how not to handle PR crisis

Election sunscreen saga long -term first person wanted explanatory– Think of pieces And negotiations plenty of. It started with everything release research 20 of the popular Australian sun cream does not mean independent SPF test standards of the organization.

Research collected by ABC and packaged in a viral social media clip, to create While Australia is known as one of the best in the world, some of the most expensive products on the market have performed the worst performance in the election test.

In particular, a product, Ultra Violette’s Lean screen SPF50+ Mattikating Sun Cream (sold for $ 52 for $ 75ml), only four and five of them returned to a SPF degree in a follow -up test in Germany. Ultra Violette has been released in 2019.cult“Skin Care brand defined Only two months ago Good Weekend Article containing “miracle formula”.

Founding partners Ava Chandler-Matthews and Bec Jefferd come from the product development team in Mecca, Beauty Giant, especially Mecca’s in-house Cosmetia to save the SPF 50+ moisturizing sunscreen. Australia beauty retail chain does not carry ultra violette, opponent Sephora, A French beauty retailer with a worldwide 2,700 stories.

In response to ABC, Ultra Violette said that his test found that his own test had a SPF degree and rejected selection findings. Company’s statement Sydney Morning Herald The test result of the SPF 4 was called “scientifically impossible ve, and as a statement for the results, it increased the likelihood of“ a mixture of human error and samples ..

While the likes of the Cancer Council committed to re -testing its products after the reports, Ultra Violette took to the Social Media in eight minutes and went to the Public Relations Attack. clip. The video explained that the brand’s selection test, methodology and mineral sunscreens (how ultra -violette sunscreen, how other products with bad results in the selection test) are more indecisive than chemical sunscreens, and that they are reactive to actions such as Decanting, which is a feature of the test procedure.

However, Chandler-Matthews’ response to social media is perhaps another issue whether the company secures the customer base during the crisis.

PR Specialist and Marketing Strategist Toby Ralph, Crirase Chandler-Matthews, “an industry-wide drama, and the tests do not agree with the same agreement with a technical description of a singular brand crisis,” he said.

“This was a reliability crisis and it was a calm assurance that your skin should be safe with us’. It did not guarantee complexity, confused, and defending the eight -minute agitisy was a high risk of a low potential reward. If you explain, you lose.

“Just when we wanted to know, he gave us a boring instagram science: am I going to burn it on the beach? He went to PowerPoint, but I should have done a post-it.”

Ralph said that Chandler-Matthews will benefit from a less proactive response, and instead, germek allow reliable third parties to make heavy lift ”and minimizing visibility for the brand as well as crisis images.

“Rebuttal gave oxygen to the issue and put the brand in front and center of industrial reliability. The spread defense kept life support much longer than necessary. Visibility – reels, commentary answers, media statements – the audience was sure that something was wrong and that Ultra Violette was in the gun.

“Now the election tests are wrong and the apron can be taken into action to sort in rooms filled with apron and expensive people in the wig, but this is later. For now, Ultra Violette’s rivals must be quietly grateful for the heroic bullets of another brand.”

Ultra Violette did not answer to comment on time for broadcasting.

The problem of self -testing, whether the government organ responsible for regulating sunscreen is a flaw in its systems, whether there is a defect within the scope of Saga.

Election General Manager Ashley de Silva told nine articles that TGA did not perform spot checks to verify that the test results were correct, and TGA spokesperson. Crirase TGA can do random random or targeted examinations of drugs listed in Australian therapeutic goods, including sunscreens ”.

Record is open to the public database All therapeutic goods that can be provided in Australia.

The TGA spokesman said that he was conducting the testing of their own sunscreen products ”.

“According to the Australian standard (AS/NZS 2604), the in -house laboratory includes the content of the large spectrum performance test and the content of the active ingredient test.