Masglo: A Media Scandal

This case explores how crisis management planning is a fundamental part of designing a communication plan. The case narrates a social media storm that affected Masglo, Colombia's bestknown and market-leading brand of nail polish. One of the company's growth strategies was to follow the global tendency of giving its products innovative and suggestive names to make them memorable and easily recognizable. The brand used names like Golosa (Rapacious, 2011), Fufurufua (Whore, 2012), Z ngana (Hussy, 2013), Buscona (Slut, 2015) and era (Street Girl, 2015). These labels are understood by Colombians as being at the limit of socially accepted female behavior, due to their sexual, suggestive and vulgar connotations. A Masglo fan page user questioned this strategy and inspired a wave of criticism and comments that went beyond the confines of social media. This case tells the origin story of these names, and explores the reaction to the fan page post, and it's impact in the media. The situation provides context for discussion on how to develop a media crisis management plan. Universidad de Los Andes' case collection