Glossier makes content out of hate comments

What’s the best move to make when your brand is being hit with an online hate train?

Get on board.

Anyone who’s used Reddit knows how often brands get ripped to absolute shreds for their poor products, services, or inauthenticity.

The platform’s full of opinionated users. And, if you’re not careful, they'll turn your brand into a whole r/page full of reasons they hate you.

Obviously, this has made brands hesitant to dip their toes into the treacherous waters that are Reddit forums. But not Glossier.

The skincare and beauty brand is valiantly navigating those waters instead.

Glossier's received quite a bit of hate on the r/Glossier subreddit page. Apparently their audience is less than impressed with the reformulation of their infamous Balm Dotcom lip balms.

So last week, the brand has released a new campaign called 'The Comments Section' in response. In a hilarious Instagram Reel, Glossier employees read the negative Reddit comments about their brand aloud.

And lord, the Reddit girls are not holding back.

'Glossier new Balm Dotcom formula makes me filled with rage after every use,' a nervous Glossier employee reads, wiping beads of sweat off his forehead with a tissue.

'Garbage. So sad how you had to ruin your best-selling item,' another staffer reads as she nods in agreement.

'I’m going to eat the Balm Dotcom if you do not bring back the original. I am on my hands and knees begging you,' reads another employee.

To finish the reel, a cart of boxes marked ‘Original Formula’ is wheeled into the office. And when you head to the Glossier website, the Balm Dotcom product page assures you that the original formula is back!

‘The Comments Section’ reel has already accumulated almost 50,000 likes.

This is leaps and BOUNDS ahead of their usual Reels, which come in at around 4,000 likes.

Glossier fans are clearly passionate about their lip balm. Glossier’s Balm Dotcom was first introduced in 2014 and clearly has a cult following to this day.

However, last year, the brand reformulated to make it a vegan-friendly product. And boy oh boy, I don’t even think the vegans were happy about it. Glossier’s loyal army heavily criticised the new product, claiming it had lost its famed hydrating abilities.

It’s safe to say, the army can rest now. As the Reel revealed, the brand has taken their feedback on board. And now their beloved balm is back on the shelves and in their bags.

To be honest, I think this is an awesome move from Glossier.

Not only was this Reel a clever and witty way of addressing online hate. The brand's response also shows they really care about their consumers.

Admitting a mistake and doubling back is, of course, nothing new.

If you’re Kiwi, you’ll remember when Milo reformulated in 2015, and how everybody was up in arms about the loss of its classic taste. Then, in 2019, Nestle announced they were reverting the iconic drink back to its original recipe. Coca-Cola did the same thing in 1985 because consumers preferred the original flavour.

(Now can we do the Fabulicious Raspberry Twisters PLEASE?)

Now, with social media, brands have even more opportunity to interact with their fan base. Even in negative circumstances, this can have a hugely positive effect on the brand. If they get their response right, this can foster loyalty and customer satisfaction.

So if your brand's experiencing negative feedback, here's what you can do:

• Accept the challenge and take action. Often, the people commenting are the ones who engage with and love your brand. If a lot of those people are saying the same thing, chances are there’s an opportunity to improve.

• Remain transparent. Deleting negative comments and trying to hide bad feedback is a huge no-no. And it can get you into seriously hot water. So allow your audience to feel heard by engaging with their concerns.

• Turn it into content! Just like Glossier, or OneNZ CEO Jason Paris did, you can read them in your content. This is a light-hearted way to address your audience and put a comedic spin on the situation. Just make sure you're prepared to take action to show you've listened, too!

-Sophie, Copywriter