It is evident that black communities in Africa were the most disturbed by the image, which is why restoring H&M’s reputation locally was important. Moreover, given that the incident was exacerbated by people’s reactions on social media, H&M also had to develop a global PR strategy to restore the brand’s reputation among customers, celebrities and social media followers from around the world that were offended by the image.
Content analysis: Sephora's "We Belong to Something Beautiful" campaign
On June 5, 2019, the cosmetics giant Sephora launched its “We Belong to Something Beautiful” campaign in the U.S. and Canada in an effort to communicate the brand’s commitment to diversity, inclusivity, and self-expression.
On October 31, 2019, five people were killed in a Halloween party shooting in Orinda, California. The incident occurred in a four-bedroom Airbnb house rented by a woman who told the owner that her family needed to escape from the Sonoma County wildfire, according to the Associated Press.