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Sun 5 Aug 2018 10:52 AM

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Video: Kuwait influencer Sondos Al-Qattan controversy shows the perils of creating a personal brand

A Kuwaiti Instagram star's video criticising new laws requiring a day off per week for Filipino domestic workers in the country provoked a backlash on social media last week.

Makeup artist Sondos Alqattan, who has 2.3 million followers on Instagram, said in the video: "The new laws that have been passed are like a pathetic film. For her [domestic worker] to take a day off every week, that's four days a month. Those are the days that she'll be out. And we don't know what she'll be doing on those days, with her passport on her."

Alqattan's comments provoked an angry backlash, but Alqattan refused to back down, which only served to escalate the controversy and led to several brands that she worked with cutting ties.

In this edition of Inside AB, Jeremy Lawrence and Bernd Debusmann look at how the story unfolded and what it says about the perils of creating a personal brand - for both the influencer and the brands with which they align themselves.

(Source: Arabianbusiness.com YouTube channel)