Golden Pearl has released a new ad to promote its 11th November sale, however, they did not receive the outcome they had hoped for. The latest ad put out by this whitening cream company features a model with glowing and radiant skin showing the benefits of the product. The model is shown on a glamorous stage, giving an acrobatic performance. But, the ad has faced significant backlash from viewers over the costume she was in. There have been comments suggesting that it’s inappropriate and does not align with cultural sensitivities.
Social media has quickly reacted and called Golden Pearl out. Their issue stems not only from the performance outfit but also from promoting a whitening cream. A controversial practice given today’s inclusive beauty standards.
Golden Pearl Criticised On Social Media
The Facebook group KAMN, short for Karachi Advertising & Marketing Network, took to the challenge of bringing this up. They’re popular for critiquing marketing and advertising campaigns, and shared the ad on their page, sparking further discussion. KAMN is a group that encourages its members to analyse ads critically and respectfully. The group provides raw and honest feedback on local ads.
When sharing this particular ad in the discussion, a member of KAMN captioned it, “Baat ban jaye agr Dress mei thori cultural value add kr lein ye Brand.” Since then members have discussed the creative decisions behind this costume and have voiced that it could have been more appropriate. One member wrote, ”Baap ban jaye should’ve been the tagline”. Netizens agree that cultural representation should be a core consideration in advertisements, especially within the beauty industry.
However, this is not the first time Golden Pearl has faced backlash. The brand has consistently promoted its whitening products. In today’s age and day, many have found that this does not align with more inclusive beauty ideals. Many feel that by focusing on “whitening” as a standard of beauty is not only archaic but also racist, the brand reinforces outdated and problematic standards.
While Golden Pearl aimed to promote its whitening cream as a source of radiance, the campaign’s execution, particularly the model’s attire and the continued promotion of skin-lightening products, sparked considerable public backlash.
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