Polish drugstore chain withdraws teen cosmetics line after sexual branding backlash

Polish drugstore chain withdraws teen cosmetics line after sexual branding backlash

Poland’s largest drugstore chain, Rossmann, has withdrawn a cosmetics line focused at youngsters following controversy over its sexually express slogans and the model’s actions on social media in direction of a girl who criticised its advertising and marketing.

“Make me moist”, “I prefer it tough clear”, “Present me your dirties” and “Sleep with me” are a number of the suggestive phrases used (in English) on the packaging of merchandise from Bio.Teen, which had been promoting its skincare merchandise in Poland completely within the shops of Rossmann, a German-owned retailer.

The abbreviations “MILF” and “DILF” – which usually stand for “Mom I’d wish to F**ok” and “Dad I’d Prefer to F**ok” respectively – additionally seem on their merchandise.

Such language has angered many individuals, who say that it’s significantly inappropriate for merchandise focused in direction of youngsters and that, in accordance with Bio.Teen, are impressed “solely by the concept of youngster life”. The agency’s web site says it’s primarily based in Italy, although it seems to solely promote its merchandise in Poland.

One of many critics – Karolina Liczbińska, a podcaster and journalist – started sharing photographs of the controversial merchandise on her Instagram account.

““Make me moist” and “MILF” on the label of a pores and skin tonic I’d take into account at most cringe or determined advertising and marketing, however why is it geared toward youngsters?” she wrote in a single submit, tagging Bio.Teen’s official account.

In response, Bio.Teen started leaving suggestive feedback beneath a few of Liczbińska’s posts, together with “What melons” adopted by a winking emoji below a photograph of her carrying a bikini.

The agency’s social media account additionally messaged Liczbińska privately in Polish thanking her for her criticism however including (in Polish) that “we aren’t hiding something, identical to you in a few of your pictures”. That sparked additional outrage when Liczbińska shared a screenshot of the message.

Bio.Teen’s CEO, requested by Polish information service Interia to touch upon the controversy, argued that ”the subject of intercourse shouldn’t be stigmatised” and ”folks have the suitable to intercourse training”. The CEO – who was not named – additionally claimed that their merchandise usually are not marketed in direction of youngsters.

“Our merchandise are specialised and supposed for younger folks aged 16-24 who’ve pores and skin issues and make their very own choices. I don’t know the place the opinion that these are merchandise for youngsters got here from? These merchandise usually are not in toy shops or within the youngsters’s part,” stated the CEO.

Nonetheless, following the heavy backlash towards the model on social media, Rossmann introduced that it will be withdrawing Bio.Teen’s merchandise from each its on-line and stationary shops. Its web site already not options the gadgets.

The agency stated that, though it will not remark “on the behaviour of Bio.Teen on social media”, it “would by no means dare to offend our purchasers” and apologised to Karolina for her expertise with Bio.Teen

Commenting on the retailer’s resolution, Liczbińska advised Notes from Poland she was “glad that Rossmann took swift motion and eliminated the merchandise from the cabinets, however I want they had been extra clear about whether or not their take care of Bio.teen is off or if the merchandise will come again below totally different names and designs”.

She believes that the model acted “utterly unprofessionally” and “mustn’t get away with only a slap on the wrist”.

“Nonetheless, I’m simply glad that younger women is not going to be uncovered to those slogans,” added Liczbińska. “I’m removed from being sex-negative, however there needs to be zero tolerance for sexualising teenagers and pre-teens through skincare. I’m fairly positive that [hashtags used by Bio.Teen like] #teen #express #teenlife usually are not directed at 20-somethings.”

Principal picture credit score: Bio Teen/Instagram