Popular cosmetic brand Maybelline might have severely misjudged its core customer base in an Amazon Prime Day promotion, evoking significant backlash with their controversial decision to feature a male influencer, Ryan Vita, as their lipstick model.
Much like the fall of Bud Light following their highly-criticized promotional campaign with Dylan Mulvaney, Maybelline may have sparked a huge fire that could ultimately damage their reputation and market share.
The promotion, launched during Amazon’s Prime Day, aimed to reach the transgender audience but instead left a well deserved bad taste in the mouths of many customers.
The brand’s choice to spotlight Vita, who identifies with she/he/they pronouns on Instagram, wearing lipstick, triggered a barrage of critical comments from female customers who felt ignored and dismissed.
The comment section, teeming with disgruntled customers, was reminiscent of the uproar that Bud Light is currently facing.
One frustrated customer expressed her disappointment, stating, “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 beard and mustache!!! Enough already! This is unacceptable and very disturbing.”
Another perturbed consumer commented, “Do you really think we would want to buy these lipsticks after seeing this? I love Maybelline but can’t handle this. I got scared even by seeing this! Please stop.”
This is not the first time that Maybelline has drawn criticism for similar promotions.
Back in April, the company featured Dylan Mulvaney, another male figure, in a TikTok promotion that met similar ire.
However, this latest episode seems to have ignited an even more significant backlash, suggesting that Maybelline may have crossed a line.
Just as Bud Light continues to grapple with the aftermath of their Mulvaney campaign, Maybelline could potentially face similar consequences for their failure to respect their loyal customers’ expectations.
Will the beauty giant face a Bud Light-style downfall? Only time will tell.
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