Some of the local brand Co-Natural’s recent claims have raised eyebrows, particularly language around “brightening” that appears to blur the line between brightening and fairness. Then there are the promises that seem almost too good to be true, including claims that suggest wrinkles can be completely removed.
And while AI can be a useful creative tool, Co Natural’s recent reliance on AI-generated content has left many people questioning the direction of the brand’s marketing. The bigger question is whether this was a deliberate marketing strategy designed to get people talking, or simply a case of the content missing the mark.