An incident involving TWICE’s Sana recently landed YSL Beauty in hot water. The cosmetics firm showcased images of Sana, their ambassador for Japan, on their official Instagram on July 13.
Photos from the ‘YSL Loveshine Factory’ pop-up event in Tokyo featured Sana. What was supposed to be a successful exhibition descended into turmoil, forcing YSL Beauty to apologise.
The Incident
When YSL Beauty‘s Instagram picture with Sana received a ton of comments, that’s when the trouble started. A specific statement made an unfavourable comparison between Sana and Rose from BLACKPINK, implying that Rose was a better brand ambassador.
The social media team at YSL Beauty saw the comment and quickly responded with a heart emoji. The fan base of TWICE and others were incensed by this straightforward response.
Public Reaction
As soon as they saw YSL Beauty’s response, fans expressed their dissatisfaction.
The heart emoji, in the opinion of many, was improper and disrespectful to Sana.
The backlash was immediate, with followers calling for YSL Beauty to issue an apology.
YSL Beauty Apology
After seeing how serious the situation was, YSL Beauty decided to take action. They apologized in public to Sana and her supporters and took down the contentious remark.
Reiterating the brand’s respect and gratitude for Sana’s role as their ambassador was the goal of the apology.
The reaction from YSL Beauty emphasizes how crucial cautious social media management is, particularly for international firms with a wide range of customer bases.
The episode serves as a warning that even seemingly insignificant actions—like responding with an emoji—can have profound effects.
YSL Beauty’s apology was ultimately a vital step in mending fences with TWICE’s fan base and demonstrating support for Sana.
The episode emphasizes the importance of social media and the necessity for firms to exercise caution while interacting with customers online.
