A fragrance creator's accounts were suspended after a distributor reported his dupe videos
Noel Deyzel, known online as Noel Smells, has about 1.2 million followers on Instagram and 1.8 million on TikTok. Both accounts were suspended after videos comparing luxury fragrances from houses like Creed and Amouage with cheaper alternatives. He blamed German distributor Nobilis Group for the reports. Nobilis co-owner and CEO Udo Heuser denied targeting creators and said the company only reports what it considers illegal under German and EU comparative advertising rules. Deyzel appealed and has since regained access to his accounts.
Why it matters
Dupe comparisons are some of the most useful reviews for shoppers, and some of the most profitable content for creators. This fight is about who decides where an honest comparison ends and an unfair ad begins, and whether a brand's distributor can get a review taken down.
The story so far
Premium Beauty News reports the suspensions and Nobilis's response; Deyzel has regained access.
Creator dupe reviews are on the agenda at the Fragrance Innovation Summit in Paris