Ulta Beauy sent an email promoting Kate Spade fragrances on Sunday - but many shoppers were turned off by the 'disgusting' and 'tone deaf' subject line that accidentally referenced the designer’s 2018 death.
Ulta Beauty ULTA, +2.21% pushed an email on Sunday night that promoted Kate Spade New York fragrances. But many shoppers were turned off by the tone-deaf subject line that accidentally referenced the designer’s 2018 death.
Spade was found dead in her New York apartment in June of that year, at the age of 55. Her death was ruled a suicide by hanging, and her tragic loss renewed conversations about mental health causes and suicide prevention. Kate Spade New York donated $1 million to suicide prevention groups to honor its founder’s death.
Ulta’s email on Sunday, however, invited shoppers to “Come hang with Kate Spade,” which led recipients to take to Twitter TWTR, +0.24% to call out the company for being “insensitive” and “absolutely tone deaf.”“Apparently nobody in marketing at Ulta remembers how Kate Spade died. Disgusting,” tweeted one email recipient. This led Ulta Beauty to trend on real-time Google GOOGL, +2.17% searches Monday afternoon as the news spread.
If you or someone you know is having thoughts of suicide, call the free, confidential National Suicide Prevention Lifeline . Additional resources include the Crisis Text Line , the Veterans Crisis Line , the Trevor Project for LGBTQ youth , the Trans Lifeline and the Substance Abuse and Mental Health Services Administration’s Disaster Distress Helpline .
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