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 director at Total Retail and sister brands Women in Retail Leadership Circle and Women Leading Travel & Hospitality at NAPCO Media. She is passionate about digital media and handles video, podcast and virtual event production for all brands. You can often find her at WIRLC, TR, WLT&H or industry events with her camera and podcasting equipment—or at home on Zoom—recording interviews with thought leaders and business executives.
Kristina holds a B.A. in Media Studies and Production from the Temple University Klein College of Media and Communication in Philadelphia. Go Owls! When she's not in the office, she loves to go on long walks, sing around the house, hangout with her family and two pet guinea pigs, and travel to new places.