Live coverage from TikTok · refreshed daily · July 28, 2026
Tom Ford. Watched closely.
dig reads the Tom Ford conversation across social every day, and surfaces the shift comms needs to see first: the negative narrative that is starting to build.
Top emerging negative narrative · flagged by dig today
"Is Tom Ford Beauty still worth it?" A value-for-money backlash is building around fragrance: an $800 Soleil Neige whose bottle feels cheap, Lost Cherry's weak longevity, and a wave of dupe recommendations.
Why it matters: Across the past week, dig sees fragrance-value criticism moving from scattered gripes toward a shared story: that the prices no longer match the bottle, the longevity, or the experience. Creators are naming specific dupes that “last longer than the original,” and the complaints are landing on high-engagement videos. Still a minority of the conversation, but quotable and accelerating, which is exactly when comms wants to get ahead of it.
$800 for Soleil Neige - was it really worth it? The bottle feels off for the price
@gusfragrances · 139.6K views
I'll die on the hill that Tom Ford Beauty is not worth the price tag
@heythatsanna · 1.0K views
Love the Lost Cherry DNA but hate the weak performance - here's a cheaper one that lasts
@mrxscentric · 0.3K views
Trending now · pulled from dig
Narrative intelligence
Every story, scored by sentiment.
Narratives, not hashtags. dig classifies each story as positive, negative, or neutral, tells you why, and ties it to the video driving it.
Trending now · last 7 days
What people really think about Tom Ford right now.
Pre-crisis radar · for comms
The negative narratives that haven't hit yet.
Early negative signals building under the surface, so comms gets a head start before the story spreads.
Emerging signals · last 14 days
Owned content vs. UGC
Who's actually calling the Tom Ford conversation.
Creators, not the brand, are setting the tone, which is exactly why a critical narrative can build before comms sees it coming.
Owned vs. UGC reach · last 30 days
3%vs97%
@tomford owned share · creator share of Tom Ford TikTok reach (30d)
With almost all reach in creator hands, the fragrance-value critique from voices like @gusfragrances travels without the brand in the room, and the owned channel has little share of voice to counter it.
Top 6 creators · last 7 days
Product lines
Fragrance, beauty, eyewear, menswear, womenswear. Tracked.
Each line's top narrative, its sentiment, and the surprise signal comms may not see coming yet.
Portfolio signal · last 30 days
From signal to next move
The actions your team can take this week.
The narrative to get ahead of, the creator to engage, and the talking point that needs to be ready before the story moves.