Why Are So Many Brands Faking Scandals?

The beauty industry is currently contending with marketing saturation, compounded by an overcrowded content ecosystem in which traditional metrics like follower counts and comments are often distorted by bots. To combat this, brands are turning to "rage bait"— content designed to trigger shock, anger or confusion and meant to drive shares and saves, which are now seen as more authentic indicators of engagement. From Lancôme’s "misdirected" PR mailers to ColourPop’s fake apology squares, the strategy bets that a negative or confused reaction is more valuable than no reaction at all in a world where attention is the ultimate currency.

In this episode, BoF’s Sheena Butler-Young talks to Business of Beauty Executive Editor Priya Rao, and Senior Editorial Associate Rachael Griffiths about whether these high-risk stunts build genuine brand equity or simply erode long-term consumer trust.

Key Insights:

• The Engagement-Sales Gap: While rage bait excels at awareness and can grab people’s attention, there is no direct, proven line to immediate sales. Success is currently measured through the "halo effect" on other posts and metrics like shares and saves rather than conversion.

• The "Boy Who Cried Wolf" Risk: Brands face a significant limitation in that this strategy is often a one-time lever. If a brand issues a fake apology for marketing, it risks losing all credibility when a genuine corporate blunder occurs.

• Suitability by Segment: Chaotic creator" style may work best for indie or playful brands like ColourPop and Dieux. Heritage or luxury brands — particularly those focused on medical-grade efficacy or high price points — risk alienating customers who expect a serious relationship with the brand.

• The Confusion Trap: Stunts that cross the line from cheeky to genuine misinformation, such as Schick’s ambiguous partnership with Nick Jonas, can leave consumers feeling annoyed and disappointed rather than entertained.

Additional Resources:

• Why Are So Many Beauty Brands Faking Scandals? | BoF
• Playbook | Beauty Retail in the Age of Connected Commerce | BoF
• How to ‘Un-Cancel’ a Beauty Product | BoF

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