Ulta apologizes for Kate Spade email referencing the designer’s death by mistake

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sent an email Sunday night promoting Kate Spade New York fragrances at a 15% discount. But many shoppers were turned off by the deaf subject line that accidentally referred to the designer’s death in 2018.

Spade was found dead in her New York apartment in June of that year, at the age of 55. His death was considered a suicide by penance, and his tragic loss renewed conversations about mental health causes and suicide prevention. Kate Spade New York donated $ 1 million to suicide prevention groups to honor the death of its founder. (Tapestry, Inc. TPR,
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(formerly known as Coach) has owned the Kate Spade brand since 2017.)

Ulta’s email on Sunday, however, invited shoppers to “Come and have fun with Kate Spade,” which led recipients to use Twitter TWTR.
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call the company “insensitive” and “absolutely deaf.”

In addition, May is also the month of mental health awareness.

“No one in marketing in Ulta seems to remember how Kate Spade died. Disgusting,” one email recipient tweeted.

“How come no one on @ultabeauty noticed how fucking he is?” tweeted another. “Ulta no.”

This led to Ulta Beauty becoming a real-time Google GOOGL trend,
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searches Monday afternoon as the news spread. And it also made Google searches for “Death of Kate Spade” increase by 1,250% compared to that time last week.

An Ulta representative shared an apology with TMZ. Here is the full statement:

“Ulta Beauty has recently sent an email with Kate Spade fragrance New York with an insensitive subject line and for that, we sincerely apologize. Mental health is a very serious and important issue in this country, not something “We would never take it lightly. We apologize to the Spade family, our Kate Spade New York brand partners, and our guests. Thank you for your understanding as we strive to do better.”

If you or someone you know is having suicidal thoughts, call the free and confidential service National Suicide Prevention Lifeline (1-800-273-8255). Additional resources include Crisis text line (send the text HOME to 741741), the Veterans Crisis Line (press 1 after marking the national lifeline), the Project Trevor for LGBTQ Youth (1-866-488-7386), the Trans lifeline (877-565-8860) and the Disaster Abuse Administration and Mental Health Services Administration Helpline (Call 1-800-985-5990 or text TalkWithUs at 66746).

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