“We at BeautyMatter have been … let’s say “puzzled” by NARS’ non-response to the public outcry. (We believe no response is a response … and that’s not always positive.) In order to help you think about how you might (heaven forfend) handle something similar, we reached out to our first-call when brands we know have encountered a situation. Here is her response:

From time to time brands across a spectrum of industries find themselves in hot water. Most recently, NARS has been feeling that heat—and it’s not because it’s August.

Rather than spending this month reveling in their discomfort, however, I recommend putting together an action plan for your own brand.

Why? Because when situations heat up, it’s always better to be the one who is cool, calm, and collected.

What is my first, most important, recommendation? Please don’t refer to it as a crisis. When something occurs in our White House, our leaders do not go to the Crisis Room. They go to the Situation Room. Moving forward, then, you do not have a crisis, you have a situation. (Or an “Incident.” As you may have noticed, the [New York City] MTA never has a crisis, but there are frequently “incidents.”)

What general protocols do I recommend be included in everyone’s action plan?

• Keep records of ALL complaints and responses—treat every medium equally.

• Treat all constituents/media equally.

• Do not go off script.

• Do not speak off the cuff.

• Regardless of the medium, include a “by when” someone will respond to them.

• Have designated primary and backup spokespeople—and their contact information.

I also recommend including scripts for how to respond via telephone, social media, and in person. Each medium should include a “Do” and a “Don’t” list.

For example, your telephone “Don’ts” list might include examples along the lines of:

Do Not:

· Sound rushed, anxious, or distracted

· Eat, drink, or chew gum

Do Not Say:

• “No comment”

• “I haven’t heard anything about it.”

• “Wow, that sounds bad!”

• “I promise we will fix this.”

• “You need to calm down”

• “I totally get it! I’d be upset, too!”

• “Wait, we have a plan for this! Let me get my notes.”

While that last response may have made you laugh, you would be surprised by what comes out of people’s mouths when situations occur….and I would prefer you not be.

Read all about the NARS Situation: Behind the NARS Nightmare: From Cruelty Free to Consumer Outrage & read a real time update: Update: NARS Cruelty Free Nightmare Continues