An influencer was called out for referencing a school shooting in her sponsored TikTok about skin care. In a sponsored post for Bioré skin care, Michigan State University graduate Cecilee-Max Brown shared how the recent shooting on campus affected her mental health. The video didn’t sit right with viewers, though, who found the contrast between the upbeat nature of the video and the mention of a serious tragedy insensitive. The brand says the campaign intended to allow influencers to share “authentic and unfiltered” stories in order to promote open conversations about mental health—but viewers were uncomfortable with the videos still advertising their skincare products. Both Max-Brown and the brand issued apologies, with Bioré stating it, “let our community down and we let our creators down by not providing better guidance.” Young people are quick to call out brands and public figures who don’t meet their standards, but YPulse data shows 49% of young people say they feel they can trust a brand more when they’re honest about making a mistake. (NYT)
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