Companies should tread carefully when capitalizing on the occult.

Companies should tread carefully when capitalizing on the occult. Appropriating the supernatural without care can trivialize traditions, as Sephora recently proved. The beauty retailer pulled plans to launch a “starter witch kit” from Pinrose on their site after sparking backlash for hodge-podging sacred objects from different cultures together. And while many witches are happy to spread the word about their beliefs, the marketing misstep is just one example of how brands need to look to experts before cashing in on young consumers’ interest in Practical Magic. (Vox)