Ulta Beauty is receiving criticism due to its tone-deaf marketing aimed at the late designer Kate Spade. In an email promotion and Twitter post, the company says, “Come hang with Kate Spade.”
The designer was found dead in her New York apartment in 2018 in an apparent suicide, police said. A housekeeper found her body hanging in her bedroom. She was 55 years old.
Considering the cause of Spade’s death, fans called out Ulta’s insensitive wording for their new Mother’s Day deal.
Twitter users have expressed their disappointment in Ulta, and some are hinting at boycotting the store.
https://twitter.com/strategistjas/status/1521180542468861954?ref_src=twsrc%5Etfw
“The Ulta/Kate Spade email is why it’s important to have cultural relevant persons on your marketing teams. *cringes*”
https://twitter.com/strategistjas/status/1521180542468861954?ref_src=twsrc%5Etfw
.@ultabeauty @katespadeny This is extremely inappropriate and insensitive. Kate Spade is no longer with us due to mental illness and suicide by hanging. I really hope an apology is in the works. #katespade #ulta #suicide #SuicideAwareness #MentalHealthMatters pic.twitter.com/vC1TZicARa
— C Parrish (@holdontosanity) May 1, 2022
The email with the harsh headline was sent on May 1 which marks the first day of Mental Health Awareness Month. Kate Spade reportedly struggled with her mental health, resulting in her death.
Following the backlash, Ulta released a statement saying, “Ulta Beauty recently sent an email featuring Kate Spade New York fragrance with an insensitive subject line and for this, we sincerely apologize,” the rep said. “Mental health is a very serious, important issue in this country, and not something we would ever take lightly. We apologize to the Spade family, our Kate Spade New York brand partners and to our guests. Thank you for understanding as we strive to do better.”
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