Can we talk about that skincare brand's double apology this week?

So last Thursday I saw this indie skincare brand post a weird ad that looked like it was made with AI stock footage. It got called out fast. Then they put up a short apology saying 'we messed up.' But the next day they changed the whole story claiming the ad was always meant to be 'abstract art.' Now they deleted the first apology. Which side is real? The quick mess up or the cover up? Anyone else think apologizing twice in 48 hours makes things worse?

2 comments

2 Comments

ryan_gibson8411d ago

Notice how this double apology thing keeps happening everywhere now, not just with brands but even with people I know in group chats who post something dumb, delete it, then claim they were joking. It's like everyone these days thinks two wrong messages somehow make a right, but really it just shows they're panicking instead of being honest the first time. Quick apologies that get deleted always look worse than just owning the first mistake and moving on.

briancarter11d ago

Own the first mistake" - why would a brand even have a second version of the truth ready to go?