Shrink-Wrap #7: The risks of a social-only marketing strategy

Eos is a brand in crisis. The lip balm company enjoyed tremendous success based on social media buzz built through influencer marketing. Lawsuits alleging the product caused blisters and rashes sent influencers scurrying and the social media conversation shifted as people began sharing pictures of the blemishes. Eco’s tale is a cautionary one about the risks of building a brand on solely a social media strategy.

Related links

  • Anatomy of a brand crisis: How Eos went from being hot to not (Digiday)
  • Eos Lip balm Being Sued by Consumers Claiming Harsh Side Effects Like Rashes and Blisters (People)