‘Don’t go to school, girls... but do have perfect make-up’
Sexist cosmetics ad angers parents and teachers
A MAKE-UP brand has sparked fury over an advertising campaign that tells young girls to ‘skip class not concealer’. The slogan appears on a poster for Benefit Cosmetics.
It depicts a sleepy-looking young woman lying in bed holding an alarm clock next to a teacher-like figure and a pile of schoolbooks.
Angry parents and teachers took to social media to condemn the ‘irresponsible’ advert which appears to encourage girls to play truant and live up to the stereotype that they ‘just need to be pretty’.
They urged Benefit to reconsider its message and heaped pressure on stockists – including leading department stores such as Debenhams and Boots – to ban the posters.
Josh Key, 25, was among the first to complain after seeing the advert in his local Debenhams store in Perth.
He said: ‘I spotted the advert on my way to visit the primary school where I will start my career as a teacher in September.
‘I felt the message was very irresponsible. We consistently tell boys and young men about the importance of being strong or intelligent, or creative, well-educated and highly qualified, and on the other side we tell girls that they just need to be pretty.’
Data scientist Hayley Fenton said she was ‘appalled’ after seeing the poster in a Debenhams store in Leeds. She added: ‘It sends a negative message about looks being so important, even more than turning up for school.’
Dr Fenton claimed that when she contacted Debenhams, the store promised to take down the adverts within days. Similar posters in Boots stores, where Benefit also has concessions, were removed last Friday.
Social media users also criticised San Francisco-based Benefit. Blogger Amy Treasure wrote: ‘Maybe Benefit shouldn’t have skipped the marketing class.
‘This sort of advertising has no appeal any more – outdated.’
In a statement, Benefit said the slogan ‘could have been taken out of context’. It added: ‘The intention was never to cause offence and we regret if it has. Please know that we value all levels of education and we apologise for any communication that did not reflect this.’
The firm said it would be taking the comments it had received ‘into future design considerations’. However, the poster remained on display at Debenhams stores yesterday.
The retailer said it sold ‘a selection of beauty house brands’ which used ‘counter space and collateral’ to ‘portray’ themselves to customers.
A spokesman said: ‘We are in dialogue with the brand to change this collateral.’
A spokesman for Boots UK said: ‘The posters were removed from our stores last Friday following discussions with Benefit Cosmetics.’
‘Message was very irresponsible’