Everyone loves a good beauty brand. I know that for me, browsing the isles at Sephora or Ulta is like a dream come true. Everyone has that one brand that always gives them exactly what they want to feel beautiful. For many people, that brand is Benefit Cosmetics. Unfortunately, some of the beauty buffs of the world are changing brands after some body-shaming tweets were sent out by the BC UK account just last month. As the tweets spread, there is more and more talk of people shielding their eyes as they pass Benefit on their strolls down the beauty isles.
(via: Twitter)
Benefit participated in a hashtag trend called "Make A Movie A Fatty." Obviously, for a beauty brand, this isn't the best decision. People buy makeup because it makes them feel beautiful, and no one should ever feel that they are being attacked for their appearance by a company that calls themselves a "beauty" brand. Instantly, followers and customers were upset and tweeting back at Benefit to let them know if that's how their company feels, they will look for their beauty products elsewhere.
(via: Twitter)
Benefit chose to continue the body-shaming hashtag challenge with yet another post before addressing their follower's concerns. Many of their followers felt like this was an insincere apology: "Hey Benebabes, we're only having a little fun getting involved in the trends as we always try to do." Sounds more like what the bullies in grade school say if you ask me, and rightfully so; the "Everyone else was doing it" excuse didn't cut it for the "Benebabes."
(via: Twitter)
Seventeen hours later Benefit tried to make an official apology, but it was still too little, too late. Thousands of Benefit users and followers had already sent in tweets, emails, and phone calls to the company expressing their concerns. It seems that the apologies, while late, also were never taken any farther than Twitter. The Benebabes needed more, and definitely deserved it. Four hours later they sent out another tweet with the same apology explaining the hashtag. Many followers tweeted back that explaining something does not excuse it. They asked why that trend and not any other of the thousands of hashtags floating around twitter?
(via: Twitter)
In retaliation, the new hashtag trend became "Boycott Benefit." So, you decide whether you give the Benefit isle the cold (fabulous) shoulder the next time you're browsing for the sake of your brows. I know I will!
