A domestic cosmetics brand that announced an advertising collaboration with BJ Juice Seyeon halted sales of the set immediately and moved to contain the fallout after facing backlash including boycotts.
Juice Seyeon announced a collaboration with a cosmetics brand on her personal YouTube channel on the 19th. She said, "I was the one who contacted them first, not the other way around, and I reached out because I wanted you all to try this good product at a good price, so I brought a recommended item."
But the reactions from actual users of the cosmetics were different. The brand gained popularity among female consumers for its honest ingredients and formulations, and there were responses questioning whether it was right to do an advertising collaboration with Juice Seyeon, who works as a "female cam streamer."
As the controversy grew, a brand official said on the brand's community cafe, "Juice Seyeon once posted that her skin improved after using the product, so we put together a set to let other customers know, but we apologize for causing discomfort," and said the configuration was immediately removed from the website.
They continued damage control with statements such as, "We should have searched and verified more thoroughly before deciding, and we are deeply reflecting on that," "We focused only on product development and were unaware of the ways of the world," and "If you give us one more chance, we will ensure this kind of mistake never happens again."
Despite that, as the controversy did not subside, the brand bowed its head on its official website, saying, "We sincerely apologize for the inadequate judgment regarding this set configuration that betrayed the values the brand has pursued and customers' trust."
It added, "This matter began when we proceeded with a one-time set configuration to let more people experience the product, prompted by that person's voluntary review and direct contact, but we humbly accepted customers' valuable opinions, checked the matter and immediately ended sales and deleted the set."
Finally, the brand posted an apology again, saying, "We deeply apologize once more for judgments during the planning process that failed to align with the brand's values and for insufficient review. Going forward, to prevent recurrence we will more carefully inspect and improve all aspects of marketing and focus solely on cosmetics. We sincerely apologize once again."
Meanwhile, Juice Seyeon began broadcasting on AfreecaTV in 2019. She gained wider recognition through Netflix's The Influencer in 2024, and recently began a public relationship with BJ K, who is 11 years her senior.
[photo] OSEN DB, YouTube capture
[OSEN]