A social media influencer who survived a school massacre referenced the tragedy in an ad for a skincare brand, drawing criticism from the public.
After a TikTok video featuring Michigan State University student Cecilee Max-Brown marketing Biore's pore strips went viral, both Max-Brown and Biore issued public apologies.
Bringing up a Tragic Shooting Happened Months Ago
In the viral video, Max-Brown says, "Life has thrown countless obstacles at me this year, from a school shooting to having no idea what life is going to look like after college. She seems to be referring to the incident that occurred in February at Michigan State, when a shooter opened fire on campus, resulting in the deaths of three people and injuries to many more.
The advertisement continues with Max-Brown saying that in honor of Mental Health Awareness Month, she is teaming up with Biore Skincare to "strip away the stigma of anxiety."
Although the TikTok video has been taken down from the influencer's profile, it has been saved and shared by others. According to CBS News, many people thought it was inappropriate to use a school shooting in a commercial for a product.
As of Monday, May 22, Max-Brown had uploaded a second video on TikTok; in it, she issued a written statement apologizing for the earlier video. She explained that its sole purpose was to highlight the difficulties she had experienced with anxiety after the school tragedy.
Max-Brown clarified that the ad was not suggesting that the Biore strips made her problems go away.
"I did not mean to desensitize the traumatic event that took place as I know the effects it has had on me and the Spartan community," the statement reads.
See Also : Statement from President Joe Biden on Five Years Since the Shooting at Santa Fe High School
An Aid for Anxiety and Other Mental Health Issues?
Last week, Biore issued an apology. It said that, over the last four years, the company has helped influencers who deal with anxiety and other mental health disorders by sharing their experiences.
"Our consumers have told us that mental health is one of their biggest priorities, and it is so important for us to be able to provide meaningful support to them around this issue. This time, however, we did it the wrong way. We lacked sensitivity around an incredibly serious tragedy, and our tonality was completely inappropriate. We are so sorry," as stated in a Facebook post.
Biore has also acknowledged responsibility, saying they "own it."
Like many so-called influencers with significant followings, Max-Brown, who has 27,700 followers on TikTok, is paid by firms to advertise their goods. The New York Times said the firm has reached out to Max-Brown many times since the video went viral. A spokesperson has assured her that she will continue to get support from the brand.
