The company has been accused of appealing to the male gaze and beyond.
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A Chinese beauty brand has come under fire after launching a new product.
On September 2nd, Rabbits’ classroom–a Weibo user with 5 million followers–has drawn attention to FIORETTAs advertisement 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 model with pigtails, dressed in a pink sequined top, a ruffled microskirt, calf-high socks and platform shoes, stands next to a giant lip gloss.
In another, she kneels next to a photo of lip gloss while making eye contact with the viewer. In addition to the model’s pose and the shape of the lip gloss applicator, netizens also criticized FLORTTE for naming her lip mud colors “Kiss Little Juju,” “Kiss Neinei,” “Kiss Cherry,” and “Kiss Mimi.” According to Chinese media, juju, neinei, cherry, and mimi are all slang terms for genitals.
The target market for FLORTTE, a cosmetics brand that sells affordable cosmetics, is women between the ages of 18 and 24. However, the “Little Bow Series” advertisements seem to appeal to the male gaze, according to Feng Yuan the co-founder of Equalitya Beijing-based non-profit organization working on gender equality.
Using a male gaze that presents women as sexual objects for male pleasure is likely to alienate women who are increasingly self-conscious. This approach often leads to feelings of disgust, anger, and resistance.
— Feng Yuan
Feng Yuan explained that FLORTTE’s marketing essentially repelled rather than attracted women who would purchase the products.
From the perspective of online critics, the effect has been counterproductive. The reaction 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 negative reaction, FLORTTE has removed the lip mud product from its official store. The “Little Bow Series” lip gloss is still available for order.
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