PR pros say Neutrogena botched its response to the Hayden Panettiere backlash. Here's what they think it should do now.

Comms pros show maine Neutrogena botched its consequence to a delicate reputational situation astir its alleged curen of Hayden Panettiere, a erstwhile longtime marque ambassador who died earlier this month.

Neutrogena issued a statement connected Instagram connected Thursday acknowledging that it had made the character "feel unsupported during a very difficult time."

The connection came pursuing instrumentality backlash complete a resurfaced podcast interview, successful which Panettiere said she believed Neutrogena dropped her successful 2015 aft she said publically astir experiencing postpartum depression.

PR pros told maine that Neutrogena responded excessively late, took excessively small responsibility, and scored an ain extremity by disabling comments connected the post.

"By acknowledging that they made Hayden consciousness unsupported without saying what it believes the institution really sewage wrong, Neutrogena's connection invited much questions than it answered," said Bradley Akubuiro, a partner astatine the PR patient Bully Pulpit International, who formerly led communications astatine Boeing arsenic it navigated its 737 Max crisis.

Neutrogena's genitor company, Kenvue, didn't respond to a petition for comment.

Disabling comments connected the station sent its ain message.

"We don't attraction what you person to opportunity astir this situation," Michelle Lawless, VP astatine PR patient Media Minefield, said of really audiences could construe the decision. "This isn't a conversation."

It besides didn't extremity consumers from criticizing the marque elsewhere, pinch online calls for a boycott continuing into this week.

Neutrogena said successful its connection that it is making "a important finance to a long-standing organization wellness partner to thief springiness much women entree to the support they need, including attraction for postpartum depression." It said it would stock much specifications erstwhile the plans were successful place, but it hasn't yet provided further information.

PR advisor Christina Nicholson said she hoped Neutrogena would supply much transparency connected the activity the statement will beryllium doing and stock the results publicly. Nicholson added that Neutrogena should reappraisal the morals clauses successful its ambassador contracts and measure whether they request to beryllium revised for existent and early spokespeople.

Akubuiro drew parallels betwixt Neutrogena's business and Nike aft Allyson Felix and different athletes publically challenged the company's curen of women during pregnancy. Nike updated its maternity policies to waive performance-pay reductions for an 18-month model if an jock became pregnant.

"Neutrogena faces a akin test," Akubuiro said. "If it believes supporting women done intelligence health, pregnancy, and postpartum challenges is portion of its values, those values should beryllium reflected successful really it structures and manages its relationships pinch spokespeople."

The fallout comes during an already awkward period for Neutrogena's trading team.

Current Neutrogena marque ambassador Tate McRae faced disapproval aft she posted a sponsored "post-show" skincare regular connected TikTok. Eagle-eyed viewers pointed retired that she appeared to beryllium mimicking the usage of its constitution remover wipes without really removing constitution from her face. Neutrogena later responded connected Instagram pinch a self-aware station featuring its wipes arsenic a characteristic thanking everyone for the abrupt attention.

"I spot you, and I perceive you, girl," the "wipes" said successful the video. "I deliberation I person immoderate reflecting to do too, you know?