Beauty company makes ugly move by participating in fat-shaming hashtag

One day, brands will learn not to chase trending Twitter hashtags. But today is not that day.

The latest corporate social-media misfire comes from Benefit Cosmetics UK, which is under fire for its crass contribution to the #MakeAMovieAFatty hashtag.

Twitter user Fish Daddy Cupcake started the hashtag to alter the names of movies to relate them to the experience of being overweight or obese. 

After the hashtag took off, Fish Daddy Cupcake tweeted that anyone complaining about it should “lighten up.” His tweet has since been deleted, but a screengrab shows the original text.

Screengrab

Whoever runs the Benefit Cosmetics UK Twitter account evidently thought this was a trend worth jumping on for viral marketing goodness.

Benefit seems to have forgotten that people of all sizes use makeup. But instead of apologizing when it was called out, it doubled down. It deleted its original tweet and then insisted in a subsequent tweet that it wasn’t making fun of anyone. After that, it finally apologized.

Benefit’s About Us page says “Laughter in the best cosmetic!” but few people were laughing after the misguided tweets.

Benefit UK did not respond to the Daily Dot’s request for comment.

Photo via Benefit Cosmetics

Jaya Saxena

Jaya Saxena

Jaya Saxena is a lifestyle writer and editor whose work focuses primarily on women's issues and web culture. Her writing has appeared in GQ, ELLE, the Toast, the New Yorker, Tthe Hairpin, BuzzFeed, Racked, Eater, Catapult, and others. She is the co-author of 'Dad Magazine,' the author of 'The Book Of Lost Recipes,' and the co-author of 'Basic Witches.'