Chinese cosmetics brand faces severe criticism for ‘vulgar’ ad of penis-shaped lip gloss

The latest advertisement of a lip gloss stick created by a Chinese cosmetics brand is at the centre of a storm and has been called "vulgar" because it features a female model kneeling provocatively close to the image of the lip gloss - which is shaped like a penis.

The uproar started on September 2 when a blogger, who has more than 5 million followers and is known as "Bunny Class", slammed the latest promotional design and tactics of the company on Weibo and said that they were excessively “teasing”.

The advertisement was then significantly criticised for disrespecting women.

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While speaking to the South China Morning Post, co-founder of Equality, a Beijing-based NGO focused on gender equality Feng Yuan said the company's marketing strategies exhibited a “male gaze”.

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“Employing a male gaze that presents women as sexual objects for male pleasure will likely alienate women who have an increasing self-awareness. This approach often leads to feelings of disgust, anger, and resistance,” she said.

“From the perspective of online criticism, the effect has been counterproductive. The backlash reflects the sharp eyes and strong voices of young women today. They are asserting their autonomy by exercising their right to make choices as consumers,” Feng added.

Company faces backlash for 'absurd' naming of lip colours

The criticism further moved towards how the company has named its lip colours which had colloquial references to male and female genitalia.

“It’s quite difficult to envision a lip gloss for girls called ‘Kiss Little Juju’. While there is no direct translation for ‘juju’ in Chinese, it’s a homophone for ‘JJ’, isn’t it? So, the term essentially means ‘kissing penis’, right?” wrote one observer on social media.

Responding to the backlash, the company said, “The customer service team is currently unaware of the issues and will forward them to a specialist for verification.”

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The netizens called the brand "disgusting" and said it has been disrespecting women.

“Who would buy this lipstick? If someone asks what the shade is called, how could you say ‘Kiss Little Juju’ with a straight face?,” said one person.

“I thought it was some kind of sex toy advertisement based on the photo,” wrote another user.

“If you do not respect women, do not expect to make a penny. I hope you go bankrupt,” a third person reacted.

(With inputs from agencies)