Amber Phillips
Bath & Body Works recently found itself in hot water over a candle whose packaging some consumers claimed resembled Ku Klux Klan hoods. The “Snowed In” candle featured a winter-themed design with a stylized paper snowflake. However, several commenters on social media quickly compared the visuals to the hoods traditionally worn by Klan members, leading to widespread outrage.
Backlash on Social Media
The candle’s design ignited a swift reaction online. Many users expressed their disbelief, dubbing the product the “klandle” and even referring to it as a “Klan Krismas Kandle.” This sparked an avalanche of conversations across platforms, particularly on Reddit, where the design was criticized for being offensive.
Notably, some individuals who attempted to purchase the candle found their orders canceled, a domino effect of the rising controversy. Despite this, a few listings for the candle appeared on eBay, with one seller attempting to auction it for an astonishing $350. Although eBay’s policies prohibit listings that contain racist language, the company clarified that this particular item would remain because it does not overtly use such terms.
Company Response
In light of the backlash, Bath & Body Works took immediate action by removing the candle from both their website and physical stores. The company issued a statement acknowledging the situation, expressing regret over the unintended design choice.
“At Bath & Body Works, we are committed to listening to our teams and customers, and fixing any mistakes we make—even those that are unintentional like this one,” a company spokesperson relayed. “We apologize to anyone we’ve offended and are swiftly working to have this item removed while evaluating our processes going forward.”
The incident highlights the sensitive nature of branding and design, especially when the imagery involved relates to a historical hate group. The Ku Klux Klan, regarded as one of the “oldest and most infamous” hate groups in the U.S. by the Southern Poverty Law Center, has its symbols recognized as hate symbols by organizations such as the Anti-Defamation League.
The Significance of Candles at Bath & Body Works
Candles play a vital role in Bath & Body Works’ offerings, accounting for almost 40% of the retailer’s annual sales according to analysts. The company has been well-known for its seasonal collections of scented candles, pushing beyond its original focus on soaps and lotions.
What Does This Mean for Consumers?
For many consumers, the controversy raises important questions about brand accountability and sensitivity to cultural issues. This incident serves as a reminder that companies must carefully consider the designs and messages they communicate through their products.
While some customers were disturbed by the candle’s design, others may find the conversation surrounding it to be an example of how brands react under pressure. The expectations for inclusivity and sensitivity in today’s market are greater than ever.
Conclusion
Bath & Body Works’ recent candle controversy underscores the potential pitfalls in product design and marketing. As the company moves to rectify its error, it also has a chance to demonstrate its commitment to inclusivity and cultural awareness.
The swift response and acknowledgment of the mistake showcase how vital it is for brands to listen to their consumers. Moving forward, the retailer will likely take this incident to heart, ensuring their offerings reflect the values they aspire to uphold
