YouTube PR: E.L.F Primer Scam

Description Of The Crisis

E.L.F, also known as Eyes Lips and Face, is an affordable makeup and skincare brand that has come under fire after a few YouTube videos surfaced recently talking about the brand of ripping off customers with their deceiving packaging. Chatter about this was documented as early as September 2016. However, gurus such as Jen Luvs Reviews and Beauty News have put out videos in the past few days debunking this myth. The truth is that the primers use a vacuum pump or an air pump and the product that is listed is exactly what you get.

E.L.F's Response

It doesn't look like E.L.F has responded to this. Honestly, I don't really think there is a call to respond to this. The backlash is pretty low and a few notable YouTube gurus have effectively debunked and disproved that the claims.

My Recommendations

I think if I were E.L.F, I would issue a small, simple statement on their website. However, because there hasn't been a huge outcry on social media, even releasing a statement seems a bit unwarranted. Ultimately, I would release a statement just to put the rumors to bed once and for all.

I will say that the claims can be perceived as quite defamatory and I can understand if the brand may want to take action. However, I really don't think this is necessary and it is quite small to the other YouTube crisis situations I will discuss later on.

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Photo by Noah Buscher on Unsplash