Let me start by saying, I know very little about this company’s products. I’ve never purchased anything from them (I don’t tend to buy makeup from businesses that don’t have much of a presence in the industry anyway). The only time I’ve ever really seen this business spoken about is online, normally through the medium of Instagram or Youtube. So I have little to say about the businesses products or brand as a whole.
However, what I do know is that most professional businesses, regardless of their size or popularity do not resort to the rather juvenile and unsophisticated manner of dealing with customer complaints by abusing them through the medium of Snap Chat.
‘No, get out of here!’ I hear you cry. ‘Surely any business isn’t that moronic!’
I can confirm that they are. Sadly.
And here is some video evidence to prove it. The first link being the victim of the whole fiasco and the second being the original snap chat clip.
As you can see from the clip, the owner of Gerard Cosmetics is certainly old enough to know better then to call a customer ‘ugly’ (UGH, such a horrible word!)
A Youtuber under the name MannyMUA733 has also been caught up in the controversy, seeing as the original clip was taken under his Snap Chat account.
Of course we all know such cooperations as Chanel and Estee Lauder would behave very differently in this situation. These businesses often have a set of rules and regulations for staff to stop negative press which could result in damaging consequences for the business and it’s sales.
For Gerard Cosmetics, the last few days have probably given them more PR and attention then the last few years of their build up (You might have heard of their Whitening Lightening products which were all the rage two years back).
But sadly, the old saying ‘any press is good press’ is not completely true.
And that is why, my friends, we shall talk about the importance of Reputation Management in Business.
Reputation Management is almost like the braces to your belt. It’s that extra protection that every business takes in order to protect themselves from potential negative press. In larger companies, it will often be a document which ensures that every single member of staff, primary those involved in the management of digital platforms, are clear on the process in which to follow if something happens within social media that damages their reputation.
Staff members are representatives of the brand. It’s like when you went on a school trip and your teacher warned you all that any bad behaviour would reflect negatively on the school. Didn’t stop some kids from being a little shit though did it?
Many businesses don’t understand how important managing the reputation is.
Gerard Cosmetics believed that by paying Youtuber’s/Bloggers for positive reviews (with lengthy contracts included) they could prevent people speaking badly of their products.
The only problem is that this isn’t real life. Everyone is entitled to their opinions and to speak freely. Not everyone is going to like the same things as each other.
I don’t like spinach. That’s my opinion. What I don’t expect is for Popeye to set up a Snap Chat account to abuse me.
Un professional is an understatement for the comments made by Gerard Cosmetics Owner.
Sometimes we say and do stuff over the internet we wouldn’t contemplate acting out in real life. When a camera is pointed at us, especially if we are the face behind a known brand, we need to act according to the way we wish to portray our company.
The reputation of this brand has now been tarnished for the foreseeable future. The hashtag #BOYCOTTGERARDCOSMETICS is now a thing. Quite simply, it’s the worst hit this company could take. Yet had they been more savvy about managing their reputation, they may have saved themselves a lot of backlash.
Businesses should always be knowledgable and aware of how they use social media.
Let Gerard Cosmetics be a lesson learnt for all companies, regardless of their sector. Understand that the customer is more important then yourself and deal with complaints appropriately. After all, they are the money makers.
And ‘UGLY’ shines out of your arse from the inside. No amount of makeup can mask an ugly personality.
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