Crisis Response for a Global Haircare Brand

When a safety concern prompted a voluntary product recall, a locally produced legacy haircare brand activated a comprehensive response to protect consumers and uphold its longstanding commitment to quality and care.

A crisis response strategy was mobilized within hours, balancing regulatory compliance with clear, empathetic communication across markets. Key actions included briefing executive leadership, aligning local and global messaging, managing media sentiment, and setting up real-time response protocols to guide consumer engagement. The brand's approach centered on transparency, accountability, and consistency — demonstrating leadership in a high-pressure, time-sensitive situation.

Impact
•Maintained neutral-to-positive media sentiment throughout the recall period.
•Preserved stakeholder confidence and minimized long-term reputational risk.
•Established a scalable internal response protocol now used as a benchmark.

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