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Imagine this: A popular social media influencer posts a video about your product, prompting millions of her followers to start buying it.
Sounds like a dream, doesn’t it? Well for hair care company Miele Organics, going viral on social media sparked a perfect storm of controversy and discourse.
Miele Organics is a popular black-owned hair care brand that was founded in 2014 and was initially popularized by the natural hair community. One found product in particular, Rosemary Mint Scalp & Hair Strengthening Oil, has grown in popularity thanks to TikTok.
At the end of 2022, popular creator Alix Earl took the oil to her “Top 2022 Amazon FavoritesAnd TikTok users began voicing concern over their ability to find products, oil becoming more expensive at their local stores, and thousands of comments and stitches potentially improving.
Monique Rodriguez, founder of Miele Organics, responded to concerns by making a statement assuring customers that the company was not planning to make any changes to the product.
It’s worth noting that while Earl wasn’t the first non-black creator to post about the oil, she has a large audience eager to buy what she recommends.
All these incidents have prompted widespread discussion about the accessibility of ethnic hair care products and who benefits the most when these products go viral.
Who benefits from the acquisition of brands?
On January 11, it was announced that Miele Organics would Joining Procter & Gamble With the intention of expanding its product line and increasing community investment. While the acquisition should be cause for celebration, the news and its timing evoke mixed feelings for customers who have had their trust broken by similar deals in the past.
after the acquisition of Carol’s Daughter by L’Oreal USA in 2014 and Sundial Brands (Shea Moisture) by Unilever. In 2017, buyers had concerns over the effectiveness of the products and felt that these brands no longer aimed to serve the initial customer base that made them popular in the first place.
These incidents left many customers behind when their favorite brands were acquired, leading to mistrust and suspicion.
The acquisition being announced, while the initial discourse from TikTok was still going on, led some social media users to believe that the entire controversy was orchestrated by the brand (though this has not been confirmed).
While we don’t know the full details of what happened behind the scenes, the Miele Organics discourse going viral on social media highlights the growing pains experienced by companies and the importance of brands staying connected to their current customer base. Expansion.
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