Cosmetics giant Maybelline has recently found itself embroiled in controversy after using male makeup artists to promote its new product lines. Here’s the full story.
Men in Makeup Promotion
In an attempt to promote its new lipstick during an Amazon Prime Day event, Maybelline employed makeup artist Ryan Vita as a “Maybelline Partner.”
Pretty in Pink? Some Thought Not
In the promotional video, Vita is seen applying bright pink lipstick, a move that triggered negative reactions from social media users.
The Disturbing Post
Some users criticized the brand for featuring men in makeup tutorials, while others found the posts disturbing and off-putting.
There Were More
The controversy escalated further when makeup artist Zak Taylor was also featured in another post promoting a 4-in-1 makeup applier for the summer season.
Social Media Backlash
The decision to feature men in makeup tutorials quickly sparked a backlash on social media.
Numerous users expressed their disapproval, with comments ranging from feeling disturbed by the posts to questioning the appropriateness of men doing makeup tutorials.
No More Maybelline
Some users even expressed their reluctance to purchase Maybelline products after seeing the videos, leading to a wave of negative sentiment toward the brand.
They Had a Trans Influencer Too
This is not the first time Maybelline has faced controversy related to its choice of influencers.
Earlier this year, the company sponsored transgender influencer Dylan Mulvaney, which resulted in threats of a public boycott.
The Bud Light Boycott
Mulvaney, who had partnered with other brands like Bud Light, faced backlash from both conservatives and liberals.
Conservatives bashed Bud Light, accusing the company of meddling in divisive culture war issues, while liberals criticized the brand for not standing by Mulvaney in the face of criticism.
Taking a Stand Doesn’t Always Increase Popularity
The incident serves as a reminder that taking a stance on hot-button issues can have both positive and negative consequences for businesses.
Why Are Companies Doing This?
The HRC’s Corporate Equality Index evaluates companies based on criteria such as workforce protections, inclusive benefits, supporting an inclusive culture, and corporate social responsibility.
They Can Alienate Their Customer Base
Businesses that prioritize these factors may gain higher scores on the index but risk alienating conservative customers in the process.
Balancing Societal Expectations
In the case of Maybelline, the backlash it has faced demonstrates the challenges brands face in navigating societal expectations and balancing diverse perspectives.
Should Women or Men Boycott?
Several social media users expressed their thoughts on the incident.
One Twitter user wrote, “Women should just boycott make-up. What are men going to do?”
There’s No Problem With Men Wearing Makeup
Another YouTube user commented, “New romantics in the eighties wore makeup. David Bowie did. I don’t have a problem with men wearing makeup but they would be a minority compared to women. So if Maybelline wants to put out ads to appeal to men, sales are going to drop. I do not aspire to look like a man with a beard wearing makeup…”
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The post Maybelline’s Ad Campaign Uses Men With Full Beards to Promote New Lipstick Line and the Internet Reaction Was Dramatic first appeared on Wealthy Living.
Featured Image Credit: Shutterstock /Ranta Images. The people shown in the images are for illustrative purposes only, not the actual people featured in the story.
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