Bioré viral TikTok ad blasted for reference to MSU school shooting

A TikTok video promoting Bioré has gone viral for its reference to the Michigan State shooting.

Social media influencer and former MSU volleyball player Cecilee Max-Brown posted a video to her TikTok account partnering with the skincare brand as part of its mental health campaign. In the video, Max-Brown appeared to open up about the anxiety she has experienced in the wake of the shooting while simultaneously promoting the products.

She discusses her struggles with mental health while the TikTok cuts to videos of different parts of her day such as exercising and journaling, which is followed by a cut to her using a Bioré pore strip. The video then cuts to her lying in bed while she talks about the "countless anxiety attacks" she has suffered as a result of the traumatic event, as well as "crying alone in (her) room at night" before it cuts to her applying the skincare products and promoting the brand's mental health campaign.

"I've found myself recently struggling from seeing the effects of gun violence firsthand," Max-Brown said in the video. "I've had to intentionally set aside time to prioritize my mental health. I will never forget the feeling of terror that I had walking around campus for weeks in a place I considered home."

The ad drew swift criticism and was taken down in less than a day. Many took to social media to voice their opinions, with some accusing the ad of trying to profit off of school shootings.

"I never thought I'd hear an upbeat soundtrack played on the back of the words "I will never forget the feeling of terror I had walking around campus in a place I considered home"....for a pore clearing product?" @tweetysoph86 tweeted. "Seems monetising tragedy is in 'pore' taste. This isn't it Bioré."

Another user was shocked that the Bioré marketing team allowed the ad to run in the first place.

"Cannot for the life of me fathom who on the Bioré marketing team saw this and was like “yes, this content is exactly what we were looking for!” @spencerbarrett tweeted.

One user took issue with the ad but didn't blame Max-Brown.

"We have failed as society," @seanfaywolfe tweeted. "Any society where this video is made has crumbled and failed on every structural and moral level conceivable. To be clear, I'm not blaming the person in the video, she's just trying to move on... I'm blaming literally everything and everyone else."

Bioré released a statement on Instagram apologizing for the video. While the company admitted it went about it the wrong way, it still remains committed to continuing its mental health mission.

"We lacked sensitivity around an incredibly serious tragedy, and our tonality was completely inappropriate. We are so sorry."

The company also added that they know people are angry and are asking people to direct that anger toward them and not the creators.

Max-Brown issued a written apology as well via her TikTok account.

"I did not mean to desensitize the traumatic event that took place as I know the effects that it has had on me and the Spartan community," Max-Brown said in the statement. "I take accountability for this and ensure to be smarter in the future."

This article originally appeared on Detroit Free Press: Bioré apologizes for TikTok ad referencing MSU school shooting