The Controversy Surrounding TikTok Influencer Cecilee Max-Brown’s Bioré Ad: A Lesson in Brand Responsibility and Mental Health Awareness

TikTok Influencer Faces Backlash for School Shooting Mention in Bioré Ad

TikTok influencer Cecilee Max-Brown recently found herself in hot water after including a mention of the February shooting at Michigan State University in an ad for skincare brand Bioré. The since-deleted video featured Max-Brown discussing mental health and anxiety while promoting Bioré products.

The video quickly went viral, but not in the way Max-Brown or Bioré had hoped. Instead of garnering positive feedback, the influencer faced criticism for seemingly making light of a traumatic event and profiting off of a school shooting. Max-Brown has since issued an apology, stating that the post was meant to raise awareness about her struggles with anxiety following the school shooting.

This incident sheds light on the controversial practice of brands commodifying mental health and self-care to sell products. Many beauty brands have launched similar campaigns, using influencers to discuss mental health while promoting their products. However, the backlash against Max-Brown highlights the fine line between raising awareness and exploiting serious issues for profit.

While Max-Brown has taken down the video and apologized, Bioré has come under scrutiny for not providing better guidance to its content creators. The skincare brand stated that it does not edit or censor influencer content but reviews posts before they are published. In response to the backlash, Bioré apologized for not offering clearer guidance to its influencers.

As the debate continues, this incident serves as a reminder of the challenges brands face when trying to align their marketing strategies with social issues. While Bioré may weather the storm, the future of Max-Brown’s career as an influencer remains uncertain in the wake of this controversy.