NARS has made a lot of people very angry. Animal testing of cosmetics is required by law in China, so NARS’ decision to enter the Chinese market ultimately has cost them their cruelty-free status.
People are angry because:
The public outrage has been widespread, ongoing, and unprecedented; however, at NARS everything has been business as usual. The brand’s one and only response was posted to their Instagram on June 27, and received over 15,000 comments from angry consumers. On Instagram the tag #boycottnars has over 1,000 posts and #stopanimaltesting has over 40,000. Aside from this initial acknowledgment, they refuse to further address the issue, and have continued with their content strategy as if nothing ever happened.
We outlined the chain of events that lead up to this point in our previous post, Behind the NARS Nightmare: From Cruelty Free to Consumer Outrage. Just to recap, here’s what’s happened since.
WHERE DO I SIGN? Hoards of angry consumers are signing a Care2 petition that urges NARS to stick with their commitment to cruelty-free beauty. The petition was created in hopes that if it receives enough signatures, NARS will choose not to sell in China to avoid animal testing. Over 150,000 online signatures flood the webpage, continuing to surpass every set goal. Whether or not this petition will faze NARS in any way is the real question.
KAT VON D GETS INVOLVED
On June 30, 3 days after NARS posted their response on Instagram, Kat Von D made a post with visually graphic content of the horrors animals face in cosmetic testing. She expressed that NARS response was a “cop-out statement.” Calling out the brand, she posted “You are NOT at the ‘forefront’ of making change when you consciously choose to test on animals,” adding, “Shame on you for hiding behind such a false marketing statement in order to line your pockets, while countless animals suffer.”
Kat Von D has 6.1 million followers on Instagram. This post alone received over 125,000 likes and 15,000+ comments supporting and thanking Kat while condemning NARS. Kat Von D obviously cares deeply about this cause considering her own makeup line is completely vegan and cruelty free. We don’t doubt her compassion for animals, but we do recognize the clear marketing opportunity Kat is taking advantage of. She’s hijacking the NARS news, condemning her competition, and painting her own brand in the heroic light of cruelty-free avenger. Where NARS falters, KVD Beauty flourishes.
VLOGGERS USE THEIR VOICE Social sharing around the fiasco has taken over YouTube. These vloggers are spreading the news to their followers, detailing what dupes they should replace their NARS products with, and encouraging them to speak out against animal testing themselves.
CRUELTY-FREE EXPANSION A new report from Market Research Future details how “consumers find the testing on animals unethical and have started spreading awareness against the act.” The report also cites Kat Von D Beauty as a key player in the US cruelty-free beauty market. Consumers want cruelty-free beauty, and are making their voice heard across social media platforms.
NUMBERS ADD UP The power and reach of the micro-influencer has been harnessed with countless Instagrammers and YouTubers boycotting NARS and persuading their following to do the same. The question of whether or not people will put their money where their mouth is has yet to be answered, but regardless, the number of consumers reached by these influencers is staggering.
TAKE IT TO THE STREETS Yesterday, the #boycottnars became more than just an online movement when protesters gathered at NARS Cosmetics Boutique on Melrose Ave in West Hollywood California. Signs read “NARS Bunny Killers,” “I Kissed Animal Tested Cosmetics Goodbye,” and “Stop Animal Testing.” This protest took the anti NARS sentiment out from behind the computer screen and into the streets for some IRL boycotting action.”Protesting NARS cosmetics decision to enter the Chinese market which will mean innocent animals will be subject to cruel and tortuous unnecessary lab tests,” said one protester who shared images of the demonstration on social media.
The power of influence has wreaked havoc on the companies public image. Consumers are petitioning, protesting and speaking out in high volume against them. Let’s hope for their sake that the profits they gain from entering the Chinese market are worth the mess they’ve left in America.
Read how all this began: Behind the NARS Nightmare: From Cruelty Free to Consumer Outrage and find out how you can avoid a crisis like this for your own brand: You Say “Crisis,” I Say “Situation”: No Matter What You Call It, Plan To Have A Plan
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