Ironically, it is Bath and Body Works that have landed in the soup after releasing its “Snowed In” candle. What was intended to be a candle to usher in the winter atmosphere with its design pattern resembling snowflakes has, quite to the contrary, mired the company in thick criticism for its resemblance to a Klan hood from the Ku Klux Klan. The post has sparked debate on all social media platforms, including Reddit, where users have jovially named the candle “KKKKandles.”
The candle debate
The “Snowed In” candle was designed, critics felt, with white cone-like edges and two cutouts on the center that resembled the infamous hoods worn by the KKK, known for their violence and racism, with a long history of association with the particular clothing. After numerous complaints and outrage taking hold online, Bath and Body Works pulled the candle from both its physical stores and its website.
The company, in an official statement, expressed their regret for the ‘unintentional offense’ the product caused. They further explained that there was no intention to impersonate KKK attire and have emphasized that it is committed to listening to customer feedback. “At Bath & Body Works, we are committed to listening to our teams and customers, and we are intent on making right any mistakes we make-even those that happen unintentionally like this one,” they said.
Social media backlash
The incident went viral on all social media platforms, especially on Reddit. Under the thread “KKKKandles,” people shared their opinions about the design of the candle. One user even commented that when lit, the pattern of the cutouts with candlelight might remind one of images of KKK members standing around a fire. This comment not only reveals the insensitivity of the design but also points to a more general concern within society related to symbols and hate groups.
While many were in an uproar over it, others did their best to belittle the situation, even calling it no more than a poorly designed snowflake and hence not representative of any hate symbols. Comments ranged from incredulity at the lack of oversight to criticism of what some see as hypersensitivity in today’s cultural climate.
The eBay resale market
Despite Bath and Body Works’ immediate move to pull the candle from circulation, it rapidly showed up on resale sites such as eBay. One ad went so far as to attempt to sell the now-controversial candle for a staggering $350. This resale reaction underlines both the public curiosity about controversial items and, more importantly, the profit margins that can be derived through the sale of products associated with scandals.
That price represents not only the rarity of the item but a kind of macabre interest in its provenance. Comments on Reddit seemed dubious that anyone would actually pay such a price for what many considered to be a tasteless product.
Past controversies
This is not the first time Bath and Body Works has found itself in hot water on cultural sensitivity. Last year, it came under fire for releasing a line of products bearing Kente cloth patterns during Black History Month. People said it was appropriating black culture, despite its efforts to work with various groups, including the National Urban League. The company maintained the efforts were larger diversity, equity, and inclusion initiatives.
These various incidents in the past have raised a certain number of eyebrows among consumers about Bath and Body Works’ commitment to cultural awareness in the design of their products. This recent candle debacle will likely further complicate their brand image as they work their way through consumer expectations in an increasingly sensitive marketplace.
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