Chloe opened the session with this line and then immediately qualified it in a way that made it more interesting rather than less.
She was not saying viral products do not work. She was saying that virality and efficacy are measured by entirely different systems and almost never in conversation with each other. A product goes viral because of a moment — a transformation, a texture, a claim, a creator reaction — that is optimised for a three-second hook on a vertical video format. Whether that product then delivers on the promise of that moment for a specific skin type, used consistently over a realistic time period, under real conditions — that is an entirely different question that most viral content has neither the format nor the incentive to answer.
What Chloe does is answer the second question. Which is why the room was full before she had opened a single product.
