Benefit Cosmetics takes heat for participating in ‘fat-shaming’ hashtag
The brand’s UK Twitter team apologized several times after customers criticized its participation in Twitter trend #MakeAMovieAFatty.
The social media team came up with several movie titles to participate in the hashtag:
Almost immediately, Twitter users began accusing the brand of fat shaming.
The company’s first response came in the form of a non-apology:
Lovely Benebabes. We always get involved in hashtags that are trending. We are not poking fun at anybody. #laughteristhebestcosmetic xx
— Benefit Cosmetics UK (@BenefitUK) July 6, 2015
Then it issued an actual apology:
In relation to our previous tweets on movie titles we apologise for any offence caused; we’re truly sorry.
— Benefit Cosmetics UK (@BenefitUK) July 6, 2015
At this point, the United States Benefit Cosmetics brand team stepped in to distance itself from the U.K. team:
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