I don't agree all publicity is good publicity.
Remember Ratner's?
en.m.wikipedia.org/wiki/Gerald_Ratner
After the speech (where the owner described some of the jeweller's products as total crap) the value of the Ratner group plummeted by around £500 million, which very nearly resulted in the group's collapse.
The group included Ratners, H. Samuel, Ernest Jones, Leslie Davis, Watches of Switzerland and over 1,000 shops in the United States, including Kay Jewelers.
What happens now is in the hands of the public. If the shops and products become toxic they will collapse. Celebs don't want to put themselves in the firing line or stand-up against "dark forces" but if they don't distance themselves the public will in turn turn their back on them and they will be more afraid of living their fan base and in turn income.
I have no sympathy at all for the brand or anyone involved. This campaign did not make itself. I would be happy if the brand and chain collapses (despite the sad effect on innocent retail staff who I would feel sorry for) as companies need to fear the consequences of casting aside any morals or safeguarding.
To the person who bought something for Christmas they now don't want. Return it and hit them in the pocket.