Course: Strategies in Crisis Communication
A personal goal of mine that required the formulation of a communication strategy for crisis management in commercial cosmetics was no less critical than engagement and local-to-global awareness.
I chose this project because it allowed our team to compare Tarte Cosmetics and IT Cosmetics crisis communication strategies. The experience of working with concrete examples of case studies and stakeholder feedback broadened my views of the intricacies of public relations and problematic issues faced by ethics in corporate communication.
This exercise made me realize how crucial fairness, credibility, and adherence to cultural guidelines are in confidence-building and resolving present-day challenges.
Assignment:
“Crisis Management in Beauty Brands after Colorism Allegations“
Colorism in the cosmetics industry has been a long-standing issue brought to the forefront in recent years. In this essay, we will compare crisis communication strategies employed by two major cosmetics brands in Canada, Tarte, and IT Cosmetics, following media and public backlash regarding their limited shade ranges and exclusion of people with darker skin tones. Tarte faced criticism in 2018 when they released their Shape Tape Foundation with only 15 shades, excluding many people with deeper skin tones. Influencers and consumers took to social media to express their disappointment and frustration with the limited range, causing the brand to receive negative publicity.
Many companies in similar situations tend to create strategies geared to repair their tarnished levels of public reputation. In response, Tarte released an apology statement and promised to expand their shade range. They also released an additional ten shades, bringing the total to 25. Tarte acknowledged their mistake and took action to rectify the issue. The brand’s communication strategy was focused on transparency, accountability, and action. On the other hand, IT Cosmetics faced a similar backlash in 2016 when they released their CC+ Cream with limited shade options, leaving out people with darker skin tones. IT Cosmetics’ founder, Jamie Kern Lima, released a statement apologizing for lacking inclusivity and promising to expand their shade range.
However, the apology was criticized for lacking sincerity and failing to address the underlying issue of colorism in the industry. The brand’s communication strategy was focused on damage control rather than addressing the root of the problem and taking action. Comparing the two crises, it is evident that Tarte’s communication strategy was more effective in addressing the issue and taking steps toward inclusivity. Tarte acknowledged their mistake and took immediate action to rectify it, whereas IT Cosmetics’ response was seen as insincere and inadequate.
Tarte’s decision to expand its shade range by ten was a significant step towards inclusivity. Its commitment to expanding its shade range demonstrated a long-term willingness to address the issue. Additionally, Tarte’s communication strategy’s transparency and accountability helped rebuild consumer trust and restore the brand’s reputation. In contrast, IT Cosmetics’ apology lacked substance and failed to address the issue, leaving consumers dissatisfied and disappointed. The brand’s communication strategy was ineffective in rebuilding trust with its customers and failed to demonstrate a commitment to addressing the issue of colorism.The company also stated that it was committed to creating products that were accessible and inclusive for all skin tones. They actively engaged customers on social media, responding to feedback and concerns while demonstrating their commitment to making progress towards greater diversity. As a result of implementing this communication strategy, the firm forged a good relationship with its customers and used social media tools to collect as much feedback as possible, which was implemented in the company’s product offerings.
In conclusion, colorism in the cosmetics industry has been a significant issue for years, and brands must prioritize inclusivity and diversity in their product offerings. The crisis communication strategies employed by Tarte and IT Cosmetics in response to their respective crises demonstrate the importance of transparency, accountability, and action. Tarte’s swift action in expanding its shade range and commitment to long-term inclusivity helped to rebuild consumer trust and improve the brand’s reputation. In contrast, IT Cosmetics’ lackluster apology and failure to address the issue’s root left consumers feeling dissatisfied and disappointed.
Moving forward, it is essential for cosmetics brands to prioritize inclusivity and diversity in their product offerings and to employ effective crisis communication strategies in the event of a crisis. The cosmetics industry has the power to promote diversity and inclusivity, and brands must take action to address colorism and other issues of discrimination in the industry. Ultimately, it is clear that effective crisis communication requires more than just issuing a statement or apology. Companies must be willing to engage with customers, listen to feedback, and demonstrate a genuine commitment to making progress toward greater diversity if they want positive results.
By doing so, they can avoid damaging their reputation and rebuild trust among consumers who may feel excluded or disregarded by their products. Both companies have learned important lessons from these experiences and are now better equipped to handle colorism-related issues in the future.
Works Cited
Colourism in the Beauty Industry. The Courier Online. (n.d.). Retrieved March 15, 2023, from https://www.thecourieronline.co.uk/colourism-in-the-beauty-industry/
Moné, B. (2018, July 30). 4 times beauty brands were dragged for having a ‘limited’ range of Foundation. Insider. Retrieved March 15, 2023, from https://www.insider.com/beauty-brands-called-out-for-not-enough-foundation-shades-2018-7