Naturium Skincare

Case Selection and Proposal

• Name of the organization: Naturium Skincare

• Brief description of one problem or opportunity this organization is facing: Lack of honesty with fans

• The significance of this problem/opportunity and its relationship to public relations or corporate communication: The significance of this problem is that trust is one of the biggest assets a company can have with their consumers, so when a (new) brand is not transparent with them, it can tarnish the reputation of a brand/business.

• Which option have you chosen?: A (critique) or B (create)? We have chosen option A

• Your tentative ideas of how you plan to complete this project:
  • What information is needed: Research about Naturium, the CEO Susan Yara
  • How to get such information: Online articles, brand website, YouTube
  • What each group member will need to do:
    • Everyone will have to view videos of her promoting this brand, so that we can critique what not to do.
    • Gather research about the brand and their products: E. what makes their skincare better than others?
    • Research Susan Yara: who is she, how did she become an influencer, what made her decide to start a skincare brand
    • Research previous scandals that include lack of honesty with consumers: How did they overcome the problem, what do they wish they had done differently
    • Discuss how she could have handled the situation with a positive outcome
    • Create an outline on how to properly handle the situation