Apologize Speech Act Strategies in Official Statements by Local Beauty Brands ‘ESQA’ and ‘Rosé All Day’ Following the Boycott Controversy

Local beauty brands ESQA and Rosé All Day have faced public calls for a boycott due to their alleged pro-Israel affiliationt. The emergence of this issue led both brands to release official statements clarifying and apologizing for the public’s disappointment. This study aims to identify and analyze the apology strategies used by both brands to save their reputations and restore their public image. Using a descriptive qualitative approach, data were collected through observation and note-taking. The data then analyzed using Trosborg’s (2011) theory on apology speech act strategies. The results reveal that despite facing significant public backlash, both brands still employ very basic apology strategies. This phenomenon suggests that apologies are no longer a reflection of sincerity but merely a strategy to appease the public. This study highlights the importance of public criticism in distinguishing between the sincerity of an apology and the formalities of business damage control.