SKIMS 148美元圣诞日历开箱视频疯传6500万次：只有发圈发夹 品牌向所有买家全额退款
美国品牌SKIMS在11月9日宣布，向所有买过它148美元圣诞倒数日历的顾客提供全额退款或等额店内抵用金二选一。这款日历此前在TikTok上被开箱视频推上热搜：网红Kayla Ryan 11月6日发布的开箱视频播放量已超过6500万次、点赞超过800万，盒子里开出的多是发圈、发夹、钥匙扣等小物件，与148美元的售价形成反差，引发大量买家跟拍吐槽。
SKIMS是金·卡戴珊（Kim Kardashian）2019年创办的内衣与家居服品牌。这款配饰圣诞日历在官网上的介绍是「有趣的小物与日常常用品的组合」，主打12天的开箱惊喜。Ryan在视频里逐格打开，出现的物品包括不同款式的发圈和发夹、钥匙扣、泡沫捏捏乐和一副形似内衣肩带的发带。她在视频里说，希望这是个玩笑，最后一格藏着一张150美元礼品卡，把她的钱退回来。
据USA TODAY报道，SKIMS发言人11月9日在声明中说：「我们理解这款日历没有达到顾客的预期，已经亲自联系了每一位买过这款日历的顾客，让他们在全额退款或SKIMS抵用金之间二选一。我们希望每一位顾客对收到的SKIMS产品都真正满意，顾客的反馈对我们很重要，也会直接影响我们今后新品的做法。」Ryan两天后也晒出了自己收到的退款邮件，邮件同样写明，对一些顾客来说，这款日历没有达到预期。
在Threads等平台上，不少网友把这款日历的内容物形容为「像从沙发缝和车座缝里掉出来的东西」，也有人调侃它是「圣诞日历界的Fyre音乐节」。与此同时，这款日历在SKIMS官网目前显示售罄，页面开放候补名单登记。
圣诞倒数日历近年成为美妆与时尚品牌的节日限定品类，通常以「内容物总价值高于售价」作为卖点。这次SKIMS在开箱视频疯传三天后就向全部买家提出退款或抵用金，处理方式与后续销量如何，仍待观察。
SKIMS $148 Advent Calendar Unboxing Goes Viral With 65 Million Views: Hair Ties and Bobby Pins Prompt Full Refunds for Every Buyer
On November 9, U.S. brand SKIMS said it had offered every buyer of its $148 holiday advent calendar a choice of a full refund or SKIMS credit for the full amount. The calendar had been pushed into the spotlight by unboxing videos on TikTok: a November 6 video by influencer Kayla Ryan has drawn more than 65 million views and more than 8 million likes, showing mostly hair ties, bobby pins and keychains inside a box priced at $148, a contrast that prompted many other buyers to post their own frustrated unboxings.
SKIMS is the lingerie and loungewear brand founded by Kim Kardashian in 2019. Its site describes the accessories advent calendar as a mix of playful items and everyday favorites, built around 12 days of surprises. In her video, Ryan opens the compartments one by one, revealing different types of hair ties and bobby pins, keychains, foam squishys and a set of bra-strap style headbands. She says in the video that she is hoping it is a prank and that the last day hides a $150 gift card returning her money.
According to USA TODAY, a SKIMS representative said in a statement on November 9: "We understand that the calendar didn't meet expectations and we have personally contacted every customer who purchased the calendar and offered them a choice of a full refund or a SKIMS credit to put towards other products. We want every customer to be truly happy with what they receive from SKIMS. Their feedback matters to us and will directly shape how we approach future releases." Two days after her video, Ryan also shared the refund email she received, which acknowledged that for some, the calendar didn't meet expectations.
On Threads and other platforms, users described the contents as resembling things that fall between car seats and behind sofas, and one called it the Fyre Festival of advent calendars. At the same time, the calendar is listed as sold out on the SKIMS site, where shoppers can join a waitlist.
Advent calendars have become a holiday limited-edition staple for beauty and fashion brands, usually sold on the promise that the contents are worth more than the price. How SKIMS's decision, made three days after the unboxing went viral, to offer every buyer a refund or credit will affect the brand and future sales remains to be seen.
来源：SKIMS
发布：GSM·美国（发布链接）
图片来源：SKIMS门店资料图（Ajay Suresh摄，CC BY 4.0，经Wikimedia Commons；非涉事日历实物图）
GSM Global · 本篇英文版 English edition of this story
