It was only a few months ago that the media was hailing celebrity Jessica Alba as one of the best business brains in Hollywood for championing ethical brand Honest. But, after a string of allegations and negative comments against its sunscreen, it’s no surprise she’s getting burnt.
Last week the Sin City actress issued a joint statement on the company blog – to protect her 20% stake in the company – with business partner Christopher Gavigan, emphasising that ‘they’re parents too.’
Here’s a breakdown of the statement:
You’re not alone
We all know there are some celebrities who’ll happily endorse products but not use them. So, Alba makes clear early on that she believes the range is good enough to protect her own children – every day.
“We develop and use Honest Sunscreen to protect our own children – Honor, Haven, Luke, Evie and Poppy – at the park, in the pool, outside, every day.”
We respect you
Alba then proceeds to empower her customers by telling them they’re in the driving seat when it comes to Honest’s reputation.
Although, when re-reading I can see it’s a slightly back-handed compliment – as people’s expectations of the product only come from what Alba has promised them.
“What matters most to us is your trust and confidence. We’re passionate about living up to your expectations as much as our own.”
We’re working to put this right
To explain how she’s attempting to fix the situation, Alba tells her customers she’s not just a silent partner. When the office is busy, she too has picked up the phone and personally answered complaints.
Although she doesn’t explicitly say how many, or how these issues were resolved, it does prove she cares.
“We’ve personally picked up the phone to speak with many of you who have called our customer service hotline.”
We’ll find a solution
At this stage there’s no conclusion to this sunscreen saga, but Alba’s final quote holds her accountable to finding a solution.
Whether that’s pulling the products off the shelf – to do more testing and reviews – or using positive case studies to push the message that the sunscreen really does work, time will tell.
“We hear you and we’re here for you. As always, we’ll do what it takes to make it right.”
Is this sympathetic statement enough to convince you that the products are honestly doing their job? Maybe stay indoors just to be on the safe side.