Makeup company Luxe Cosmetics is apologizing after a recent email campaign promoting a sale went viral for all the wrong reasons. Shocked Thread users described the ad as "morbid," "disturbing" and "creepy," with some comparing it to a "suicide manifesto."
The email, screenshotted by one Threads user and shared widely online, was titled "I'm doing something stupid for you (nothing left to lose)." It appears to promote a deal where shoppers can get a bottle of the company's foundation for just the cost of shipping for a limited time.
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The ominous ad copy says things like "I ended it at 4 PM. Like she told me to... One hour. That's it. 11 bottles. 60 minutes. Then I'm killing it myself," and "She told me to end it. I did. She's firing me tomorrow. I know that. So what do I have to lose? Nothing."
Luxe Cosmetics ControversyThreads
Luxe Cosmetics ControversyThreads
The user who shared the email said that it made her "hold her breath" when she first opened it, adding, "Maybe I’ll be told that I’m overreacting, but I felt that it’s pretty insensitive and gross."
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Many agreed. "I was expecting it to be bad from your description, but nothing could have prepared me for just how BAD that really is," said one commenter, while another added, "This is horribly morbid and inappropriate. Who the f--k thought this was acceptable? I'm so sorry you got this email."
A third called it "So f--king tone deaf" and another added, "That’s really disturbing. There are a lot of things a company can make jokes about but this is not one of them."
Luxe Cosmetics Responds to Email Controversy
One day after the email went viral, Luxe Cosmetics responded to the post, saying they "investigated the matter and confirmed that the email campaign shown in your post was inappropriate and did not follow our internal approval process."
"The individual responsible failed to obtain management authorization," they continued. "While English is not her native language, this does not excuse the incident. She is no longer working with us. We apologize to anyone which found it disturbing."
Luxe Cosmetics ControversyThreads
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In a separate Thread, the company said they "sincerely apologize" and "take full responsibility for the distress it caused," adding, "Intent does not excuse impact." They assured customers that they were reviewing their marketing approval processes to ensure "insensitive and inappropriate" content doesn't make it through to publishing again.
If you or someone you know is contemplating suicide or struggling with suicidal thoughts, help is available 24 hours a day through the Suicide and Crisis Lifeline at 988.
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