(NEW YORK) — Online shopping site Celeb Boutique took advantage of the trending topic, #Aurora, following the mass movie theater shooting in the small Colorado town, causing a stir of angry responses from Twitter.
“#Aurora is trending, clearly about our Kim K inspired #Aurora dress ;),” the boutique tweeted, along with a link to buy the dress on the company’s website.
Upset users responded, “WHAT IS WRONG WITH YOU GUYS,” and “Wow. Clueless much?”
After nearly thirty minutes, the offensive tweet was removed from the company’s timeline, which also offered a five tweet apology.
“We didn’t check what the trend was about hence the confusion, again we do apologise,” one tweet read.
“We are incredibly sorry for our tweet about Aurora – Our PR is NOT US based and had not checked the reason for the trend, at that time our social media was totally UNAWARE of the situation and simply thought it was another trending topic – we have removed the very insensitive tweet and will of course take more care in future to look into what we say in our tweets,” the company said in a series of tweets before adding, “Again we do apologise for any offense caused this was not intentional & will not occur again. Our most sincere apologies for both the tweet and situation.”
ABC News could not reach the company for comment.
Copyright 2012 ABC News Radio
Matt Egan, CNN
Kathryn Vasel, CNN
Alanna Petroff, CNN