Cosméticos Vichy Francia: ¿Blog o no blog?

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IE code:
SI1-104
Language: Spanish
Format:
PDF
Nr. Of Pages:
7
Type of publication:
Case Study

Description

On May 20th 2005 Delphine, product manager forVichy’s French subsidiary perhaps had one of her worst days professionally speaking. She had to present public apologies to her clients for the false blog created due to the launching of a new anti-aging cosmetic product.

Soon, it became a scandal of mass proportions and it appeared on main French newspapers.  This is why the top management ofVichyFrancehad to make plans for a response strategy.  The question now was to know if they should act nationwide using traditional communication methods or new methods. Or simply just let some time go by for the problem to be forgotten.

What to do with the blog then?