| Notes sent to customers who purchased foundations online from an Estee Lauder store in Seoul explained that they received different purchases that are better for Asian complexions, sparking controversy. / Captured from online community webpage |
Estee Lauder expresses regret over controversial message that fails to align with its brand values
By Park Han-sol
"Estee Lauder gave us racism as a birthday present."
Global cosmetics manufacturer Estee Lauder has been embroiled in controversy over alleged racial discrimination after a consumer complained in an online community late Friday about the cosmetic giant's inappropriate handling of an online purchase.
The writer of the post said she purchased a foundation set online shipped from an Estee Lauder store in a department store in Seoul, adding it was for her younger sister's birthday. She claimed she received a product completely different from her original order along with the store's note explaining that they sent a different item because the color she chose "does not suit Asians."
"The product you selected, shell-colored matte powder foundation, is of a color that gets extremely mixed reviews from our customers as it does not suit Asians. Since the color cannot be checked in person, we are instead shipping the ivory nude-colored product that fits Asians the best. If you do not find it satisfactory, we will assist you with the return process," the note read.
The unnamed customer added she would have been fine with the store's decision if her original order was out of stock and it chose to send an alternative one. But she went on to say, "what was written in the note was something unforgettable," so she decided to share her experience with others. She encouraged other potential customers to consider her experience before purchase.
Her post created a stir online. Some internet users shared her post with others, accusing the global cosmetic giant of discriminative action.
It remains unclear whether the note was part of the Estee Lauder headquarters' policy or was simply at the discretion of one store in Seoul. However, in the product review page, which has been temporarily shut down since Saturday, multiple other customers spoke of also having received the same note.
One reviewer protested it is "racist to assume that all those living in Korea are Asians and that all Asians are dark-skinned." Internet users echoed the sentiment, stating "How does one sell cosmetic products if one assumes that people of the same race would automatically have the same skin tone? Isn't the whole reason they release products of multiple colors to suit each tone?"
Other reviewer called it irresponsible for the store to force the customer to go through the return process if they did not like a product which they did not even order. Some consumers hinted at staging a boycott.
Facing the backlash over the controversial service, Estee Lauder expressed regret over the inappropriate message that does not align with its brand values.
"We are taking this matter extremely seriously and we are in the process of reaching out to each consumer who received the note to personally express our sincere apologies. We are committed to strengthening our internal training as we strive to avoid this type of issue in the future," the brand's official told The Korea Times.