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Australian perfume brand co-owned by Ashy Bines breaks its silence after it was slammed for tone deaf marketing text message mocking New Zealand customers: 'Absolutely insane' READ MORE: Influencer Ashy Bines under fire after posting 'dangerous' act in TikTok video By KINTA WALSH-COTTON FOR DAILY MAIL AUSTRALIA Published: 01:01, 28 March 2025 | Updated: 01:03, 28 March 2025 e-mail View comments Advertisement Australian perfume brand Hideaway has addressed backlash after the company sent out an 'insane' marketing text message to New Zealand customers using Maori slang. The company, co-owned by influencer Ashy Bines, was slammed for being 'offensive' when it contacted its Kiwi clients to tell them they 'stink' and should buy the perfume. The full text shared to Influencer Updates AU read: 'Chur bro, you stink like Rotorua aye.
Grab some of this mean-as perfume from the cuz round the corner. Lara reckons it's choice as, so hook yourself up. Kia ora!' An hour and twenty minutes later, the brand followed up with: 'Sorry if our last msg came off wrong—just Kiwi banter! We've got proud Kiwis on the team and meant no offence.
All love.' However, it seems the apology message didn't smooth things over, as the company has now apologised again after 'former' fans left complaints on the brand's Instagram account. 'We are truly sorry for any hurt or offense [sic] we have caused,' a spokesperson told furious customers.
Australian perfume brand Hideaway has addressed backlash after the company sent out an 'insane' marketing text message to New Zealand customers using Maori slang. Pictured: co-owner Ashy Bines, 35 'Our intention was never to be insensitive, but we now recognise that our message came across in a way that was very inappropriate. 'This was written as lighthearted banter by one of our Kiwi team members, but upon reflection, we can see how it has been received differently.
'Your feelings are completely valid, and we take full responsibility for our words. We are taking this as an opportunity to reflect and do better moving forward.' The controversial post spruiking the brand's fragrance was inundated with followers lashing out at the company over the text.
'What the hell did you just txt me?' one person wrote, as another commented: 'Please do not text me like that again.' 'I just got the ICK from your text! And the dismissal text following "just kiwi banter",' another said in a lengthy message. 'I came across this company a few days ago and that text was the first communication I had received.
.. so I guess the marketing team is taking notes from the "How to Lose Customers" handbook.
' 'WHO THE HECK IS ON YOUR MARKETING TEAM THAT JUST SENT THAT TEXT OUT FOR NZ?' yet another fumed. The company, co-owned by influencer Ashy Bines, was slammed for being 'offensive' when it contacted its Kiwi clients to tell them they 'stink' and should buy the perfume The full text shared to Influencer Updates AU read: 'Chur bro, you stink like Rotorua aye. Grab some of this mean-as perfume from the cuz round the corner.
Lara reckons it's choice as, so hook yourself up. Kia ora!' The company has since had to apologise as 'former' fans leave complaints on its Instagram account The controversial post spruiking the brand's fragrance was inundated with followers lashing out at the company over the text While most slammed the company for the tone-deaf marketing message, others came to its defence Read More Ashy Bines targeted by trolls for taking son to Europe but not daughter 'Hey so um the message you guys just sent to NZ customers is absolutely insane?' and, 'Ummmm people don't speak like that in New Zealand..
. read the room, it's not funny,' another wrote. 'Wild marketing strategy offending every New Zealand woman.
It's giving mean girl energy and a big nope. From a former customer,' one more commented. While most slammed the company for the tone-deaf marketing message, others rushed to its defence.
'Alright relax they literally just apologised like how many times!' one fan said. Another commented: 'As a kiwi girl @hideawayonline ignore these hate comments! Your stuff and so nice I've just ordered 2 body mist and 1 perfume.' A third added: 'When did people get offended so easily? You can't breathe anymore without it offending someone!' Daily Mail Australia has reached out to co-owner Ashy for further comment.
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