The Aurora trend, in reality, is related to the tragic shooting in Aurora, CO at a midnight premier of "Batman: A Dark Knight Rises".
Naturally, Twitter users have not taken kindly to Celeb Boutique's update.
Many have suggested that the company donate money towards a non-profit organization related to the shooting to further apologize for their mistake.
So far, Celeb Boutique has only responded with tweets stating,
"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."
"We have removed the very insensitive tweet and will of course take more care in the future to look into way we say in our tweets."
Again we do apologise for any offense caused. This was not intentional & will not occur again. Out most sincere apologies for both the tweet and the situation."Some have come to the defense of the online retailer, saying it was an honest mistake and they are taking appropriate steps to correct it. However, it's clear that for at least the time being that there will be repercussions.
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Personally, I'm still very much upset about the shootings, as I should be. This is coming at a time where "too soon" is an understatement. Whether they intended for it to actually be a joke or not, it couldn't have been a more unfortunate time. To blame it on non-US PR is ridiculous, if you're a company and you're going to hashtag something, look it up first! Otherwise THIS will happen to you.
Some tweets I read were from people canceling their orders and declaring their boycott of the company. I might have even joined in if I thought that I could ever buy products [that would fit me] from them anyways.
I forgive them for their mistake, but the Twitterverse is going to need some time to forget it. For now, they are going to have to do something pretty major if they want to make a positive impact to counteract the drama they've caused.
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