As the competition to garner audiences and make sales intensifies within the beauty and wellness industry, brands are increasingly getting creative and tactical with their marketing strategies. Enter outrage marketing—a strategic approach where provocative or polarizing campaigns intentionally generate consumer reaction to fuel visibility and traction. By sparking strong emotions, beauty brands are using outrage to market, increase brand awareness, grow engagement, and drive sales. However, while the immediate impact of these tactics may amplify visibility, the long-term implications for brand reputation, consumer loyalty, and brand equity remains complex. This approach can involve various tactics, including sending product samples to influencers outside a brand’s demographic range, launching shock-value campaigns, or using controversial messaging that touches on sensitive social issues.Current data underscores that outrage marketing has both measurable impact and inherent risks. According to a study by Sprout Social, 70% of consumers believe it is important for brands to take a public stand on social and political issues. This suggests that controversial campaigns can significantly impact brand recall, as they often generate strong emotional responses and media coverage. However, about 53% believe that brands only take a stand on these issues for public relations or marketing purposes. 37% of respondents also say that outrage marketing boosts a brand’s credibility when the issue they take a stand on directly impacts their customers.