Skincare brand Bioré apologized this week after facing criticism that paid social media posts promoting its products trivialized and exploited the issue of gun violence in the United States.
In a Biore-sponsored TikTok, Michigan State University alumnus and influencer Cecily Maxbrown shared how the February campus shooting affected her mental health, along with stressors such as her post-college career. While narrating the video, he talked about how it had an impact. These show how she alternates between exercising, resting, and using skin care products.
The video was quickly removed on Friday, less than 24 hours after it was posted, as social media users said the video was insensitive, citing the video’s hilarious nature and focus on skin care. This is because he pointed out the surprising contrast with tragedy.
Max Brown said the Michigan state shootings in February caused him to have anxiety attacks and filled his campus with “fear.” Three students were killed and five injured in the shooting.
The company apologized for the video on Sunday, saying it “had no consideration for the incredibly serious tragedy” and “completely inappropriate tone”.
The company said it “disappointed the community and let the creators down by not providing better guidance.”
A spokeswoman said Max Brown’s video was part of a larger campaign for mental health awareness and was not directed to talk about a specific experience, giving Max Brown a “personal and truthful experience.” , urged us to talk unfiltered.” “
Biore said it reviews all creators’ content, but in principle “does not edit or censor content” specifically related to mental health.
Posted by Max Brown Written apology on TikTok “The future will be smarter,” she said on Sunday. She didn’t respond to a request for comment.
Max Brown, who graduated this month, said in a video: “Life has faced countless obstacles this year, from the school shooting to having no idea what life will be like after college. ‘ said. “We are partnering with Biore Skin Care to support Mental Health Awareness Month and remove the stigma of anxiety.”
“I want you to go all out,” she continues. “It’s not just what’s in your pores, but most importantly, what’s in your heart.”
A video follows, with Max Brown discussing the tragic reality of school shootings in the United States before suddenly returning to paid promotions, saying, “Join me and Biore Skincare in speaking out about mental health.”
“This partnership was never meant to end as a product that would solve a conflict I’ve had since the event,” Max Brown said in an apology on Sunday. “Rather, partnering with brands to spread awareness of what I and many other students are working on.”
The company apologized for the video on Sunday. The video 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 experience after a car accident, becoming a mother, and being bullied.
Biore sorry for the weekend on your social media accounts. In an emailed statement, the company said its customers prioritize mental health and that it has worked to reflect those values over the past four years.
A representative for Biore said the company has been in contact with Max Brown several times since the video was posted and will continue to offer her assistance. A representative declined to say how much Max Brown was paid for the post.
The video was posted just before the one-year anniversary of the Uvalde, Texas elementary school shooting that killed 19 students and two teachers. According to reports, there have been more than 230 mass shootings in the United States this year. gun violence archivesa nonprofit research group that tracks gun violence.
As of Monday morning, Max Brown has more than 27,600 followers on TikTok, where he posts videos about college life, makeup, height, and more. She has made partnership videos with other brands in the past, including one with Biore, and she also posted about the shooting in February.
In a two-minute video that was posted the week of the shooting and has since been deleted, Max Brown described the shootout and said people “should be more concerned about protecting guns than protecting people’s guns.” He complained about ‘choosing’. It is alive. “
“I don’t want people to go through this in their lifetime,” she said in the video. “It sucks. I haven’t slept in days because all I can think about is literally killing the students I know.”
