Backlash from collaboration with Gujap Seyeon..Cosmetics company eventually halts sales, saying "Betrayed trust" [Star Issue]

*This content was translated by AI.

A cosmetics company that built trust among consumers by promoting naturalism bowed its head after facing fierce criticism following an advertising collaboration with BJ Gujap Seyeon (real name In Se-yeon).

Cosmetics company A announced on the 21st via its official website, "We sincerely apologize for the inadequate judgment that betrayed the values we have pursued and the trust of our customers regarding this set configuration."

Company A stated, "This matter began when we conducted a one-time set configuration to allow more people to experience our products, triggered by this individual's voluntary usage review and direct contact, but we humbly accepted customers' valuable opinions and immediately terminated and deleted the set after confirming the feedback."

It further added, "We once again deeply apologize for the judgment that did not align with brand values and for insufficient review during the planning process. Going forward, to prevent recurrence, we will meticulously inspect and improve all marketing activities and focus solely on cosmetics addressing skin concerns and ingredients."

Previously, on the 19th, Gujap Seyeon posted a video on its personal YouTube channel introducing Company A's cosmetics set, saying, "I wanted to try good cosmetics at a good price, so I contacted them first and arranged for them to be brought to me." The video included the text "This video contains paid advertising from Company A."

Following the video release, criticism poured out, primarily centered on online communities. Strong backlash arose from the decision to hire a BJ with a suggestive image as an advertising model.

In response, Company A's representative also issued an apology statement. He said, "Before making the final decision, I should have searched more thoroughly and listened to customers' opinions, but I couldn't pay enough attention outside of product development and made poor decisions, causing discomfort to customers. I am truly sorry." He added, "I will focus more intently and ensure that our original intention remains unchanged and is always upheld."

He also stated, "Through this mistake, I will focus more and conduct thorough research before making decisions in unfamiliar areas. I should apologize to all customers who contacted us via cafes and websites, but I am currently too sorry and burdened to do so. I deeply reflect on this and will ensure no mistakes occur in the future."

Meanwhile, Gujap Seyeon drew attention in 2024 when images surfaced of him walking with Bang Si-hyuk, chairman of HYBE, in Beverly Hills, Los Angeles, USA. Recently, he also garnered interest by revealing his romantic relationship with BJ Kay (real name Park Jung-kyu).

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*This content was translated by AI.