According to Chris Symmes, Head of Marketing at Degree, the initial update aimed to offer users a longer-lasting fragrance experience. “While the intention was to ensure that the iconic Cool Rush scent would have greater staying power, we didn’t anticipate the alteration in how it actually smelled…and how significant the original Cool Rush scent was to our fans,” Symmes said.
Consumer reaction forces a rethink
While the decision was made with the best intentions, Symmes explained, the reformulation sparked immediate reaction across social media platforms, review sites, and direct customer channels. “Internally, we quickly realized this wasn’t just product feedback; it was a passionate movement,” Symmes noted.
He cited TikTok creator Benjamin “As Is” Ross and a growing Change.org petition as key turning points that underscored the scale of consumer dissatisfaction. “It was clear that we needed to act — and fast.”
Bringing back the original Cool Rush formula required coordination across multiple departments, including R&D, regulatory, and supply chain. “We adjusted existing plans to prioritize the fragrance fix and our incredible teams across so many business units worked tirelessly to ensure we were able to provide our consumers with the Cool Rush they know and love,” said Symmes.
The reformulated product was designed to match the beloved scent profile while maintaining compliance with current quality standards.
Coordinating the comeback
Rather than quietly releasing the corrected product, Degree opted for a transparent approach, which Symmes characterized as the “only choice” and the right thing to do. “Rather than quietly relaunch the scent,” he explained, “we chose to celebrate the community that held us accountable.”
The response, he added, has been overwhelmingly positive: “people appreciated being heard, and they respected the brand for owning the change and making it right.”
Symmes emphasized that this experience reinforced the importance of consumer engagement, especially in a crowded and competitive personal care market. “This was a great reminder to always put the consumer first. We’ll continue to listen, learn, and apply that mindset across the portfolio,” he said.
Lessons learned
For other cosmetics and personal care brands, Symmes offered this takeaway: “Listen early and listen often. Stay in touch with the voices that use — and care about — your products.” He added, “Owning mistakes, being transparent, and acting decisively isn’t just good practice. It builds real brand trust.”
Degree’s restored Cool Rush is now back on shelves nationwide, and the company plans to apply lessons from this episode to future product decisions across its range. “It was a great lesson in understanding that today’s consumer has power to make positive changes; and we will continue to prioritize that ethos as we look towards the future of Degree,” he concluded.