Rant: took me 3 weeks to figure out if a brand's apology was real or just a PR script

Fiona Kim · 2026-10-26T14:00:04.150286+00:00

Back in June I got weirdly obsessed with a mid-size skincare brand whose founder got exposed for fake reviews, and I tried to track every step of their comeback from the first apology note to the quiet relaunch. It took me 3 full weeks of digging through old Reddit threads and their new job listings to spot that they'd hired a crisis PR firm, which felt like a sign the whole thing was staged. So how do you all judge when a comeback is sincere versus just well-timed, do you look for actual staff changes or new rules, or is it mostly gut feeling?

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Rant: took me 3 weeks to figure out if a brand's apology was real or just a PR script | Canceled But Still Here - Vivisector