Cosmetics giant Maybelline has been slammed for using men, some with full beards, to promote its new product lines.
The brand had makeup artist Ryan Vita, a ‘Maybelline Partner’, promote a new lipstick in two promotional videos shared to its Instagram page.
In another post last week, makeup artist Zak Taylor was also used to promote a new summer product the brand had launched.
The move immediately sparked an avalanche of comments from social media users who slammed the brand for using men.
In his promotional video, Vita can be seen applying a bright pink lipstick as part of an Amazon Prime Day advert.
The company captioned its post by tagging Vita, who has 49,000 followers on his Instagram page, and used the hashtag #maybellinepartner.
In a similar post, Taylor is seen applying make up to his face, neck and ears using a 4-in-1 makeup applier.
Again, the makeup brand tagged him in the post and used the hashtag #maybellinepartner.
One person commented on the post showing Vita applying the lipstick saying: ‘Enough with these disturbing people’s posts!!!’
Another said: ‘Really don’t want to be seeing MEN doing makeup tutorials!!! Nonsense.’
Meanwhile one other commented: ‘Do you really think we would want to buy these lipsticks after seeing this? I love Maybelline but can’t handle this.
The company received backlash from its followers due to the post on its Instagram page
‘I got scared even by seeing this! Please stop.’
This latest backlash comes after the company was threatened with a public boycott after it sponsored transgender influencer Dylan Mulvaney.
In April, Maybelline posted a video to its TikTok page, with Mulvaney make-up free before she ‘gets glam’ with eyeshadow, lipstick and other products.
The video was posted as Mulvaney approached her 100th day of publicly identifying as a woman.
Mulvaney had also partnered with Bud Light in April, with the company coming under fire for the stunt which sparked a furious response from conservatives.
Mulvaney shared images of herself with a personalized can celebrating one year since she transitioned as well as posed with cans of the beer in a bathtub.
The brand was accused of meddling in one of the most hot-button culture war issues currently facing the country.
Anheuser-Busch has since tanked more than $27billion in market value and two of its top executives took a ‘leave of absence.’
The partnership upset conservative drinkers who were quick to boycott the brand but also enraged liberals who said the company failed to respond in solidarity with Mulvaney.
Mulvaney only recently broke her silence on the fiasco and excoriated the troubled brand for not standing by her.
Speaking to her 1.8 million followers, she said: ‘was waiting for the brand to reach out to me, but they never did. I’ve been scared to leave my house.
‘For a company to hire a trans person and then not publicly stand by them is worse than not hiring a trans person at all.
‘I have been ridiculed in public I’ve been followed and I have felt a loneliness that I wouldn’t wish on anyone.’
Recent figures show sales of Bud Light dropped 27.9 percent on last year in the week ending June 24.
In mid-June Modelo became the best-selling beer in the US, a position previously held by Bud Light for more than two decades.
The beer is also no longer ranked among the top ten beers in the states following the marketing disaster.
In a recent YouGov poll, which asked 1,468 people, the public approval of the beer slumped so much it fell out of the top ten.
In a new YouGov poll, which asked 1,468 people, the public approval of the beer slumped so much it fell out of the top ten and into 15th place
DailyMail.com previously told how big brands are pushing woke advertising on their customers due to them being graded by a major LGBTQ lobbying group.
Lucrative deals and ideological advertising campaigns all play into a business’ ‘Corporate Equality Index’, a ranking overseen by the Human Rights Campaign.
The HRC, the most powerful LGBTQ+ political lobbying group in the world, compiles woke scorecards based on corporate box ticking.
To earn favor from the HRC, which has deep ties to George Soros’ Open Society Foundation, big brands are judged based on four criterion that can make or break their CEI score.
‘Workforce Protections’, ‘Inclusive Benefits’, ‘Supporting and Inclusive Culture’, and ‘Corporate Social Responsibility and Responsible Citizenship’ are all used to determine how a company compares on the all-important ranking.
If a company loses CEI points, which can be due to issues such as failing to meet ‘integration of intersectionality in professional development, skills-based or other training’, their stakeholders can see the effects in their financial returns.
For profit-driven entities, losing conservative customers by pushing woke advertising and making figures like Mulvaney the public face of the company is a small price to pay compared to the alternative.