via your classmate Linda:
Morphe, a makeup brand, is currently being called out by many as they have not yet commented on a scandal revolving around James Charles, a well-known beauty influencer. Charles has recently been accused of inappropriate interactions with underage teenage boys. Because Morphe has been closely associated with James Charles over the past few years, their lack of comment on the matter has caused many consumers to be frustrated with the brand.
Although influencers can be a great benefit to companies by pushing brand products and increasing brand awareness, when these influencers are involved in crises, the brands can also suffer as a result. Because of how closely associated Morphe has been with James Charles, they should have issued a public statement immmediately. Although Morphe was not in control of this scandal, they are in control of how they handle it, and their lack of response has caused uproar. It is evident that Morphe needs to rethink their response strategy and learn for the future; In my opinion, keeping quiet during times like these only hurts the brand.
To read more: https://www.businessinsider.com/james-charles-youtube-morphe-backlash-trisha-paytas-scandal-sexting-tiktok-2021-4
campaignforrealbranding 
Linda, I hope this comment finds you well! I found this post is very interesting as I have known James Charles since 2016. Even I was born and rised in Vietnam, his popularity did make it to other countries. That is also how I knew about the brand Morphe. I do agree with you that “influencers can be a great benefit to companies by pushing brand products and increasing brand awareness” as that was exactly what James Charles contributed to the rise of support towards the brand. However, I was as well disappointed once James Charles’ scandal of having inappropriate interaction with underage boys happened. It did make me have a negative perception towards James Charles. As James Charles was such a big face that represents Morphe, his scandal and consumers’ negative perception towards him as well impacted negatively on the brand. The fact that the brand decided not to act on this crisis, I assume their partnership with James Charles was so strong that they decided not to say anything. However, that also allowed the consumers to think that this was what the brand stood for which was supporting someone who had inappropriate interactions with underage boys.