In today’s fast-paced world of social media, advertisers often struggle to strike a balance between creating catchy, attention-grabbing campaigns and maintaining sensitivity towards current events. However, the consequences of crossing that line were made starkly clear when a recent advertisement for skincare brand Bioré made headlines for all the wrong reasons.
In a now-deleted TikTok video, social media influencer Cecilee Max discussed how the mental health toll of a school shooting had affected her, before seamlessly transitioning into a promotion for Bioré’s new line of skincare products. The backlash was immediate and fierce; many criticized both Max and Bioré for trivializing a horrific tragedy for the sake of profit.
To their credit, both parties issued apologies – Max acknowledging that her actions had been “reckless” and Bioré stating that they were “deeply sorry for any hurtfulness caused.” Yet those apologies highlight a bigger issue: that in the rush to make content go viral, advertisers often forget that behind every news headline or trending hashtag lies real pain and trauma.
The consequences of this type of advertising can be devastating. Beyond the immediate outrage and negative publicity, there is also the potential harm done to those directly impacted by the tragedy being referenced. For those who have lost loved ones or otherwise suffered in the aftermath, seeing their pain used as a marketing tool can be incredibly triggering and damaging.
As consumers, we have the power to hold brands accountable for their actions and to demand better. While some may argue that this type of controversy is just the price of doing business in the social media age, it’s important to remember that there are human lives at stake. We must all strive for greater empathy and awareness, and to never forget the weight of the words we choose to use.
