Given how much consumers rely on product reviews-a seemingly sacred space for getting honest feedback-this social media snafu invites the question “Whom should people trust in the beauty industry?” In an age where consumers value authenticity and demand transparency, the proliferation of fake product reviews and “sponcon” has created a certain level of mistrust. In the end, the FTC banned the company from posting fake reviews but didn’t impose any fines. “If you notice someone saying things like I didn’t like ‘x’ about it, write a review that says the opposite.” The email went viral after a screenshot was also shared by social media watchdog Estée Laundry, which is considered the beauty industry’s version of Diet Prada. “We need to make sure the reviews for clients stay positive and help generate confidence in the products,” read the directive. In October 2018, a former employee shared a leaked email from the company on Reddit that encouraged employees to write positive reviews and disapprove negative ones.
Federal Trade Commission (FTC) after it was revealed that the company’s employees had been posting fake positive reviews of its products on Sephora’s website to help boost sales.
Last year, cult favourite skincare brand Sunday Riley settled an investigation with the U.S.
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