News/Commentary

‘It’s a NO from me’: Maybelline goes full Bud Light and consumers are already boycotting

April 26, 2023 | | Print Article

Twitter users blasted Maybelline as it disastrously followed in the doomed footsteps of Bud Light, hiring transgender Dylan Mulvaney for an ad campaign selling cosmetics, insulting women everywhere by doing so and causing the hashtag #BoycottMaybelline to trend on Tuesday.

Mulvaney posted a video on TikTok in March showing the application of Maybelline makeup to his face, before and after. The social media influencer claimed he was “getting glam,” according to CBS News. Evidently, the company learned nothing from the bone-headed moves of executives at Anheuser-Busch.

Calls for a boycott against the cosmetic giant poured in on Twitter indicating that Maybelline may likely experience a massive drop in sales and be forced to backtrack on their social commentary on transgenders just as Bud Light did.

Bud Light saw its sales crash by 17 percent after hooking up with Mulvaney. They have lost somewhere between $5 and $6 billion over the room misjudgment. Maybelline’s sales should brace for a similar bloodbath.

While music stars such as John Rich, Travis Tritt, and Kid Rock made splashy headlines over Bud Light, women as a whole are likely to go with a different cosmetic brand over the move in a more decisive, collective way.

Bud Light is rearranging the chairs on its version of the Titanic. A second executive took a leave of absence last Friday as Anheuser-Busch reconsiders its management choices.

Daniel Blake, an executive for marketing at Anheuser-Busch covering mainstream brands, is the second executive to go on leave following the fallout from the Mulvaney fiasco. He was the boss of Bud Light Vice President of Marketing Alissa Heinerscheid who also took a leave of absence after being the one who green-lighted the Mulvaney campaign.

Blake worked with the company for nine years. No replacement for him has been announced. Heinerscheid is being replaced by Todd Allen who was Budweiser’s global marketing vice president.

Mulvaney, who has 1.8 million followers on Instagram, is often seen promoting products from major brands, including Nike athletic wear and Kate Spade clothing. In the Maybelline promotion, Mulvaney is without makeup and then transformed by using eyeshadow, lipstick, and more products.

Maybelline is a subsidiary of cosmetics industry leader L’Oreal. The transgender is also doing ads for MAC, which is owned by Estée Lauder.

Reaction on Twitter was off the charts and it wasn’t pretty – pun intended:

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