Givenchy Beauty is a decent-sized business, but that’s almost singularly due to one product: Prisme Libre, a beloved item that both sets and helps makeup last longer, “blurs” out imperfections and texture, and reduces shine. Despite veritable competition over the years from Charlotte Tilbury, Laura Mercier, Huda Beauty, and One/Size (in four days, Makeup by Mario will unveil its own version, too), Prisme Libre is still considered the be all and end all. Even after nearly 20 years on the market, I’m told that this item, now available in a variety of shades and even a blush, accounts for a wildly disproportionate amount of the brand’s beauty sales.

Earlier this month, however, Givenchy released a “new and improved,” talc-free version of Prisme Libre, bowing to the clean beauty trend. Unfortunately for the brand and parentco LVMH, consumers hate it. The backlash to the relaunch has been so strong that it easily ranks among the top three beauty disasters of late, alongside Mikayla Nogueira’s “Mascara Gate” (Google it) and Youthforia’s foundation for dark skin tones that was likened to “tar in a bottle.” These are New Coke-style disasters.