This is a smaller makeup brand that not everyone has heard of but it was very infamous on MakeupAddiction. The owner of this brand has had a dark history of shady business practices but until recently it had been mostly forgotten. In the past month though, it came to light that there was a major security breach in their site that caused customer credit card information to be stolen. There were several incidents of this happening and later on it was made known that Lime Crime had been aware of this breach for a few months. Most people understood that security breaches can happen but what made this worse is how the owner of Lime Crime handled the situation.
It basically became a PR nightmare. Everything that should have happened didn't and everything that shouldn't have happened did. They denied the accusation for a long time, when they finally did have to, they didn't offer an apology to those affected and tried to shift the blame elsewhere. They also, as usual tried to cover up the problem by deleting negative comments about the situation from their social media age. Regardless of what they did, it was definitely still out there. I did a search of the hot posts about Lime Crime in MakeupAddiction, and these were 3 our of the top 4.
What Lime Crime should have done was first issue some "first-level" changes such as issuing out an apology to all of their customers and taking responsibility for what had happened. This would have made a majority of their customers much more understanding and prevented their image from getting so tarnished. "Second-level" changes could have easily come next where they shut down their site sooner and looked into the issue. These two things would have diffused the situation immensely and would not have made any impact on the companies values.
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