Yoga and activewear brand Lululemon is facing mixed emotions following backlash over its Lunar New Year campaign featuring Malaysian actress and producer Michelle Yeoh.
According to media intelligence firm CARMA, the campaign garnered 28.8% positive sentiment, 14.4% negative sentiment, and 56.8% neutral sentiment.
Despite some extreme comments, CARMA said it had little impact on brand sentiment in Asia.
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In addition to this statistic, media intelligence firm TrueScope reported that prior to the campaign's launch, the Lululemon brand was primarily associated with certain products such as Everywhere belt bags, nylon tote bags, and women's winter jackets. They said they received positive sentiment (68.5%) online.
Conversely, there were also mixed feelings highlighting the controversy surrounding the Lululemon founder and his views on diversity.
