Innisfree, an Amorepacific brand, is in hot water after a customer online noticed that the brand’s bottle labelled “Hello, I’m Paper Bottle” contained plastic. In a Facebook group called “No Plastic Shopping,” the customer posted a picture that clearly shows that Innisfree’s Green Tea Seed Serum is actually just a plastic bottle wrapped in paper.
 
According to reporting from The Korea Herald, the customer felt misled and filed an official complaint against the product’s so-called “green washing” labelling.
 
Innisfree’s Response
 
Following the backlash, the brand has acknowledged that the label “Hello, I’m Paper Bottle” may be misleading.
 
“We used the term ‘paper bottle’ to explain the role of the paper label surrounding the bottle,” Innisfree stated.
 
“We overlooked the possibility that the naming could mislead people to think the whole packaging is made of paper. We apologize for failing to deliver information in a precise way,” the brand said.
 
In Innisfree’s defense, the brand pointed out that the colorless plastic bottle is recyclable and eco-friendly as it uses 51.8 percent less plastic than conventional packaging. They also added that the bottle packaging provided users with information on how to separate the paper shell from the inner plastic container and recycle.

Did the Brand Mislead?
 
Still, many consumers aren’t satisfied with the brand’s explanations. Outraged people online have expressed that they feel betrayed by false marketing.
 
The consumer who posted the original complaint called the company’s response “insufficient.”
 
“Many of those who chose the given product were trying to reduce harmful impacts to the environment. I feel that (the company) took advantage of them,” they said.