‘Miss The Mark’ With Your Beauty Ad? Don’t Worry, There’s Another Outrage Around The Corner
Beauty Strategy Group’s top execs discuss today’s hypersensitive climate, the ephemerality of outrage online, and the importance of separating social media controversy from consumer and business realities.
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Actress crusader Jameela Jamil led the social media mob against Avon’s anti-cellulite advertising in January, but she herself was called to account by some who themselves felt “shamed” for seeking such products out. The melee that followed provoked questions about the essence of the beauty industry as a whole.
Gillette’s polarizing new video, which challenges men to “do more” to address behavior broadly painted as toxic masculinity, has elicited fervid reactions from all corners of the Internet. Whether the P&G brand’s boldness pays off remains to be seen, but it adds fuel to a growing debate: Should brands insert themselves into today’s highly politicized climate, and can they afford not to?
Whether they reflect marketing failures or simply the powder keg that is today’s digital marketing environment, recent backlashes against cosmetics brands show how online exposure can be a double-edged sword.