Antonio Mcgowan
Ulta Beauty faced significant backlash in May 2022 for sending out an email advertisement promoting its Kate Spade perfume with the subject line Come hang with Kate Spade. The company was criticized for alluding to the fashion designer's suicide in 2018, with many calling the wording and timing insensitive, especially since May is Mental Health Awareness Month. Following the backlash, Ulta issued an apology, expressing deep regret for their insensitive choice of words and affirming their respect for the Kate Spade brand and its contributions to the beauty and fashion industries.
| Characteristics | Values |
|---|---|
| Nature of the email | Insensitive, tone-deaf, poor choice of wording |
| Subject line | Come hang with Kate Spade |
| Product promoted | Kate Spade New York Fragrance |
| Company's response | Apologetic, acknowledging the mistake, assuring to do better |
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What You'll Learn
Ulta's email promoting Kate Spade perfume
Subject: Come hang with Kate Spade
Dear [Name],
We are thrilled to announce the launch of the newest Kate Spade perfume, now available at Ulta Beauty! As a beloved New York designer, Kate Spade has always brought joy to the beauty and fashion industries. Experience the charm of New York City with this fun, joyful, and feminine fragrance that embodies the true Kate Spade woman.
This fragrance, Kate Spade New York Eau de Parfum, captures the essence of the Big Apple and is perfect for any woman looking to embrace her inner charm and elegance. The scent is a delightful blend of fresh and vibrant notes, evoking the energy and spirit of the city that never sleeps.
We invite you to "come hang with Kate Spade" and discover this captivating fragrance for yourself. For a limited time, enjoy exclusive discounts and promotions on the entire Kate Spade fragrance collection at Ulta Beauty. It's the perfect opportunity to treat yourself or stock up on gifts for your loved ones.
Remember, at Ulta Beauty, we are committed to bringing you the latest and greatest in beauty and self-care. We hope you'll fall in love with the new Kate Spade perfume as much as we have.
Sincerely,
The Ulta Beauty Team
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The backlash Ulta received
Ulta Beauty faced significant backlash online after sending out an email promoting its Kate Spade perfume line. The advertisement was criticized for its poor choice of wording and timing, as it alluded to the designer's suicide in 2018. The email, with the subject line "Come hang with Kate Spade," was sent during Mental Health Awareness Month in May, which many deemed insensitive and tone-deaf.
The company quickly issued an apology email, acknowledging the insensitivity of their choice of words and expressing their deepest regrets. They emphasized their respect for the Kate Spade brand and their commitment to taking the issue of mental health seriously. Ulta Beauty also apologized specifically to the Spade family, their brand partners, and their customers.
Despite the apology, Ulta Beauty continued to receive criticism and ridicule on social media, particularly from Twitter users. People expressed their outrage and disappointment in the company's oversight, especially during a month dedicated to raising awareness about mental health. Some users called out the company for its tone-deaf marketing and questioned how the marketing team could have overlooked the manner of Kate Spade's death.
The backlash highlighted the public's sensitivity toward mental health issues and the potential consequences for companies that mishandle such topics in their advertising campaigns. The incident served as a reminder for businesses to be cautious and considerate in their choice of words and timing when promoting their products to avoid causing any distress or offense to their customers.
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Ulta's apology for the email
Ulta Beauty has issued an apology following backlash over an email promoting Kate Spade perfume. The original email, which was sent to thousands of subscribers, included the phrase "Come hang with Kate Spade", alluding to the fashion designer's suicide in 2018. The company has been accused of insensitivity, particularly as the email was sent during Mental Health Awareness Month in May.
In response to the backlash, Ulta Beauty released a statement apologizing for their choice of words. They acknowledged that mental health is a serious and important issue and that their wording did not reflect their values or respect for the Kate Spade brand. They also emphasized that they are taking steps to prevent similar incidents in the future.
The full apology email from Ulta Beauty reads:
> "In an email we recently sent featuring the kate spade new york brand of fragrances, a very insensitive choice of words was used and for that, we are very sorry. We have the utmost respect for the kate spade brand and the joy it brings to the beauty and fashion industries. We're keenly aware that May is Mental Health Awareness Month. Mental health is a very serious and important issue in this country, and not something we would ever take lightly. We are working internally to ensure something like this never happens again. To the Spade family and to our kate spade brand partners, we're deeply sorry - and to our guests, we apologize for this upsetting mistake."
Ulta Beauty also emphasized that they are committed to doing better and that the mistake does not reflect their values or respect for Kate Spade, her family, and the Kate Spade brand.
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Kate Spade's 2018 suicide
On the first day of Mental Health Awareness Month in May 2022, Ulta Beauty sent out a promotional email for a Kate Spade perfume with the subject line "Come hang with Kate Spade". This was perceived as insensitive by many, as it alluded to the designer's 2018 suicide by hanging. The company faced significant backlash online, with people calling the wording and timing of the advertisement "poor".
Kate Spade, the celebrated fashion designer known for her iconic, colorful handbag line, died by suicide at the age of 55 in 2018. She was found hanged in her Manhattan apartment, and a suicide note addressed to her daughter was discovered at the scene. Spade's death shocked and saddened the fashion industry, and her family revealed that she had been dealing with depression and anxiety, and bipolar disorder.
In the aftermath of her death, there was widespread discussion about mental health and suicide prevention. Media coverage of Spade's suicide was criticized for being irresponsible and sensationalist, with excessive details about the method and contents of her suicide note. This type of coverage can have detrimental effects, as it may lead to a "'suicide contagion', where exposure to graphic details about a high-profile suicide can increase the risk of others taking their own lives.
Ulta Beauty issued an apology the day after sending the initial email, acknowledging the insensitivity of their wording and expressing respect for the Kate Spade brand. They emphasized that mental health is a serious issue and that they were committed to ensuring such a mistake would not happen again.
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Ulta's commitment to doing better
Ulta Beauty has apologized for its insensitive email promoting Kate Spade perfume, which alluded to the designer's suicide in 2018. The company faced significant backlash online, with many people criticizing the poor choice of wording and timing, as May is Mental Health Awareness Month. In response, Ulta Beauty issued an apology, expressing deep regret for their insensitive choice of words and reaffirming their respect for the Kate Spade brand and its contributions to the beauty and fashion industries. Ulta Beauty also acknowledged the seriousness of mental health issues and apologized specifically to the Spade family, their brand partners, and customers. The company stated its commitment to doing better and taking steps to prevent similar incidents in the future.
Ulta Beauty's commitment to doing better extends beyond this isolated incident. The company has recognized the impact of its actions and has expressed a genuine desire to improve. Ulta Beauty understands the importance of respecting the late designer's legacy and upholding the values that the Kate Spade brand represents. The company has demonstrated accountability by taking responsibility for their mistake and not downplaying the seriousness of the issue. This incident serves as a learning experience for Ulta Beauty, highlighting the need for greater sensitivity and awareness in their marketing and communication strategies.
As part of their commitment to doing better, Ulta Beauty has likely implemented measures to enhance their internal processes and guidelines. This includes a more rigorous review of marketing materials to ensure that all communications are respectful and appropriate. The company is probably also committed to fostering a culture of awareness and empathy among its employees, encouraging open dialogue about mental health and promoting a supportive work environment. By prioritizing these values, Ulta Beauty can ensure that their future actions and campaigns align with their commitment to respect and sensitivity.
Furthermore, Ulta Beauty's commitment to doing better likely involves a comprehensive approach to corporate social responsibility. The company has probably initiated or strengthened partnerships with mental health organizations to actively contribute to the cause. This may include fundraising campaigns, awareness initiatives, or providing platforms for mental health advocates to share their stories and resources. By actively contributing to the conversation around mental health, Ulta Beauty can play a positive role in breaking the stigma and promoting help-seeking behaviors. Ulta Beauty's commitment to doing better extends beyond mere words; it involves tangible actions that demonstrate their dedication to making a positive impact.
Ulta Beauty's response to this incident demonstrates a willingness to listen, learn, and make amends. By acknowledging their mistake and taking steps to improve, Ulta Beauty has shown a commitment to doing better and regaining the trust of their customers, partners, and the Spade family. The company has likely engaged in self-reflection and critical evaluation to ensure that their future actions uphold the values of respect, sensitivity, and awareness. This incident has likely served as a catalyst for positive change within Ulta Beauty, fostering a culture of empathy and responsibility in their business practices.
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Frequently asked questions
Ulta Beauty faced significant backlash online for sending out an email promoting its Kate Spade perfume, alluding to the designer's suicide. The advertisement used the phrase “Come hang with Kate Spade” which was a poor choice of words given that Kate Spade died by suicide in 2018, and the email was sent during Mental Health Awareness Month in May.
Ulta issued an apology the following day, expressing remorse for their insensitive choice of words. They stated that they respected the Kate Spade brand and the joy it brought to the beauty and fashion industries. The company also acknowledged the seriousness of mental health issues and apologized to the Spade family, their brand partners, and customers.
While some appreciated the apology, others remained critical. Some people on Twitter pointed out the insensitivity of the original email, especially during Mental Health Awareness Month.
Yes, in their apology, Ulta mentioned that they were working internally to ensure that something like this would not happen again. They emphasized their commitment to doing better and respecting the Kate Spade brand and its values.
The fragrance in question was the Kate Spade New York Eau de Parfum, described as a fun, joyful, and feminine scent that embodies the true Kate Spade woman.
