Maybelline deletes tweet about abandoning Snapchat for Instagram
Maybe it's a joke?
Makeup company Maybelline — arguably most famous for its slogan "Maybe she's born with it. Maybe it's Maybelline" — says it's actually happy with using Snapchat after an earlier tweet questioned its future on the app.
Here's what we know happened:
As attention gravitated toward Kylie Jenner admitting she doesn't open Snapchat anymore, Maybelline followed the confession with this tweet:
Yeah, in a post-Snapchat redesign world, the makeup brand was asking its 665,000 followers on Twitter if it should still use the app. According to the tweet, Maybelline's channel's views had already dropped "dramatically."
The tweet received thousands of retweets and quickly the evidence was clear: About 80 percent of the nearly 7,000 people who had voted thought that brand should leave Snapchat.
Someone with access to Maybelline's Twitter account deleted the tweet shortly thereafter. But it had already garnered plenty of attention, as brands do when they tweet whatever and just half-apologize later.
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On Friday, The Wall Street Journal's Lara O'Reilly reported that the tweet was apparently a mistake by one member of the team and did not reflect the company's view.
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Matthew DiGirolamo, chief communications officer at Maybelline parent company L’Oréal USA, shared an emailed statement with the Journal that emphasized the company's "strong partnership" with Snap Inc., the parent company of Snapchat.
“The tweet from an individual within our Maybelline brand in no way reflects the views of the company, nor the Maybelline brand. We have a strong partnership with Snap Inc. and are happy with the results we are seeing with the platform," the statement reads.
But he didn't deny that views are down and shared little about the actual partnership.
Mashable contacted Maybelline for comment about how its performance on Snapchat since the redesign and what the dollar value of its partnership with Snapchat is, with its daily channel and with buying Snap Ads, but representatives didn't immediately respond to the request.
Topics Instagram Snapchat Social Media X/Twitter
Kerry Flynn is a business reporter for Mashable covering the tech industry. She previously reported on social media companies, mobile apps and startups for International Business Times. She has also written for The Huffington Post, Forbes and Money magazine. Kerry studied environmental science and economics at Harvard College, where she led The Harvard Crimson's metro news and design teams and played mellophone in the Band. When not listening to startup pitches, she runs half-marathons, plays with puppies and pretends to like craft beer.
