Should You Call Out Your Copycat on Social Media?It's a splashy way to defend your company, but can it actually help protect it?
This story appears in the2020年4月issue of雷竞技手机版.Subscribe »
First there wasChillhouse. Then there was Chillology. And then things were not chill. It started with Cyndi Ramirez-Fulton, founder and CEO of Chillhouse, which is a Manhattan-based "new-age spa." The company has attracted more than 100,000Instagram followerswho love its modern aesthetic and self-care ethos. In October, one of those followers alerted Ramirez-Fulton to another brand's account — and it looked eerily similar to Chillhouse's.
This other account was for a different self-care destination, called Chillology. It copied specific Chillhouse posts and captions; its products, services, and packaging showed alarming overlap; and the marketing for a Chillhouse pop-up at Miami Beach'sArt Baselwas being used to promote Chillology in New York, the only tweak being the variation in brand name and a lower quality in execution.