What happened
Customers posted TikTok unboxings of the Skims advent calendar, which held keychains, hair ties and clips instead of clothing, and Skims offered refunds or store credit. One unboxing video reportedly passed 18.9 million views.
Why it matters
Buyer-made video can sink a launch fast when the price does not match what is inside.
In their words
“We want every customer to be truly happy with what they receive from SKIMS.”