An ad promoting L’Oréal's Pure Clay mask sparks anger from consumers in the US
©Lorealskin / Instagram
L’Oréal is at the centre of a backlash over an ad promoting its Pure Clay mask and two other products.
The ad, which was seen in at least one drug store in Milwaukee in Wisconsin, US, features models Helen Mirren, Eva Longoria and Maria Borges.
Borges, who is from Angola in Southern Africa, is the only woman in the ad to wear a mask.
TMJ4 reported that a local woman Kristin Belkofer was upset by the ad after seeing it shared on social media.
Consequently, other consumers took to Twitter to voice their opinions.
@tmj4 @TMJ4Carole do you see anything wrong with this ad at the Mequon @Walgreens? @Loreal doesn’t seem to value the beauty of black women. Worth asking the management *on air* why they thought this was ok? #ShameLoreal #BlackIsBeautiful pic.twitter.com/OdLLwn9pcW— Lena Morrow Lewis (@LenaMorrowLewis) April 17, 2018
@Loreal I'm hoping you will respond to this tweet.— Clarene Mitchell (@MrsCMitch) April 17, 2018
I saw this display in a store on 4.16.18. As a Black women it angered me to my core. Why did you think it was alright to cover the face of the Black woman but not the two White women?
Racist #LorealAd #racism #advertising pic.twitter.com/mXr5xPXIkw
@LOrealUSA @Loreal THIS IS NOT OK!!!— MalcolmMartinMedgarMandellaMarley✌🏾🙏🏾✊🏽🖤❤ (@JesusWasARebel2) April 18, 2018
This is BLATANTLY RACIST imagery!
Not only is the Black women's face covered 2 paint her a lighter color, which is disgusting, bt she looks like a character from a reverse minstrel show.
U need 2 destroy this mess & apologize 2 Black women https://t.co/sLHHkjeEaL
You are missing my point of frustration with this specific marketing piece. WHY is the Black woman the only one who has a mask on????— Clarene Mitchell (@MrsCMitch) April 18, 2018
L’Oréal told Cosmetics Business: “The display combines images from three different products: Helen Mirren for Age Perfect Moisturizer, Eva Longoria for Revitalift Cream and Maria Borges for Pure Clay Masks.
“To ensure transparency, in campaigns for masks we always photograph spokespeople with the product applied.
“Our displays are updated routinely so you can expect to see a new one soon.”