Maybelline slammed for using bearded man to promote lipstick, causing eye discomfort.
The Controversial Maybelline Ad: A Bold Move or a Marketing Misstep?
The world’s largest cosmetics brand is facing intense criticism after releasing an ad that has sparked a heated debate. The ad features a bearded man with his face full of makeup, sporting bright pink lipstick and long silver fingernails. Maybelline, in an attempt to reach a wider audience, featured influencer Ryan Vita applying their “Super Stay” liquid lipstick in an Amazon Prime Day advertisement.
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However, the ad has received a wave of backlash from customers. One person wrote, “Do you really think we would want to buy these lipsticks after seeing this? I love Maybelline, but I can’t handle this. I got scared just by seeing this! Please stop.” Another echoed the sentiment, saying, “Why are you using MEN TO ADVERTISE THIS? I can’t picture myself wearing any of your lipsticks when all I can see is a whole a** beard and mustache!!! Enough already!” A third person simply stated, “My eyes hurt.”
In another controversial move, Maybelline promoted Dylan Mulvaney using its concealer in a post captioned #MaybellinePartner. This decision has further fueled the ongoing debate surrounding the brand’s marketing choices.
Maybelline, founded in Chicago in 1914, has been a subsidiary of the French cosmetics company L’Oreal since 1996. The company gained recognition with its iconic tagline, “Maybe she’s born with it, maybe it’s Maybelline.” In 2023, Maybelline appointed Suhana Khan, daughter of Bollywood star Badshah Shahrukh Khan, as its Brand Ambassador.
The Bud Light-Dylan Mulvaney Debacle: A Lesson in Marketing Gone Wrong
This recent controversy surrounding Maybelline is reminiscent of the Bud Light-Dylan Mulvaney debacle that unfolded last month. Bud Light, in an ill-advised move, struck an endorsement deal with Mulvaney, a flamboyant trans influencer who claims to be a woman. Mulvaney’s video to his 1.8 million Instagram followers on April 1 led to a significant drop in Bud Light sales.
“This month I celebrated my day 365 of womanhood, and Bud Light sent me possibly the best gift ever, a can with my face on it,” Mulvaney said.
After facing severe backlash and a decline in sales, Bud Light had to take action. The company put two marketing executives responsible for the controversial endorsement deal on ice. However, even with discounted prices, Bud Light sales have not recovered.
“At this point, it’s cheaper than some of the cases of water we’re selling in the back,” said Andy Wagner, the manager of Glenn Miller’s Beer & Soda Warehouse in Lemoyne, Pennsylvania. “It’s just not moving like it used to.”
Bar rules, which prohibit politics and religion, were broken by Anheuser-Busch, the parent company of Bud Light, leading to a loss of consumer trust. Bud Light, once the best-selling beer in the United States for over 20 years, has now been surpassed by Modelo Especial. According to the consulting firm Bump Williams, Bud Light sales have plummeted an average of 29 percent in the four weeks ending in mid-June compared to the same period in 2022. As a result, Anheuser-Busch’s stock has plunged over 15% since early April.
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