Check your hashtags before you use them! Celeb Boutique tweeted this because they saw “Aurora” trending. It was trending because of the Aurora shooting.
To make matters worse they did a terrible job of apologizing playing the blame game in this statement:
“We didn’t check what the trend was about hence the confusion, again we do apologise. We are incredibly sorry for our tweet about Aurora. Our PR is NOT US based and had not checked the reason for the trend; at that time our social media was totally UNAWARE of the situation and simply thought it was another trending topic. We have removed the very insensitive tweet and will of course take more care in future to look into what we say in our tweets. Again we do apologise for any offense caused. This was not intentional & will not occur again. Our most sincere apologies for both the tweet and situation. – CB””
The whole ‘apology’ just stinks of the blame game too much and their most sincere apologies were only for the ‘tweet’ and the ‘situation’. What's worse, the tweet or the horrible PR?