If you’re on TikTok, you’ve probably seen Cecily and Samantha Bauchmann’s pajama controversy and like me, you’re eating it up. This entire situation is a masterclass in how not to handle a crisis. If you haven’t heard of this yet, Cecily and Samantha’s newly launched family pajama line, 4 The Mems, promised to bring “adorable sets for everyone,” but the backlash over exorbitant pricing, questionable designs, and a shaky apology has turned what could have been a cozy launch into a PR nightmare.
TikTok, in particular, has amplified the drama, turning it into a viral spectacle that transcends traditional media. The platform has become a powerful tool for promoting and selling products, with its algorithm favoring relatable, engaging content that encourages user interaction. Creators and brands alike have leveraged its reach to build loyal followings and drive sales in record time. However, as the Bauchmann sisters have learned, TikTok’s influence can also work against you. The very same virality that helps products sell can just as quickly spread backlash, making it all the more important to have a solid communications strategy in place. Watching this debacle unfold on TikTok has truly been the most entertaining thing I’ve seen in a long time. Here’s why their response fell flat and what lessons we can all take from it.
Lesson 1: Know Your Audience
The Bauchmanns set the stage for their misstep by failing to understand their target audience. As influencers who likely built their following on relatability and aspirational but accessible content, pricing family pajamas at $98 per adult set—and as much as $58 for a baby sleeper—created an immediate disconnect. The comments section erupted with shock and disappointment, with many fans pointing out that more affordable options exist at Target, Gap, or J.Crew. I got my Christmas PJs from Old Navy for $23, and they rock.
Lesson 2: Be Proactive, Not Reactive
When the backlash hit, the Bauchmanns’ response felt uncoordinated and reactive. A leaked photo of their website sparked outrage before the official launch, giving them an opportunity to address concerns and clarify their vision. Instead, they waited until after the backlash peaked to issue an apology video.
A proactive approach could have softened the blow and allowed them to control the narrative. Transparency from the beginning builds trust, even if your audience doesn’t initially agree with your decisions.
Lesson 3: Apologies Need Substance
The apology video the Bauchmanns released did little to mend the situation. While they acknowledged their lack of experience in the clothing industry and announced price cuts, the messaging lacked authenticity and a clear explanation of why the original pricing was so high. Instead, it came across as a desperate attempt to appease critics, rather than a genuine effort to engage and listen. They even had the gall to claim they are hardly making a profit…okay.
A strong apology should do three things:
- Acknowledge the mistake clearly.
- Explain why it happened and what you’ll do to fix it.
- Offer a meaningful plan moving forward.
Lesson 4: Listen, but Don’t Panic
Lowering prices after backlash might seem like the right move, but it can also come across as a sign of panic. By cutting prices without explaining how this affects their business model or quality, the Bauchmanns further undermined confidence in their brand.
Listening to feedback is crucial, but brands must find a balance between addressing concerns and staying true to their vision. A better approach might have been explaining the original pricing (ethical production, high-quality materials, perhaps) and creating a future plan for introducing more affordable options.
In conclusion, whether you’re launching a product, hosting an event, or managing your brand, it’s essential to know your audience, plan ahead, and be authentic in your messaging.
Crisis moments can be opportunities to build trust—if handled well. Unfortunately for the Bauchmanns, their response fell short, leaving fans skeptical and their brand scrambling to recover.
-Allison Housley, Account Executive