Biore is apologizing for using a shooting survivor in a TikTok campaign. This all started when influencer Cecilee Max-Brown posted a video sponsored by the skincare brand as part of the company’s campaign for Mental Health Awareness Month. And Max-Brown recently graduated from Michigan State University, which in February this year, experienced the tragic incident that left three people dead. And in her video, Max-Brown talked about the challenges she faced in the last year, seemingly comparing clearing the blackheads from your nose to clearing your mind of the PTSD she faces. The video was posted last week but has since been removed after landing tons of criticism from people accusing the company of using the incident to sell its products, calling it soulless. With this all prompting Biore to issue an apology this week, writing that for several years it has partnered with influencers who have experienced anxiety and depression to reduce mental health stigmas, as mental health is one of their consumer’s biggest priorities, but adding: “This time, however, we did it the wrong way. We lacked sensitivity around an incredibly serious tragedy, and our tonality was completely inappropriate. We are so sorry.”
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Produced by: Cory Ray, Philip DeFranco
Edited by: James Girardier, Maxwell Enright, Julie Goldberg, Christian Meeks
Art Department: William Crespo
Writing/Research: Maddie Crichton, Philip DeFranco
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#Biore #TikTok #Beauty
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