Sample interview questions: Can you share any experience you have had with crisis communication in response to a major product reformulation or packaging redesign within the beauty industry?
Sample answer:
- Case Study: Revlon’s Lipstick Reformulation:
During my tenure at Revlon, we faced a significant challenge when we decided to reformulate our iconic lipstick line. The new formula was designed to be more long-lasting, moisturizing, and transfer-resistant. However, some loyal customers expressed concerns about the new formula, claiming it felt different and didn’t perform as well as the original.
Crisis Communication Strategy:
-
Transparency and Honesty: We immediately issued a public statement acknowledging customer feedback and concerns. We emphasized our commitment to quality and explained the reasons behind the reformulation, highlighting the improved benefits of the new formula.
-
Customer Engagement: We actively engaged with customers on social media and through our customer service channels. We responded to inquiries, addressed concerns, and offered solutions to dissatisfied customers.
-
Product Sampling and Education: To address customer skepticism, we launched a product sampling campaign, distributing free samples of the new lipstick line to beauty influencers, editors, and customers. We also created educational content explaining the benefits and application techniques of the new formula.
-
Media Relations: We proactively reached out to bea… Read full answer
Source: https://hireabo.com/job/8_1_32/Beauty%20PR%20Specialist