Number Crunch

Gorilla Glue Sales Soar on News It’s Bad for Hair

Just to reinforce the point: There’s no such thing as bad PR

4,378%: That’s how much Amazon searches for Gorilla Glue increased after TikTok user Tessica Brown posted a video highlighting the unfortunate results of using it as a hair spray, according to e-commerce performance analytics company Profitero, as reported by Ad Age. In the video, Brown comments that her hair has not budged in more than a month since she used the heavy duty adhesive spray despite washing it 15 times. As it went viral, receiving over six million views, Gorilla Glue’s search rankings and bestseller rank on Amazon rose, translating to a tangible sales bonanza.

Gorilla Glue is the latest corporate brand to benefit from the classic business adage that “there’s no such thing as bad publicity.” The flurry of media attention and consequent spike in searches occurred with hardly a word from Gorilla Glue corporate, although the Cincinnati-based company did post a Twitter statement expressing empathy for Brown, who has since received pro bono treatment from a Beverly Hills plastic surgeon who no doubt is also trying to earn some free PR out of this crisis.