“Disgusting,” Sexualized Lip Gloss For Women Triggers Massive Backlash
A Chinese beauty brand is receiving criticism following the release of a new product.
On September 2, Bunny Classroom–a Weibo user with 5 million followers–drew attention to FLORTTE’s advertisements for a new lip gloss. The “Little Bow Series” lip gloss features a heart-shaped tip that some netizens have described as phallic.
In one promotional image, a pigtailed model dressed in a pink sequined top, ruffled micro skirt, calf-high socks, and platform shoes stands beside a larger-than-life lip gloss.
In another, she kneels down next to a photo of the lip gloss while making eye contact with the viewer. In addition to the model’s pose and the shape of the lip gloss’s applicator, netizens also called out FLORTTE for naming its lip mud colours “Kiss Little Juju,” “Kiss Neinei,” “Kiss Cherry,” and “Kiss Mimi.” According to Chinese media, juju, neinei, cherry, and mimi are all slang for genitalia.
The target market for FLORTTE, a makeup brand that sells affordable cosmetics, is women aged 18 to 24. Yet, the “Little Bow Series” ads seemingly appeal to the male gaze, according to Feng Yuan the co-founder of Equality, a Beijing-based nonprofit organization focused on gender equality.
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.
— Feng Yuan
Feng Yuan explained that FLORTTE’s marketing has essentially repelled rather than attracted the women who would be buying the products.
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 Yuan
Following the backlash, FLORTTE removed the lip mud product from its official store. The “Little Bow Series” lip gloss is still available to order.
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