Biore and Influencer Apologize After School Shooting Ad
Skin care brand Biore apologized this week after facing criticism that a paid social media post advertised its products and exploited the issue of gun violence in America.
Cecily Max-Brown, an influencer and graduate of Michigan State University, posted a TikTok sponsored by Biore in which she talked about how a shooting on campus in February affected her mental health, as well as her post-college career. Told about stress videos like career. In which it is shown that she alternates between exercise, rest and skin care products.
The video was quickly removed on Friday, less than 24 hours after it was posted, after social media users said it was insensitive and criticized for the video’s upbeat nature and focus on skin care and the tragedy that accompanied it. Between commented shocking contrast.
Ms Max-Brown said the Michigan State shooting in February caused her anxiety attacks and filled her with “terror” on campus. Three students were killed and five others were injured in the firing.
The company apologized Sunday for the video, saying it “lacked sensitivity around an incredibly serious tragedy” and that its “colorfulness was completely inappropriate.”
The company said it “lets our community down and we let our creators down by not providing better guidance.”
A spokesperson said Ms. Max-Brown’s video was part of a larger campaign for mental health awareness and that it did not instruct her to speak about any specific experience, but rather Ms. Max-Brown was “in her personal, authentic and unfiltered self.” Was encouraged to give the story.
Biore said it reviews all creator content, but as a general rule “does not edit or censor content,” particularly those related to mental health.
Ms Max-Brown posted a written apology on TikTok on Sunday and said she would be “smarter in the future”. He did not respond to a request for comment.
Ms. Max-Brown, who graduated this month, says in the video, “Life threw countless obstacles at me this year – from school shootings to having no idea what life will be like after college.” “In support of Mental Health Awareness Month, I am partnering with Biore Skincare to remove the stigma of anxiety.”
“We want you to get it done,” he continues. “Not only what’s in your pores but most importantly what’s in your mind.”
As the video continues, Ms Max-Brown discusses the distressing reality of school shootings in the United States, before the tone suddenly shifts back to paid promotion and she says: “It’s hard for me to speak about mental health.” And join Bioré Skincare.”
In her apology on Sunday, Ms Max-Brown said, “This partnership was not intended to appear as a product that would heal my struggles since the incident,” she said. “Rather, partnering with a brand to spread awareness of what I and so many other students are dealing with.”
The company apologized Sunday for the video, which was one of several posted by various influencers as part of the company’s campaign for Mental Health Awareness Month in May. In other videos, influencers talk about the anxiety and stress they experienced after a car accident, becoming a mother, and being bullied.
Biore apologized over the weekend on his social media accounts. In an emailed statement, the company said its customers prioritized mental health and had worked to reflect those values over the past four years.
a Biore representative
said the company had been in contact with Ms. Max-Brown more than once since the video was posted and planned to continue providing assistance to her. The rep declined to say how much Ms. Max-Brown was paid for the position.
The video was posted just before the first anniversary of the elementary school shooting in Uvalde, Texas, that left 19 students and two teachers dead. There have been more than 230 mass shootings in the United States this year, according to the Gun Violence Archive, a nonprofit research group that tracks gun violence.
As of Monday morning, Ms Max-Brown had more than 27,600 followers on TikTok, where she posts videos about college life, makeup and being tall. She’s done other brand partnership videos in the past, including Biore, and also posted about a shoot happening in February.
In a two-minute video that has since been deleted weeks after the shooting, Ms. Max-Brown talked about what it was like during the shooting and shared her frustrations with how people were “choosing to protect the gun , as much as you can to protect people’s lives.”
“I don’t want people to ever have to experience this in their lives,” she says in the video. “It sucks. I haven’t slept for days because all I can think about is fellow students I know are literally being killed.