Additionally, the FAQ page they are sending customers to does an excellent job of educating and addressing the issues. They are friendly in tone and personal in nature as often as they can be. My team has managed social channels for skincare, haircare and color cosmetics brands, and when customers are angry about a product, they don’t shy away from letting you know in the comments of each post.įrom what I have seen, I believe Kosas is doing a good job of responding to complaints. When a beauty brand has product issues pop up, it tends to spread like wildfire, especially in comments on social media. Sonia Elyss Founder and Digital Marketing Strategist, Sonia Elyss Consulting ![]() However, we ensure all high-risk products are preserved appropriately with a broad-spectrum, low-risk preservation system to avoid this exact scenario that Kosas is experiencing. The risks of potential contamination and product degradation increase quite a bit.Īt KKT Consultants, we stay away from phenoxyethanol whenever we can. With regards to the formula itself, this is a great example of what may happen if the industry moves away from broad-spectrum preservatives like phenoxyethanol entirely. They need to be replaced three months after opening in order to avoid infection. Products like this are considered high-risk products. These are hard to control and monitor over time, especially if the product has a doe tip that touches non-sterile skin every day, it introduces bacteria in the product at every use. However, their strength and efficacy are affected by many factors, including formulation pH and electrolytes. All three of these preservatives, although not broad-spectrum by themselves, have shown good synergy and broad-spectrum effect when paired together. This formula contains three different preservatives: sodium benzoate, potassium sorbate and phenethyl alcohol. Krupa Koestline Founder And Clean Beauty Formulator, KKT ConsultantsĬoncealers or any makeup products with high use and high pigment loads can be difficult to preserve properly. So, for the latest edition of our ongoing series posing questions relevant to indie beauty, we asked 11 PR professionals, marketing specialists, cosmetic scientists and doctors the following questions: How do you think Kosas should respond to this situation? What lessons should indie beauty brands draw from it? ![]() On Instagram, it wrote, “As a clean makeup company, we take the quality of our products very seriously and everything must pass rigorous testing to bring a product to market.” We were curious about beauty, public relations and marketing experts’ takes on the Revealer Concealer ordeal and Kosas’s behavior during it. In its reply to journalists seeking comments on the allegations, Kosas is directing them to a product FAQs section on its website, where it says, “We use safe, effective preservatives and antimicrobial stabilizers which prevent against mold, yeast and pathogens.” The brand isn’t ignoring criticism on social media about possible problems with preservation that could’ve led to mold. Worse, it later had “black spots” and caused a burning sensation when applied. The TikTok stir follows allegations made on Reddit in June 2022 by a self-professed fan of Revealer Concealer who discovered a sample had a “blue cheese” stench after nine months. 30 that her entire FYP or For You Page was about the Kosas concealer “growing mold, expiring fast, smelling like crusty feet, and causing acne.” She chucked the product in the trash. ![]() A TikTok user with the handle shared on Jan. Large TikTokers such as Meredith Duxbury, who has 1.3 million TikTok followers, Mikayla Nogueira, who has 14.4 million TikTok followers, and Stephanie Valentine, better known as Glamzilla, who has 1.7 million TikTok followers, plugged it, and shout-outs from Hailey Bieber, who has 11.1 million TikTok followers, didn’t hurt. One of the concealers was being sold every minute. TikTok has been instrumental in Revealer Concealer’s success, and a #YourSkinRevealed campaign the brand ran on the platform from September to October last year to promote the product racked up more than 13 million views across 115 videos. Released in 2020, clean beauty brand Kosas’s Revealer Concealer became a smash hit last year as plastered-on complexion makeup was sidelined in favor of natural-looking, skin-enhancing foundations and concealers.
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