The brand I chose to evaluate is Sephora and an incident that caused the crisis happened in April of 2019. A singer named SZA was in a Sephora shopping when a store employee saw her and called security to prevent shoplifting. SZA later tweeted about the incident. This stirred up a lot of controversy with the employee and company being accused of racial profiling.
Sephora successfully responded using social media. They went on social media and directly responded to SZA’s tweet. Sephora tweeted their apologies along with thanking her for bringing the problem to their attention. The tweets included additional direct tweets to SZA saying you are part of our family and that they are committed to making sure all feel welcome. After about a month Sephora then took to social media and announced all stores and offices will close for an hour for diversity training.
This was a good response to this situation. Sephora didn’t allow a lot of time to pass without addressing the situation. Once they found out about the problem they immediately went to social media to respond with an apology and then followed up with direct tweets to the singer along with having their employees go through diversity training, which was also posted to social media.