Bioré Apologizes for TikTok Ad That Exploited MSU Shooting

After paying a Michigan social media influencer to promote their new nasal strips in a TikTok video that compared their advantages to overcoming trauma from a mass tragedy, a skincare business has issued an apology.

The influencer, a graduate of Michigan State University with over 27,000 followers, and Japan-based Bioré Skincare have both expressed regret.

The influencer claims in the since-deleted TikTok video that she has faced “countless obstacles” this year, including “a school shooting” and “not knowing what life will look like after college.”

Before abruptly advertising Biore goods, she briefly mentions “the feeling of terror” she experienced while wandering around campus weeks after the shooting.

Anthony McRae, 43, opened fire on campus on February 13 leaving three MSU students dead and five others wounded. He later passed away from a self-inflicted gunshot away from school.

The advertisement was intended to be a part of Biore’s “Strip Away the Stigma” Mental Health Awareness Month campaign, which strives to mainstream conversations about mental health, according to the firm.

However, the people did not react that way, which sparked a barrage of criticism on social media.

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Biore apologized in a statement, saying that “they did it the wrong way” and “lacked sensitivity around an incredibly serious tragedy.”

“Our tonality was completely inappropriate,” the statement reads. “We are so sorry. We are committed to continuing our mental health mission, but we promise to do it in a better way. This is our mistake, and we own it. We let our community down and we let our creators down by not providing better guidance.”

In addition, Bioré, which has been advocating for mental health awareness for four years, urged people to target their resentment towards them rather than the influencer, but she also apologized.

The influencer admitted she had planned to raise awareness about anxiety difficulties, but she was aware that wasn’t how the video was received.

“I did not mean to desensitize the traumatic event that took place as I know the effects that it has had on me and the Spartan community. I take accountability for this and will ensure to be smarter in the future.”

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