Choosing to cater to specific shades whilst simultaneously ignoring other shades can lead to online discussions and negative opinions. This could result in a boycott if the issue is not resolved, which would be a crisis.

In our case, one of the main channels where people have expressed their concerns about the makeup industry is social media; there have been many occasions where issues have started because influencers raised their voices against the product maker and lack of foundation range. The power of influencers should not be taken for granted since these people tend to have a massive group of audience who will be influenced by their opinions.

When a brand works on a solution for the audience, and the problem does not evolve into an issue, they gain good publicity since they are portrayed as brands that care about the customer, however, if these brands do not take further action before this evolves, it can become an issue for them that can lead into the bad reputation, cutting ties with investors and, in the worse scenario, bankruptcy.

Our issue has slightly reached the intense stage as the rate of the topic being discussed has risen, and is a trending topic on social media. For example, the new YSL blushes where the marketing promotes the blush for darker skin tones, however it was quickly debunked as false advertisement.