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Hello, and welcome to this month’s Reputation Digest, where Fire on the Hill delivers a run-down of the latest stories making waves in the communications sector. This month, Mitchum feels the sting, Jimmy Kimmel faces backlash, and Burberry makes a splash at London Fashion Week.
Deodorant drama for Mitcham
Mitchum has spent September in damage-control mode after reports that its 48-hour roll-on deodorant left some customers with painful rashes and a burning sensation. The issue, traced back to a change in the manufacturing process of one of their raw materials, quickly gained traction on social media, where users shared images and stories that threatened to tarnish the brand’s image.
Though at first pronouncing that the issue was minor, the company eventually responded by apologizing publicly, halting distribution of the affected batches, and reverting to its original production method. Products linked to the complaints were recalled across affected regions, with consumers urged to check batch codes and request refunds.
For a brand in the cosmetics industry, being associated with a phrase such as the “Mitchum-itch” is a public-relations headache. Consumers usually make repeat purchases of these kinds of basic goods without thinking twice, and this kind of incident is more than enough to make them stop and select a different choice. Restoring trust will require more than product recalls; Mitchum needs to focus on reassuring customers that quality controls are robust and that their next purchase won’t leave them flinching.
Overall, while Mitchum did react, this was far too slow for some people’s liking, and many felt that their concerns had been minimized. The challenge now will be rebuilding public confidence and making sure their customers don’t turn to competitors.
Burberry rules the runway
After a turbulent few years of falling profits and job cuts, Burberry’s return to London Fashion Week this September has given the brand a much-needed lift. The heritage label leaned into its British roots with a retro, festival-inspired collection, signaling confidence and creativity at a time when its reputation needed steadying.
For a brand often seen as a symbol of UK fashion, the show at London’s biggest fashion event mattered immensely. Combined with quirky social campaigns featuring British national icons like Kate Winslet and Dame Mary Berry, Burberry will be hoping to attract a new, younger audience, even as the luxury fashion industry in general feels the strain of consumers tightening their purse strings.
Hours before the show, Britain’s largest luxury brand by sales officially rejoined the FTSE 100. The true test will be whether this burst of runway optimism translates into retail sales, but for now, Burberry seems to have turned a reputational corner, swapping grey clouds for a clearer outlook.
Jimmy Kimmel taken off air – and swiftly returned
Earlier this month, ABC and its parent company Disney suspended Jimmy Kimmel Live! indefinitely following backlash over remarks made by Jimmy Kimmel about the death of conservative activist Charlie Kirk. The talk show host’s monologue accusing political actors of capitalizing on tragedy was met with strong criticism, including from the FCC chair, local affiliates, and political figures who called Kimmel’s comments “offensive and insensitive.”
However, less than a week after being suspended indefinitely, Jimmy Kimmel announced a scheduled return to late-night television. Reactions from both ends of the spectrum quickly followed. Fellow late-night hosts welcomed his return. Some high-profile celebs and politicians celebrated the move as a win for free speech. Others felt Disney caved.
Kimmel’s return show saw his audience more than quadruple as he returned with a speech expressing regret for his earlier comments, without backing down on his criticism of the Trump administration. Recent polling done by Fire on the Hill partner Mercury Analytics showed participants with different political backgrounds (Democrat, Republican, and independent) agreeing on some of the content and delivery of Kimmel’s monologue, including an appreciation for the importance of free speech, which was present in all groups, though with differences in emphasis and interpretation.
In many ways, this incident has bolstered Kimmel’s reputation, set him apart from other late-night hosts, and earned him a brand-new audience. It will be interesting to see if they stick around.
