One of the biggest trends the beauty industry has been experiencing is consumers becoming more vocal about looking for brands that share the same values and principals. However, 51% of American consumers also said they will boycott a brand based on its endorsements or affiliations with parties, candidates or political movements.
L'Oréal Paris spokesmodel Amena Khan is experiencing backlash from the latter after "anti-Israel" tweets from 2014 recently surfaced. The discovery of these tweets came just a week after Khan became the first hijab-wearing woman in a hair campaign.
A spokesperson for L'Oréal was quoted in a recent CNN article as saying, "We appreciate that Amena has since apologized for the content of these tweets and the offense they have caused. L'Oréal Paris is committed to tolerance and respect towards all people. We agree with her decision to step down from the campaign."
While it is important to consumers that beauty brands are vocal about their values, the current political climate is anything but calm. Companies need to be conscious of how they are portraying these brands.