PR pros chide Jessica Alba's Honest Company for belittling customer complaints

Some customers have posted photos of their sunburns on social media, saying the sunscreen just doesn't work.

Celebrity Jessica Alba’s Honest Company is not only standing behind its sunscreen, but also playing down complaints from customers who have posted pictures of their children’s sunburns on social media to show they believe the products do not work.

That’s a bad move, PR pros said on Twitter on Monday.

In a statement, Honest told Today on Monday morning that gripes about the lotion, which it said has been tested by an independent third party in line with Food and Drug Administration protocols, "[are about] less than one half of 1% of all units actually sold at honest.com."

The company added that it "stands behind the safety and efficacy of this product."

Honest Company prides its eco-friendly baby products as being "not only effective, but unquestionably safe, eco-friendly, beautiful, convenient, and affordable."

PR pros on Twitter quickly panned Honest’s handling of the situation.

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