This week, Neutrogena is facing social media backlash following the tragic passing of actress and former brand ambassador Hayden Panettiere. The social media reactions, led by a number of creators and fans, specifically criticize the skin-care giant for cutting ties with Panettiere back in 2015, following her public discussion of experiencing postpartum depression. Earlier this year, Panettiere recounted the experience in her memoir of Neutrogena having attempted to end their 10-year partnership after she disclosed mental health struggles. At the time, the actress’ representative prevented the immediate termination, but months later, Neutrogena did not renew her contract.
The backlash comes on the heels of Neutrogena’s lighthearted incident featuring current brand ambassador Tate McRae misusing the brand’s makeup wipes. Neutrogena is not the first brand to face social media-led backlash and calls for a boycott, as shown by similar calls against companies like Target last year. But with Neutrogena being a major global beauty brand, the situation stands out as a high-profile example of fans quickly calling out a brand for past blunders. In other examples, brands like Naturium and Youthforia found themselves in hot water with consumers threatening to boycott them. Eventually, Youthforia shut down a year after getting embroiled in a controversy over its sale of a jet-black foundation shade.
