Aliza Licht on Blake Lively's "It Ends With Us" Marketing Fail and Brand Misstep

LEAVE YOUR MARK: Freshly Brewed Career Advice with Aliza Licht

I've been waiting a month to discuss the Blake Lively It Ends With Us controversy on the podcast because I wanted to see how it would all unfold. First and foremost, the marketing strategy of It Ends With Us leaned heavily into a floral theme. For those who haven't read the book, Blake Lively's character, Lily Bloom, is a florist. However, the film is far from a rom-com; it tackles the severe issue of domestic violence.

Simultaneously launching her new haircare brand, Blake Brown, alongside the film only added to the misalignment. Originally, the movie was slated for an earlier release, but delays pushed it to coincide with her brand launch. This scenario should have triggered a reevaluation and rescheduling of the launch dates despite the costs involved.

But, the most shocking misstep was Blake's interview to promote the film.

Last, the haircare brand has taken some PR hits, with customers giving it negative reviews on TikTok and many returning it to Target. Is this just typical retail woes or grassroots activism from angry fans?

Dive into my analysis.