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YSL Saint Laurent Beauty has faced public criticism following their response to a negative comment about TWICE member Sana. The incident involved a comparison between Sana and another idol. The brand's positive reaction to the negative comment led people to question their decisions and intentions behind their appointments.
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Fans criticized the brand through their comments. Later, the brand clarified it was an accidental mistake on their part and issued an apology.
Fans gather to support Sana of TWICE over YSL Instagram incident
Sana of TWICE became the official Japanese ambassador of Yves Saint Laurent Beauty on December 18, 2023. Since then, she has represented the brand at various events, much to the delight of her fans, who were proud to see her as a representative of Japan for a global luxury brand. However, recent events have left fans feeling disappointed with the brand's behavior towards Sana.
On July 13, YSL made a post featuring Sana in a white dress to promote the launch of a YSL pop-up store in Tokyo. The post was captioned,
“Shine On. Will you be there.”
In response to this post, an Instagram user left a negative comment comparing Sana to BLACKPINK’s Rosé, claiming Rosé was a better fit as the brand’s ambassador and labeled her as the best ambassador.
What upset fans, however, was YSL Beauty’s response to this comment. The brand’s Instagram account replied with a white heart emoji, which fans interpreted as an agreement with the sentiment and a preference for Rosé over the TWICE singer.
This reaction from YSL Beauty was seen as a slight against the singer and led to criticism from fans. They expressed their displeasure, feeling that the brand's response was disrespectful, and questioned the brand’s commitment to their ambassadors.
The white heart emoji was perceived as an endorsement of the negative comparison, adding to the fans' frustration. Faced with criticism, YSL Beauty quickly issued a public apology. The brand clarified that the response was an accidental mistake by one of their community managers and did not reflect the brand's values.
"Today, one of our community managers mistakenly replied to a negative post about our beloved and respected ambassador, Sana. This action does not reflect our brand values. Nevertheless, we apologize to her and any of her fans that were hurt by this action"
They continued,
"Our commitment to supporting all our ambassadors remains unwavering. At YSL Beauty, we foster a community built on respect, love, and positive engagement."
Following this apology, fans calmed down and were more willing to move past the incident. Rosé continues to serve as the global brand ambassador for YSL, while Sana holds the position of the Japanese ambassador for the brand’s beauty segment.
