Friday, December 14th, 2012

Temptalia Asks You


What is the biggest mistake a makeup brand can make? Why?

Temptalia's AnswerGetting a reputation for poor quality products — I think that it takes time to earn such a reputation, but once a brand does, it’s very, very hard to shake it.

Thanks to Alison for today’s question! Do you have a question idea? Submit yours here.

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101 thoughts on “What is the biggest mistake a makeup brand can make?

  1. I think the biggest mistake a brand can make is compromising the health of their customers (such as selling soap dyes as eyeshadows). Worse yet: selling them to children or teenagers. Or the absolute worst: Doing all of the above and refusing to take responsibility, playing victim instead.

    • Profile wp-user-avatar wp-user-avatar-60 alignnone photo of rebecca blueraccoon

      Is this based on a real life experience? Who did this?

      • An indie company called GlitterSniffer is widely infamous for pulling all of the above and more (“more” here includes stealing and harassment). There are others, definitely, but this company never seem to run out of scandals to write about.

        Christine, I’m very sorry to name names in comments, but I also think it’s important to warn others about the shady nature of this company, especially now that they’re back in business. :/ If you’re not okay with it, feel free to delete my comment.

        • When there is a legitimate concern about product safety – when it’s not just surface drama – it is absolutely OK to name names. It is no different than when we talk about Urban Decay talking about going to China, or Jack Black not having the real ingredient list on their product. Sometimes indie brands have drama, and sometimes it’s drama that’s really related to growing pains – not understanding how to run a business initially (because not everyone is born a business-person), unavailability of stock, etc. – those learning mistakes can be forgiven and understood, but it’s when brands knowingly use unsafe ingredients, or when confronted with an issue, never tell the truth or go to great lengths to tell lies (or prove their lie) that they should be known and talked about.

          A lot of indie brands had bleeding, curling, etc. glitter – but ultimately, more a part of the learning process (IMO) than a complete disregard for quality or their customers. I know NOW that after so many have entered the sphere, and that so many were able to learn from some of the original creators’ mistakes, the standards across the board have gone up. Those kinds of things I think we can move past. When an indie creator whines on their Facebook or reacts badly to a customer complaint, but then moves on and learns to take criticism? I can get behind that, too. When any brand plays with a customer’s personal safety, starts stealing money, and the like – we absolutely need to name names.

          I remember falling down the rabbit hole learning about GlitterSniffer – I can’t believe they’re back.

          • Thank you for the understanding, Christine. Some bloggers prefer to keep their blog completely drama-free, which I completely understand. I know some of them do so in order to protect their readers, since certain companies are a bit sue-happy about ANY negative comment about them. Ultimately, this is your blog, and you have every right to decide what goes up. As a reader, I fully respect that, just thought you should know. :)

            I completely agree with you, the ability to take criticism is often what separates good customer service from horrible customer service. Sometimes we can’t really learn until we’ve made the mistake, but how one handles the situation is what set them apart from the rest.

            I really can’t believe that GlitterSniffer is back, either — Or worse, that they still have supporters at all. :/ I just really hope a bunch of bad apples wouldn’t turn people away from small companies, because there are SO many fantastic ones out there!

            • Thanks for the support, Ryou! :)

              The world of “indie” and small business can be tough – for all involved – and it’s so true that one (or more) bad apples can spoil it. I had a bad experience on Etsy (not beauty related), but luckily I had many great experiences prior to that, so it didn’t turn me off, but I know if it had been my first experience, it would have been a lot harder. Even as is, that one experience has made it so I only purchase from people with a TON of feedback.

      • Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Veronica Veronica

        Oh, I remember this! Glittersniffer was probably the biggest controversy, since it was the best documented case and just grew steadily worse as more and more information became available. BellaSugar had the rundown here: http://www.bellasugar.com/Glittersniffer-Cosmetics-Causes-Cosmetics-Safety-Controversy-14593575

        Bitchslap Cosmetics has also had a fair share of controversy surrounding it, with multiple people coming forward to state that their product ingredients and pigments are unsafe for eye use.

      • A few indie cosmetics companies have done this along with unsanitary practices. Here’s an example from almost 2 years ago: http://www.lipsticksandlightsabers.com/2011/02/please-go-directly-to-jail-part-1.html

      • Lucy

        I guest she is refering to “Fantastic Faces”

      • Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Bryanne Bryanne

        I’m assuming this is about the indie company Glittersniffer Cosmetics.

    • Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Anne Anne

      I second that.

  2. Without a doubt it would be if a brand doesn’t stay true to their core values. Case in point would be Urban Decay wanting to sell in China, knowingly abandoning their anti-animal cruelty stance. It isn’t all about animal rights though. If a brand starts off being all about eco-friendly packaging and only using ingredients from sustainable resources than they should stick to that no matter how big the demand gets. You can still turn a profit and grow your business without abandoning your core principles.

    • Tigress

      Absolutely this. Nothing can tarnish a brand faster in my eyes.

    • Katie T.

      That fiasco jumped immediately to my mind when I saw this question.

    • Esmeralda

      This for sure. Stay true to what you say and do.

    • fs

      I agree 100%. I have stopped buying brands that test on animals even though I loved them.

    • Heidi

      I am starting to turn my life cruelty free. I know it’s not popular but the more I know about animal testing the more I just can’t stand the thought of it for the sake of my vanity(medicine is a different ball game). For me a brand deciding to test on animals, especially one that was previously cruelty free will lose me as a customer no matter how loyal I’ve been, I’m looking at you Mac, Clinique, yes to, and Mary Kay. But what’s the worst for me is being dishonest and shady about these changes.

      • Heidi, I agree with you and commend you for going cruelty-free. Anytime I post something on Twitter about MAC they reply to my tweet with a generic letter about all they have done in the past. I have emailed some companies directly and their answers seem vague and misleading at times. Benefit was one of the worst responses I ever got saying something like all companies who claim they don’t test are lying because they can’t be sure what the vendors do. This is untrue as many truly cruelty free companies also make sure they are only using cruelty free vendors as well. This makes it really hard and confusing for some people, so much so that they give up on the whole cruelty free thing. I only buy cruelty free now and only use synthetic brushes. I just want companies to be honest about what they are doing.

    • Jane

      Urban Decay just bought bought out by L’Oreal – so make of that what you will.

      • I agree
        I think they have been so dishonest with their customers and everything was handled really poorly. They were my favorite brand and I am just completely turned off

      • I don’t buy UD because I’m not a fan of their products, but I wouldn’t consider buying from them in the future because they have sold out to L’Oreal. I won’t buy from The Body Shop anymore for the same reason – a brand that abandons its principles is not a brand I want to buy from.

    • this for me too.
      I stopped purchasing from UD because of the China issue.

      and also problems with customer care make me abandon a brand…

    • Kate

      Totally agreed. I’m not even 100% devoted to buying cruelty-free products and I don’t think I’ll be purchasing any more Urban Decay. A brand that abandons its principles is pretty offputting.

    • Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Dominique Dominique

      I totally agree with you. Core values are not to be changed for financial reasons. When a brand is cruelty-free ( and pledges to be officially CF ) it must be forever. Thinking of Urban Decay of course, was it : selling to China or selling ( its soul in both cases ) to l’Oréal I really wonder…

      • danza

        THIS! First of all, they were the ones who made the claim. Then they’re all okay with it because China is a big market? The press release was patronizing as well.

        Their products never really impressed me, I think MUFE puts out way better quality, but after the whole China fiasco, I’m never spending another dime on them.

  3. Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Rachael Rachael

    Discontinuing excellent products in favour of introducing mediocre products. Also, too many limited edition collections too often. That really turns me off. Why not just offer a few really great LE collections instead of a bunch that are just average or worse?

    • Agree agree agree!

      So many times I have seen brands discontinue incredible products only to come out with mediocre ones soon after, and it’s SO annoying.

      And yes the frequent LE collections that have sub par quality are just as annoying. Some of the collaborations have potential to be SO cool if the products perform well, but then they just look pretty and fall flat upon application.

      I would take 2 great ones over 20 bad ones any day!

      • Nikki

        I agree as well with the constant LE collections! I try to avoid LE collections at all cost for fear of falling in love with a great product that I can’t buy leisurely in the future! I hate that companies put so much time and energy into products that will only be around temporarily, instead of channeling that energy into developing wonderful products to add to permanent collections!

  4. Profile wp-user-avatar wp-user-avatar-60 alignnone photo of rebecca blueraccoon

    I agree with what you’re saying, Christine, but I would also add in: Getting a reputation for poor customer service. If I’ve been treated rudely by a brand, I’m not likely to go back, even if the products are decent quality. If they don’t want my business, there are many brands who do.

  5. Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Ann Marie annie shebuski

    I was “discovered” as a cosmetics devotee in college over 20 years ago and began a good, steady career selling Mary Kay products. Later as I got older I started following certain beauty blogs (I’m 41 so they were few for a long time) and then I found yours and started really reading reviews left and right. I started making good cosmetic desisions rather than impulse desisions. So for e, their (cosmetic co.s) biggest error is putting out inferior crud for loyal followers. Yes, MAC’s always been hit or miss but last couple of years their product is junk. We all know it.They reel us in with the “limited collection” crap. Shame on them.

  6. Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Audrey Audrey

    I think the biggest mistake a brand can make is putting out a poor product at a high price point. Especially so if the brand is known for excellence. And it is an even bigger mistake if the brand releases a whole slew of failures. (NARS, I’m looking at you and your Andy Warhol collection).

    • Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Amy xamyx

      I don’t think anyone was more disappointed in the NARS/Warhol fiasco than myself, but I think it was truly an honest mistake. NARS has put out alot of consistently great product over the years, so the fact this collection was an epic FAIL, I can personally forgive it. As for the price hike, it was due to the cost of licensing; NARS had to pay a large fee to the Warhol Foundation, who in turn doles art scholarships and the like.

      • Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Amy xamyx

        * Also, with all the apparent time & effort that went into creating a potentially amazing collection, I don’t really feel quality control was neglected or ignored. I also feel it was unique & innovative, overall, and not just a rehashing of shades that have already been done (or close enough) with simply a name-change.

  7. Tie between using toxic (or even questionable) ingredients and testing on animals.

  8. I agree with the poor customer service. This is more applicable to brands in department stores or with their own shops. I can list four or five brands off the top of my head who I won’t visit because of this. If a brand gives great service, they’ve got me for life.

    As far as drugstore brands, I think high prices would have to be the worst. I don’t mind trying product that turns out to be crap if it only cost me a few dollars, but if I pay upwards of $15 for a product, I expect it to be decent quality.

    • Nikki

      I too am a stickler for customer service. One bad run in with a brand’s customer service, and I’m threw with them for life!

      • Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Amy xamyx

        I won’t buy Armani for this reason; I realize it’s not the fault of the brand, but rather Nordstrom, which is the one local counter I have access to that carries the brand. I don’t shop online, as a matter of choice, but at least I can stay loyal to brands that are more readily available.

  9. cncx

    two things, already mentioned in the other comments:

    -beating the LE horse to death. I simply don’t buy MAC any more because I have no idea what is permanent or not and, if it is permanent, how long it will stay there. I wish brands would get back to more routine LE collections. Pushing LE on us is gimmicky and a rather blatant way to try to get more money.
    – discontinuing or reformulating cult items in a line. Brands need to pay attention to blogs and places like MUA more when they think of changing stuff. Chanel Dragon, anyone? Lancome Erika F?

  10. Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Mel Mel

    The biggest mistake to me is getting political.

  11. Consistently overcharging for an inferior product. But a less common one that would be a deal-breaker for me: endangering the safety of their customers. We put a lot of trust in cosmetic companies to allow them so close to our eyes.

  12. Nicole

    Definately releasing poor quality products and rising prices. It is so disappointing, when you buy a product and can’t work with it easily. A no-go for me is also a sales person, who doesn’t know their products or recommend products I’m not looking for.

  13. Liz

    I think the worst thing a brand can do is be inconsistent. There are some brands that are always hit or miss. It’s makes you want to not even bother buying from them. I like brands that in general put out a good product, like MUFE and Bobbi Brown.

  14. Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Mirian Vermeulen mirian

    discontinuing great products like chanel getting rid of DRAGON. WHAT. IS. THAT??

  15. Lakitha

    I think that the worst thing that a brand could do is not to promote diversity in the marketing of its brands. The world is reflective of many shades of skin and cosmetic companies need to embrace this and reflect it in their marketing campaigns as well as the colors and the textures of their products. I am an NW45. For many years, many of the drugstore lines did not cater to my hue.

    • Nikki

      Yes, yes, yes! As a woman of color (NC50), I must chime in on this mistake. Nothing annoys me more than going to a drugstore, make up store, or counter to try out products only to find out that the deepest shade (which is always named “Dark”) is catered to someone who is an NC40-44 at best! Even today, I’ve come across both HE and drugstore companies that still do this. You’d think that a make up company would want to reach as many people as possible in order to increase their revenue. Bottom line is, it’s just plain insulting.

      • Liz

        I too agree that it is a turn off when companies don’t acknowledge that people come in different colors. Benefit is one of the worst companies for women of color. I don’t even bother to browse their products.

  16. JQ

    Favoring gimmicks over quality. I don’t care how cool your new packaging is or how awesomely your new collection is named if the product is getting bad reviews. Quality first, everything else second.

  17. katie

    For me it is when a brand releases subpar products in LE or holiday kits. I have tried tarte eyeshadows once in a kit and they were so terrible I have never been tempted to buy another eyeshadow or kit from them. I know companys can cut costs on kits but it makes no sense to me.

    • Profile wp-user-avatar wp-user-avatar-60 alignnone photo of T Violet Lee

      Yeah, the same thing happened to me back when I was just starting to build my make-up collection. I bought a holiday kit that looked beautiful but everything in it was so unpigmented and chalky. I’ve never bought another thing from that brand.

  18. Jane

    ….assuming I’ll drink their Kool-Aid when it comes to repackaging poorly selling shades of blush or eye shadow into a “exclusive limited edition holiday collection palette”.

    • Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Diana Diana

      YOu have the best answer, and I am sorry but I truly believe this is the case with Bobbi Brown’s pot cheek/lip stain thing. It was a dud compared to Nars re Penny Lane or Stila re Lithium, etc. and I’m not buying that it is one bit better. How long something lasts on you is not a issue with BB, she doesn’t even make a primer.

  19. Safyre

    Poor customer service. A business should always be client driven and ought to take the health and feedback of its intended audience into account

  20. junie

    To me, releasing a ton of limited edition products is one of the greatest turnoffs, and it’s for a few reasons. First of all, If it is a great product, I get super bummed out knowing I will not likely get to repurchase it, unless it’s re-released. That in it of itself if a problem because I either have to purchase back-ups or find an accessible dupe. There’s also the fact that LE items are oftentimes a miss. I don’t know what ever happened to MAC’s quality control, because their LE stuff lately has been mediocre and crappy (few spectacular items). There’s also the NARS Andy Warhol Collection, and the L’Oreal Project Runway collaboration. There are also a ton of LE items that are super easily dupe-able, so they’re not even worth the purchase. Another reason I hate LE items is the hype they create. The HYPE was one of the main reasons I’d succumb to LE collections, but I’ve learned to wean myself from that way of thinking. As a whole, I truly despise LE collections.

    • Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Ellie Ellie

      I’m with you. LE also give the brand an excuse to up their prices… :(

    • Liz

      I completely agree that companies need to limit LE items. I also don’t understand why the quality can be so poor with LE items. I usually love L’oreal True Match blush. It’s one of the best drugstore blushes. They are normally well pigmented. I bought one of the Project Runway blushes and I can’t even pick up the product on the brush. I have good quality natural hair brushes and they won’t work. I just don’t understand it.

    • The MAC HYPE has killed any love I had for collections they launch. Even with Marilyn Monroe the products where good but the hype and uncreative palette killed it for me. MAC and other Brands need to prove to me this hype is worth it but I find myself buy more permanent items now instead.

  21. Zainab

    I think getting a reputation as a daggy or ‘old lady’s’ brand can be the kiss of death. I know that ‘immature’ branding like Urban Decay’s drug references or Nars’ risqué names can put people off, but brands that fail to attract new customers because ‘my mother uses it’, is worse, because people stop considering the brand.

    • Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Esther Esther

      I completely agree. I know there are things that I’ve completely passed up without a second thought because the brand feels old. That being said, brands that market towards an older clientele because “we’re high class and young people can’t afford this” can draw younger people in because they want to seem classy or important. It’s a fine line, really.

    • Dawn Reed

      But remember….older ladies buy makeup too. Plus they tend to be loyal and often have more money to spend. You can’t fault a company for courting that type of customer.

    • Profile wp-user-avatar wp-user-avatar-60 alignnone photo of T Violet Lee

      I agree but it’s really more a case of a company not keeping up with current trends and just ambling along doing what worked for then ten years ago. I’m an “older” lady and I don’t want to buy stodgy brands either. I don’t want to wear glitter everyday but I do want to not look stuck in the past.

      • Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Amy xamyx

        We have choices, though; if there are a few brands out there that are “old-lady” brands, we don’t have to consider them, or we can choose to buy a few things to fit our needs. I’ve always considered Estee Lauder to be one of those brands, but when I worked in an environment with a very conservative dress-code, pretty much everything for work was from that brand. At the same time, for as many of us who love the “fun” brands, there are just as many who play it “safe”.

  22. Brigette

    I agree with the above commenters about inferior product coming from trusted brands. And I also have to say I really don’t like when a brand completely embraces a makeup fad (shimmer, mineral powder, etc.) with discontinuing their other products. To me makeup is a lot fun and something I look forward to using and creating with, not a faux fashion demand like not wearing white after labor day or wearing silver & gold jewelry together because someone somewhere at sometime decided they needed something to clutch their pearls over.

  23. Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Dominique Dominique

    The biggest mistake a brand can make – and actually makes quite often – is doing always the same things, palettes, blushes etc… In fact each brand does this its way for example : highlighting powder + blush + quad + several lipsticks + 3 nail polishes ( thinking of Chanel and I am a Chanel woman ! ) in the end it becomes boring, even for a makeup addict. There are few innovative collections I think but sometimes collections are really beautiful ( thinking of Nars fall 2012, Dior spring 2012, MAC me Over fall 2011 ) bringing us a real artistic dimension.
    I watched carefully the spring 2013 collections so far I haven’t seen much innovative spirit, maybe I am wrong but I wonder where inspiration has gone ( even if it’s girly, pretty and lovely ).

  24. Gladys L.

    MA that has insufficient knowledge is tolerable as many brands have that.

    But the latest problem uncovered is that MA keep all stock and treat huge order “Evil” Bay kind of consumer better and ignore and lie to those local or actual users who buy the products themselves. Seeing more and more related blog sharings and faced this myself, totally kill my love for a brand.

  25. I agree with all that – to me, being purposefully misleading to their consumers and really poor customer service, too. I’m usually willing to give companies the benefit of the doubt the first time and I wouldn’t reflect bad customer service on the brand as a whole if it’s just one employee, but if it’s a pattern, I’m just not interested. On the contrary, really good customer service absolutely makes me gravitate towards those brands.

  26. Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Pamela Pamela

    Brands that do not take customer feedback seriously can only fail. Cosmetic companies should take heed of complaints and suggestions. After all, we are the ones using the products in the real world–not in a lab.

  27. Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Kendra Kendra

    I think inconsistency is a big one for me. I tend to stay away from many drugstore brands because I find them to be quite unreliable. Especially since I’ve noticed that they are starting to charge more ($15-$20 foundation at a drugstore?), and drugstore makeup usually comes in smaller quantities compared to high end brands. So when taking size of the product into account I end up only paying a few dollars more for the high end brand, which has been more consistent quality-wise. Not to say all drugstore brands are inconsistent and unreliable and high end are reliable, but in many cases I find this to be so.

  28. Caroline

    Testing on animals – in this day and age, there’s simply no need for it. It’s barbaric and totally inexcusable. TAKE NOTE: MAC & NARS!!

    • Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Marie Marie

      NARS doesn’t test on animals, nor do the third parties they use. It’s written on their website, and I’ve seen people being told the same thing on their FB page.

      And yes, I know, I know, NARS is “owned” by Sisheido, but just because Shiseido is the parent company doesn’t mean NARS tests on animals. They don’t.

  29. Sonja

    I agree with most of what everyone has been saying on here ………..one of the things that really makes me feel disregarded as a customer is the whole limited edition thing. I know Mac is famous for this and I don’t like it but at least they bring some items back once in awhile. When Laura Mercier came out with Rose Rendezvous I did not get it right away as I was trying to not spend money on another highlighter! But……..so many people raved about it and it was indeed beautiful I went to get it. YEAH RIGHT!!! Couldn’t find it anywhere except on Ebay where people are still selling it for $180 when the original price was like $40-$50! I mean, if you have a htf item and you want to sell it and make a profit then great but that is ridiculous! So, I e mailed Laura Mercier and asked it they were going to re-release it or release more stock and told them what is was selling for on Ebay. The girl told me it was limited edition and even she didn’t get one! She told me she did not know at that time if they would come out with more or not. I waited………….people were still selling on Ebay for ridiculous prices so I e mailed again and asked if she could please at least let the “powers that be” know that people are making a lot of money by selling the item for a ridiculous amount and that they should stop this by making more of the item and get that money themselves for their own product!!!!! It seems silly to me really……………. Well, she just told me the same thing that she already had told me so that was that I guess. Kind of makes me question that brand and how they feel about customers. Some people don’t care for Urban Decay for other reasons but at least when they released the Naked palette and it was selling out everywhere………they continued making them and you could even get on an e mail list so they let you know when it was available again. Kudos to them for that! If customers want your item…………GIVE IT TO THEM!!!! Isn’t that the point anyway?

  30. I think the biggest mistake a brand can make is being dishonest with their customers. We aren’t stupid and sometimes certain brands treat us like we are. These companies need to understand that today we have so many choices that we can voice out opinions through our wallets and choose to buy or not buy their brand

  31. Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Megha Meg

    YES!!! for many many reasons we all will agree with…

    MAC MAC MAC!!!
    Biggest pet peeve;
    Please everyone has to stop being MAC’s pet or more precisely b****!!!

  32. Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Diana Diana

    Poor foundation colors re most pink or all yellow. And have to add a second: low pigmentation in color products we want pigment in, like e/s.

  33. Lauryn

    Besids my #1 mistake being animal testing, the 2nd biggest is quality sacrifice. I remember when MAC was so good. I loved it. Event the pro line was “for the pros”.. and I’m sorry, but the consumer line has suffered in the name of money. Although the pro line has always been available to consumer level purchasers.. I’m now concerned that those items will succumb to the mass production quality reduction. Companies need to return to the being the brand and producing quality that people knew them for.. and as for LE? all i can say to that is ..NO! HATE IT

  34. Terrible customer service, in my opinion!

  35. Natasha

    Besides quality, of course, for me the true test of a company is how they handle controversy. For me, I cannot in good faith buy anything from Illamasqua because of their ridiculous response to the outcry over their “I’m Not Dreaming of a White Christmas” campaign.

  36. becca

    Change formulas of long time customer favorites. Use low quality pore clogging ingredients in expensive products. make low pigmented products. small shade ranges for foundation. i could go on and on. if there was a company that would actually listen to all of these comments they would gain so many more customers and make more money.

  37. Releasing too many similar new releases, I tend to lose interest after a while. A significant decline in quality and no change in price is a big factor too, I think many big name brands sometimes think they can release whatever they want and people would still buy as it has their name on it. Offensive advertising campaigns always shakes my buying confidence too, I’d rather not put my name on such a company.

  38. hawaii girl

    limited editions on basic, everyday products. I can understand limited edditon new colors for eye shadows or lipstick, but mascara or foundation, really? I hate finding a great product I use every day, like mascara, only to have it disappear off the face of the earth.
    And add me to the list of lousy customer service. I believe that money talks and if they give terrible service, I’m out of there!

  39. monique

    I feel like a major mistake for brands to make is ,not making their color selections for all skin tones especially dark tones. the biggest culprit is hourglass!! ever since the rep told me that they never thought of it bbugs me!

  40. Erin

    Having a limited shade range and forgetting about women of color (darker skinned ladies)

  41. CC

    I think the biggest mistake a company can make is put crappy products for a real high price. I honestly prefer drug store make up (in my opinion they have great make up, but then again I do my research and I don’t have super sensitive skin and I am lucky to have neutral skin) because I don’t have to put up with the crappy customer service (yes I’m looking at you MAC!) and the drug stores I shop at will let me return something if I don’t like it.

  42. Melody

    That would be using racism, sexism, cultural appropriation, etc in any capacity to sell their products. I’m looking at you, Illamasqua and Lime Crime. Of course companies will make mistakes, but when they fail to act appropriately when called out for them, that is a major problem. Animal testing is a mistake as well but I don’t consider it as egregious as contributing to social inequality.

  43. anna

    Creating more than one product that I have an allergic reaction to. One product is a fluke, two products that give me itchy bumps means that I am never trying that make-up line again.

  44. Anna

    Sellout to L’Oreal like Urban Decay did…

  45. Lark

    Buying up other lines and then messing with them! Said company built a customer base on products; Those customers will flee when you destroy what they keep buying.

    My bad experience was Elizabeth Arden, but Lauders suits are running MAC on fumes and who knows what will happen to UD?

  46. VickyM

    I like this question! I agree with you Christine, bad quality is a terrible reputation for a brand, in addition elitism can also hurt a brand, in this case it could be limited edition products only available to a few customers, or racism, or simply discrimination to customers because of perceived economic capacity or overall looks.

  47. Profile wp-user-avatar wp-user-avatar-60 alignnone photo of emily Emily

    The number one thing for me is animal testing, I will NOT buy anything tested on animals, and I try my best not to buy from companies who’s parent company does. How is it we can build a machine that goes to mars, but we can’t invent better alternative testing? I read somewhere that the “synthetic skin” cruelty-free testers use is actually cheaper and more accurate that using animals, if this is true than wtm (what the monkey)?

    The other thing for me is charging ridiculous amounts for a name brand on a particular product that isn’t great quality. Also it peeves me when a company doesnt offer a wide range of products for skin colors, from super pale to super dark. I understand that the majority of the population in a given area falls between a certain range of skin colors but I appreciate a company that includes everyone.

  48. Seven

    The biggest mistake a makeup brand can make is making the assumption that women who wear makeup are stupid and will spend hard earned money on products that don’t live up to their price, quality and hype.

  49. Jennifer Foster

    In an MBA ethics class, our teacher always said this quote again and again: “It takes 20 years to build a reputation and 5 minutes to ruin it” So true! Especially for beauty products!

  50. Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Dinitchka Dinitchka

    #1 Poor customer service or non existent customer service.

    #2 Creating such a stir about a product or products and having it LE with not enough to go around.

    #3 Allowing ‘ebayers’ to buy up LE items.

    #4 Selling out. I like when a company has that special touch and they end up selling to some big company that totally changes the original concept.

    #5 LIE.

  51. Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Anne Anne

    Ignoring its customer base. By this I mean not just bad service, but, specifically, ignoring customers’ reactions to its products. When a company responds to complaints or criticism about a product–for instance, when Urban Decay discontinued those hard curvy cases for its eye primers and started putting them in squeeze tubes instead–it shows it’s not just out to make money, but cares about keeping its customers happy. If you’re not interested in that, why go into the consumer products business in the first place?

  52. Mumtaza

    Illamasqua’s blackface christmas campaign. Eternal boycott.

  53. Telling me it’s ~ l o n g w e a r i n g ~ and then it’s not. I’m thinking about the Maybelline color tattoo eye shadow creams .. gawd, those crease on me badly.

    Monica.

  54. Nikki

    I agree with your remark about Benefit Liz, and they were actually the first company to come to mind when I wrote my statement. I once was searching for a new face powder and went into Sephora specifically to check out one from Benefit that had great reviews only to find out that the darkest shade would only match the palms of my hands. I was so disappointed that I haven’t looked into any of their products since!