*Oop. That didn’t work: Retail giant Bath & Body Works is in the midst of a public relations crisis following backlash over a holiday candle design that many consumers alleged resembled the hoods worn by the Ku Klux Klan.
The controversial product, part of the company’s “Snowed In” scent line, featured a snowflake design that, upon closer inspection, drew parallels to the infamous white hooded garb associated with the American hate group.
The uproar began when social media users took to X (formerly Twitter) to express their anger regarding the design, coining the term “klandle” to illustrate their disapproval.
The candle, which featured two holes on either side of its snowflake pattern, was quickly identified as an insensitive misstep in a society increasingly aware of cultural symbols and their implications.
In response to the swelling tide of criticism, Bath & Body Works promptly pulled the candle from its website and issued an apology to the public, according to AdAge.
A spokesperson conveyed the company’s commitment to listening to feedback and underscored that such unintentional mistakes would be addressed.
“We are committed to listening to our teams and customers and committed to fixing any mistakes we make—even those that are unintentional like this one. We apologize to anyone we’ve offended and are swiftly working to have this item removed and are evaluating our process going forward,” the spokesperson stated.
This incident is part of a troubling trend for Bath & Body Works, which has previously faced scrutiny for its marketing decisions.
In 2021, the brand was criticized for launching a campaign during Black History Month that seemed to co-opt cultural messages for profit without genuine understanding or appreciation of their significance.
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(@diet_prada)The backlash from that campaign serves as a stark reminder of the expectations consumers hold for brands to act ethically and sensitively.
As the outrage surrounding the “klandle” continues to unfold, Bath & Body Works finds itself at a crucial crossroads. This situation underscores the necessity for companies to foster a deeper awareness of the historical context behind their product designs and to prioritize inclusivity in their branding strategies.
The growing discourse surrounding cultural sensitivity and representation highlights a pivotal moment in the retail landscape, where consumer expectations are evolving alongside social consciousness.
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