Zoë Foster-Blake's Go-To Skincare Faces Criticism Over Special Edition Face Oil's Environmental Impact
Zoë Foster Blake's skincare brand Go-To faces backlash for its new $80 Extra special edition Face Hero oil, presented in a non-refillable rhinestone bottle. Fans expressed disappointment over the environmental impact of single-use plastics, questioning the brand's commitment to sustainability. The brand has acknowledged customer feedback and is considering product refills in response to concerns raised on social media.
Zoë Foster Blake's skincare brand, Go-To, is facing criticism following the launch of a new limited edition pink bottle of their Face Hero oil. The product, priced at $80 and quickly selling out online, has raised environmental concerns among consumers due to its non-refillable design.
Environmental Concerns Arise from New Product Launch
The recent release of Go-To's Extra Special Edition Face Hero oil has sparked backlash among some customers who are dissatisfied with the product's non-refillable pink bottle embellished with rhinestones. Priced at $80, about $35 more than the original version, many have taken to social media to express their disappointment. PR professional Adriana Glass notably highlighted the issue, condemning the use of single-use plastics and their detrimental impact on landfill waste. Commenters on Go-To's Instagram echoed these sentiments, questioning the brand's commitment to sustainability and calling for refillable options instead of new packaging.
Go-To's Response to Customer Feedback
In light of the criticism, Go-To quickly acknowledged consumer feedback regarding refills. The brand stated that they are continuously assessing which products may benefit from refill options and emphasized their commitment to making significant improvements. Go-To's proactive approach aims to address the concerns raised by loyal customers while promoting environmentally friendly practices.
Zoë Foster Blake Regains Control of Go-To
Earlier this year, Zoe Foster Blake repurchased her stake in Go-To after the company's previous owner, BWX, faced administrative challenges. In 2021, Zoe, alongside co-founder Paul Bates, sold a 51.5% stake in Go-To for $89 million. However, following BWX’s struggles and subsequent administration in April 2023, they reclaimed ownership for $21.8 million, significantly lower than the prior sale. Zoe expressed feeling out of her depth during this turbulent transition, underscoring the complexities involved in selecting business partners.
Personal Reflections on Business Journey
Reflecting on the difficulties faced, Zoe stated that the challenges reaffirmed her protective instincts toward Go-To, describing her role as 'maternal' towards the brand. She emphasized the importance of commitment and focus in her decision to reacquire her shares, saying she could not proceed with uncertainty regarding the brand's future. Celebrating a decade of Go-To, Zoe hosted a modest celebration with her team and expressed gratitude for the supportive community surrounding the brand.
The Future of Go-To Post-BWX
Following the repurchase, Zoe has resumed her full leadership role as chief creative officer and director of Go-To. Despite BWX’s substantial financial losses and subsequent leadership changes, Go-To has maintained operational independence and a dedicated following. This independence allows Zoe to focus her efforts on enhancing the brand's reputation while navigating the challenges of the beauty industry.
