Sephora Ends Partnership With Social Influencer Amidst College Cheating Scandal
Sephora ended its partnership with social media influencer Olivia Jade amidst a massive college cheating scandal this week, reports CNBC. Olivia Jade, whose real name is Olivia Giannulli, is the 19-year-old daughter of “Full House” actress Lori Loughlin and designer Mossimo Giannulli. Loughlin and Giannulli were accused Tuesday of paying $500,000 in bribes in a scheme to gain Olivia and her sister Isabella entrance into the University of Southern California by cheating on entrance exams. According to CNBC, the Sephora Collection partnership with Olivia Jade was ended immediately and products were removed from the beauty retailer's website by Thursday afternoon.
Total Retail's Take: Sephora has taken immediate action to distance itself from Olivia Jade following the news of the celebrity college cheating scandal, saving the brand from a further public relations fiasco. By terminating its relationship with Olivia Jade, the beauty chain is protecting itself from issues that other brands have recently faced when their influencers or partnerships go south. Brands must monitor the actions of their influencers to ensure they align with their own values and ideals. In a move similar to Sephora, The Hallmark Channel fired Loughlin this week, according to NBC.
Kristina Stidham is the digital content manager at Total Retail and sister brand Women in Retail Leadership Circle. She is passionate about digital media and handles social media, video, and podcast production for both brands, as well as contributing articles and attending events. Kristina holds a B.A. in Media Studies and Production from the Temple University Klein College of Media and Communication in Philadelphia.