My first priority would be to address the comment, and apologize for any possible offense or inconvenience inflicted on the brand's part. Rather than ignoring the single negative comment, I'd rather use it as an opportunity to grow and understand what we, as a brand, can work on to make a consumer, or potential consumer's, experience as pleasant as possible. It doesn't need to be broadcasted, but addressing the individual needs of the consumer is key to maintaining a loyal consumer base, who will be more than willing to advocate for the name and message of the brand in the future. My overall goal in this would be to maintain the social reputation of the brand, as opposed to solely focusing on the issue from a profit-perspective.

I would suggest offering "Build Your Own Bundle" for purchase, allowing consumers to select one candle of their choice, one accessory, and both would come with a pack of matches. It could double as a Candier starter kit, or a fun bundle for people initially getting into candles!

As a frequent online shopper, I believe reviews are so incredibly important at first glance when looking at a brand. However, reviews are not the sole factor when deciding the value of a brand or product. I believe the way a company responds and handles their reviews shows even more about their care for consumers/potential consumers. For example, a negative review must be handled appropriately and addressed in order to mediate any possible issues. Through consistent values and service, a more loyal customer base is built, therefore stronger reviews will be published for the respective product AND brand overall.