Bath & Body Works Faces Backlash Over Candle Design Resembling KKK Hoods
In recent days, Bath & Body Works has found itself in hot water over a candle that sparked widespread outrage on social media. The retailer, beloved for its seasonal scents and nostalgic mall charm, was forced to remove a product from its shelves after customers pointed out that the design of the Snowed In candle bore an unfortunate resemblance to Ku Klux Klan hoods. What was intended to be a festive snowflake design quickly became a viral topic of controversy.
The issue first came to light when a user on Reddit shared a photo of the candle, questioning, “I know it’s one of those paper snowflakes, but I can’t be the only one who sees ‘it,’ right …. RIGHT??” The response was overwhelmingly in agreement, as commenters echoed the sentiment, pointing out the striking resemblance to the notorious white supremacist hoods. One user on X (formerly Twitter) remarked, “Wait, how the heck did nobody at Bath & Body Works clock the ‘klandle’?” This design misstep, which slipped through the cracks of quality control, prompted a swift reaction from both the public and the company.
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Within 48 hours of the initial outcry, Bath & Body Works pulled the candle from its website and all stores. In an official statement, the company expressed its commitment to accountability, saying, “At Bath & Body Works, we are committed to listening to our teams and customers and committed to fixing any mistakes we make—even those that are unintentional like this one. We apologize to anyone we’ve offended and are swiftly working to have this item removed and are evaluating our process going forward.”
This incident isn’t the first time Bath & Body Works has faced criticism over product design. Back in 2022, the company received backlash for a Black History Month collection that featured kente-cloth-like packaging, which many perceived as cultural appropriation. Clearly, there is an ongoing challenge for the retailer when it comes to understanding cultural sensitivities and the implications of its designs.
The social media conversation surrounding the Snowed In candle has highlighted the importance of diverse perspectives in creative processes. Many users pointed out that such a blunder could likely have been avoided with a more inclusive design team. One X user noted, “This sort of thing can easily be prevented by hiring the so-called ‘DEI’ candidate,” referencing the need for diversity, equity, and inclusion in the workplace. While some defended the company by claiming that the snowflake design was indeed innocent, others emphasized that the reaction was a reminder of how important it is to be sensitive to cultural symbols.
In this era of heightened awareness around social justice and representation, brands like Bath & Body Works are increasingly held accountable for their missteps. The public's response to this incident demonstrates that consumers expect brands to not only provide quality products but also to be mindful of the cultural significance behind their designs. This situation serves as a powerful reminder that in a diverse society, attention to detail and cultural sensitivity are paramount to maintaining a positive brand image. As Bath & Body Works moves forward, it will be interesting to see how they adapt their creative processes to avoid similar pitfalls in the future.
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