[All] Will Liege Cosmetics go out of business due to slanderous comments against Number_i? The shocking controversy over the company!

A detailed explanation of the case where Liege Cosmetics was heavily criticized on social media after slanderous comments against "Number_i". The book details the process leading up to the company's submission of an apology in response to the criticism and its final announcement of closure, highlighting the dangers of companies using social media and the importance of risk management.

1. Overview of the incident

On January 5, 2025, Liege Cosmetics caused a huge outrage on social media after posting an inappropriate message on "Number_i". The poster was identified as Atsuro Miyauchi, CEO of Liege Cosmetics, which led to an apology from the official account and the eventual announcement that the company would be going out of business.

"Number_i" is a popular dance vocal group and is well-known for appearing in many media outlets, including the Red and White Song Battle. Therefore, many fans who support the group strongly opposed Liege Cosmetics' comments, and the controversy spread in an instant.

2. Details of the outrage

2.1 Inappropriate posts and reactions to Number_i

The official Liege Cosmetics X (formerly Twitter) account posted the following critical comment about Number_i's appearance at the Red and White Song Battle on January 1, 2025:

"The standards for what's cool are so different I don't understand it. Looking at those traitors who left at that time, I definitely don't think it was cool. It rots my eyes and ears."

The post was quickly deleted, but many users had already shared screenshots of it, sparking fierce criticism, especially from fans. The extreme language used, such as "traitor" and "your eyes and ears will rot," drew particularly emotional backlash, and the controversy spread rapidly.

2.2 Further criticism sparked by previous posts

In response to this controversy, attention was also drawn to past posts by Liege Cosmetics. Some of these posts were slanderous and unsubstantiated, such as "They're only surviving on the back of the hatred and bullying of anti-Johnny's companies," and these posts were once again subject to criticism.

Furthermore, in the past there have been instances of slanderous comments made about other companies and artists, which has resulted in the company gaining the image of being "a company with problems in managing its social media."

3. The process leading up to the closure

Following the massive backlash, Liege Cosmetics posted an apology via its official X account on January 3, 2025.

"I deeply apologize for this inappropriate post. I deeply regret making such an extreme and rude comment."

However, this did not subside the criticism, and calls for further action grew. As a result, Liege Cosmetics apologized again on January 5th and decided to close down the business.

The official website only posted an apology, and the company has withdrawn from major sales channels such as Yahoo! Shopping. In addition, all product sales have been suspended, and the company is currently only responding to inquiries.

4. What kind of company is Liege Cosmetics?

Liege Cosmetics was established in December 2010 and was a company that focused on organic cosmetics using natural ingredients from Japan. Products such as "Flower and Fruit Lotion" were popular and had received a certain level of praise on review sites such as @cosme.

The main feature of the company was that it used hot spring water from Toyama Prefecture and apple juice from Aomori Prefecture, and developed products that focused on domestic beauty ingredients. In particular, the company, which touted its "rich moisturizing power," gained a certain level of support from customers.

5. Social media reactions and social criticism

This incident has resulted in a lot of shock and criticism on social media.

"Even if I think something in my heart, I don't understand why I end up posting it on social media."
"Shouldn't they have protected their employees? Closing the business because of the CEO's reckless actions is going too far."

There was also speculation that the company might change its name and make a fresh start, as well as concerns about what would happen to the employees' livelihoods.

6. Lessons for managing corporate social media

The Liege Cosmetics scandal offers some important lessons for companies on how to manage social media.

6.1 Careful use of language

Anything posted through a company account will be taken as an official statement, so you should exercise caution when making statements, especially when posting emotional language or information that is not based on fact.

6.2 Clarification of the person responsible for operations

In this case, the fact that the CEO himself was running the social media account made the problem even more serious. It is necessary to assign a specialized person to run the social media account and to put in place a system to properly manage the content posted.

6.3 Rapid response in the event of a fire

When a controversy occurs, it is important to respond quickly and sincerely, and if necessary, to seek advice from outside experts.

7. Conclusions and future work

The Liege Cosmetics case clearly shows some of the risks to companies in the age of social media. Companies should always be aware of the risk that a thoughtless remark can seriously damage a company's brand image and, in the worst case, make it difficult for the company to continue its business.

In the future, other companies will also need to thoroughly manage the risks involved in operating social media and formulate appropriate guidelines.

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