NY (CNN Business) Ulta Beauty has apologized for sending a mail to consumers with a “very insensitive choice of words” in the subject line.

“Come hang with Kate Spade,” the chain wrote in an email sent Sunday, advertising the brand’s perfume line. Some subscribers shared the email on social media, mocking Ulta for the apparent link between the subject line and the designer’s suicide.

In 2018, Spade was discovered hanged in her Manhattan residence. Her husband previously stated that the 55-year-old designer, who created an accessible handbag line and other products, suffered from anxiety and melancholy.

“Ulta, you might need to speak to your marketing staff,” a Twitter user wrote. Another person added that this was “not the best word choice.”

Ulta sending a promo email saying “come hang with Kate spade” and then sending an apology email for being insensitive because she hung herself in 2018 I’m…………. pic.twitter.com/8x74qz5lSv

— Michael Cera on a Friday (@Saadaification) May 2, 2022