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.
Fat Thing You Do #MakeAMovieAFatty— Debbie carey (@BertzCarey) July 6, 2015
The Sisterhood of the Oversized Pants #MakeAMovieAFatty— Pat DaBiere (@patdabiere) July 6, 2015
Lard of the Flies #MakeAMovieAFatty— KingPenguinBand (@Kingpenguinrock) July 6, 2015
The All You Can Eat Breakfast Club #MakeAMovieAFatty— Alison Quinn (@xAliEmx) July 6, 2015
#MakeAMovieAFatty Fat and the furious— Whiskerstep (@Clawhoax) July 6, 2015
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.
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.
Lovely Benebabes. We always get involved in hashtags that are trending. We are not poking fun at anybody. #laughteristhebestcosmetic xx— Benefit Cosmetics UK (@BenefitUK) July 6, 2015
In relation to our previous tweets on movie titles we apologise for any offence caused; we're truly sorry.— Benefit Cosmetics UK (@BenefitUK) July 6, 2015
Benefit’s About Us page says “Laughter in the best cosmetic!” but few people were laughing after the misguided tweets.
@BenefitUK too little too late really. This should have been your first move. My 3 year old knows when an apology is in order.— AMY MARIE. (@helloamymarie) July 6, 2015
@BenefitUK You guys…are terrible at this. Try not to jump on board the next hashtag supporting the Confederacy "for giggles."— Budwick Holly (@forlinor) July 6, 2015
Benefit UK did not respond to the Daily Dot’s request for comment.
Photo via Benefit Cosmetics