono per andare avanti nella propria vita, con i giorni di merda e i giorni belli e che vogliono dei prodotti onesti”.
Fragile e impaurita
Clio confessa di sentire anche il peso di essere un’imprenditrice con tante persone che dipendono dal suo lavoro: “Devo combattere anche per chi lavora per me e che mi vede così fragile così impaurita. Ma buttarmi nella bolgia dei combattimenti non mi fa stare bene. La comunicazione oggi è cambiata moltissimo e la gente ha paura di dire la verità. Ma io non voglio lavorare così, io non sono ma scesa a compromessi, invece il mondo del web oggi è pieno di leccaculo”. E ancora: “Voglio lasciare fuori tutta la tossicità che c’è, con il mio modo di fare io spero di portare la bellezza in modo delicato”. Ma alla fine del lunghissimo reel Clio non trattiene le lacrime. "Mi rendo conto che per tanti di voi sono una delusione perché ho cambiato il mio modo di essere per omologarmi a quello che è il mercato, soprattutto qui, e il fatto di essere così non mi fa essere me stessa al 100% perché sto mentendo in primis a me", conclude.
“Pochissime persone sono così trasparenti”
Questo sfogo ha suscitato tante reazioni da parte delle e fan e se c’è chi si dispiace, c’è pure chi la incoraggia: “In tantissime state scrivendo ‘mi dispiace vederti fragile’. Io trovo che invece stia dimostrando una forza incredibile, altro che fragilità. Pochissime persone sono così trasparenti, schiette e hanno il coraggio di mostrare che qualcosa lo scuote”.
E c’è anche chi la invita a considerare un pregio ciò che per tanti è una debolezza: “Clio, tu lo sai, pensare di cambiare il web è una battaglia contro i mulini a vento. Quello che conta (e l’unica cosa che puoi veramente controllare) è come gestire il tuo modo di essere. Essere rimasti fedeli ad un modello che, per le nuove tendenze, può essere considerato obsoleto solo perché semplice, chiaro e onesto, non è un difetto ma un pregio per chi ti segue con affetto. Chi se ne frega se qualcuno crea polemiche inutili, c’erano prima e ci saranno sempre. Sai quanto mi dispiaccia vederti così fragile. Dobbiamo essere pronti ed energici per affrontare le altre sfide della vita (ce ne saranno sempre tante)” E alla fine il consiglio che vale per tutti, sempre: “Il web? Lasciamo che parli e, forse, ascoltiamolo meno”.
