This research was carried out in 2022 and its main objective was to document the perception of the millennial consumer in North Lima about the crisis management applied in ‘The Pura Vida case’. This study was prepared using the qualitative approach. To collect the data from the 25 people, an interview guide was used. The results were systematized for each specific objective. In the first place, it was evident that the company that owns the brand was involved in a communicational crisis despite the implementation of various and constant communication strategies. Second, the crisis caused its consumers to be affected and use various social platforms as a means of communication to expose their discomfort. This action caused a negative impact on the corporate image and organizational reputation of the company, the relationship with its audience, and with future potential customers.