Ulta Beauty faced a huge public backlash after a recent marketing email gone horribly wrong. The company invited its customers to “Hang with Kate Spade” to promote a collaboration with the brand. Kate Spade died when she committed suicide by hanging herself. Ulta has now addressed the controversy.
CNN shared an email sent to newsletter subscribers, Ulta Beauty apologized for the mistake. The company said steps are being taken to make sure something like this never happens again. The email stated that they are committed to doing better.
“Ulta Beauty recently sent an email featuring Kate Spade New York Fragrance where a very insensitive choice of words was used by mistake. For this, we are deeply sorry. This was a mistake, does not reflect our values and we are taking steps to ensure it does not happen again.
It was certainly not reflective of the deep respect we have for Kate Spade, her family and the Kate Spade New York brand and brand teams. Mental health is a very serious issue and we apologize to the Spade family, our brand partners and our guests as this mistake may have implied otherwise. We are committed to doing better.”
Twitter users destroyed the company after screenshots of the initial email went viral. Now, they are trying to save face with the public. It might be too little, as thousands of people have already been offended.
Time will tell if customers forgive Ulta Beauty for their insensitive remarks. Mental health is a very serious issue that millions struggle with. A lot of Ulta customers would like to see more action than just a written apology.
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