Leaked Email Shows Beauty Brand Asking Employees To Give Fake Reviews On Sephora
By Izza Sofia, 19 Oct 2018
Skincare brand Sunday Riley is currently under fire for posting fake reviews on Sephora.
A former employee of the company has taken to Reddit to accuse the eponymous brand’s CEO—cosmetic chemist Sunday Riley—for ordering staff to write fake reviews about the brand’s products that are sold at Sephora.
The Reddit user posted what seems to be an internal email from Sunday Riley’s Head of Sales that carries the title “Homework time—Sephora.com Reviews.” The email instructs its employees to write inauthentic reviews of its recently launched acne treatment products.
The email reads, “[A]t least three reviews for ‘Saturn’ over the next week, and some for ‘Space Race’ the week after.” The user explained that employees had to write fake reviews on an ongoing basis and the instructions usually came from Riley or the Head of Sales.
The former employee has also provided a redacted version of the confidential memo on Reddit that reads, “When reviewing Saturn please address things like how cooling it felt, the green color, the non-drying mask effect, radiance-boosting, [getting] rid of your acne after a couple uses.” It also contains details teaching employees how to use VPN that would protect their IP addresses from being traced through the reviews.
Instagram beauty-centric account @esteelaundry shared a screen-grab of a post from Sunday Riley’s Instagram that confirms the authenticity of the memo. The post has since been removed from Sunday Riley’s account.
Beauty brand Sephora has responded to the controversy, saying that the company carries “strict brand rules” about its ‘Ratings and Reviews’ that is a vital tool for fans.
Sephora has moderation teams that protect the integrity of the ratings to help ensure reviews are authentic, unbiased and trustworthy.
The brand said the incident is “not representative” of its ‘Reviews and Ratings’ culture and that it will get in touch with Sunday Riley to look into the matter.
View this post on Instagram
So @SundayRiley has admitted to posting #FakeReviews on @Sephora. #Laundrites, what do you think of this response? Do you think this is an ethical way to address potential negative reviews from competitors? We don’t think so. 🙅🏼♀️ Do you? 🤔#SundayRiley #FakeSephoraReviews #Sephora #CanWeTrustSundayRiley
A post shared by Anonymous #BeautyCollective (@esteelaundry) on
[via Vox, opening image via Sunday Riley]
More related news