A popular cosmetics company apologized after consumer criticism poured in over its collaboration with BJ "Juice Seyeon."
The cosmetics brand "Sidmool" posted a notice on the 21st on its website titled "We apologize regarding the recent external collaboration event." Sidmool said, "We sincerely apologize for the poor judgment regarding this set composition that betrayed the values Sidmool has pursued and customers' trust."
Sidmool recently created a set of products with Juice Seyeon and began selling it. It also posted a separate notice on its website. Juice Seyeon likewise promoted the product on a YouTube channel, saying, "I wanted to share good products with fans, so I reached out directly and proceeded with the ad."
However, after the video was released, criticism continued online. The product had built an image of reaching consumers with product performance at stripped-down prices without advertising models, and backlash grew among the core female customer base over the collaboration with Juice Seyeon, who had hosted sexually suggestive broadcasts.
As even a boycott was mentioned, Sidmool pulled the collaboration set with Juice Seyeon from its website. Sidmool said, "If we didn't know, we should have searched more and checked, but we failed to do so," adding, "We were naive about the ways of the world." The company also said, "To prevent a recurrence, we will examine and improve our marketing overall with greater care, and focus only on cosmetic ingredients and products that address skin concerns."