Maybelline is facing boycotts over its partnership with transgender social media influencer Dylan Mulvaney.
The backlash stems from a video on TikTok that Mulvaney posted, in which he displayed the cosmetic line and cheered for the 365th of him identifying as a woman.
The promotional post has led to protests against Maybelline, with some people calling on others to stop purchasing products from the makeup company.
Uncertainty Over Boycott’s Impact on Sales for Maybelline
This promotional post triggered protests against Maybelline, reminiscent of the boycotts targeting Anheuser-Busch’s Bud Light for featuring the transgender influencer in a social media advertisement.
Numerous individuals have taken to social media to criticize Maybelline for partnering with Mulvaney and encouraging others to cease buying products from the cosmetics company.
No one would have a problem with Dylan Mulvaney, a flamboyant gay man, if he simply chose to go about his flamboyantly gay ways without pretending to be a woman.
But the fact is that we’re all forced to participate in the delusion that he is now a woman and always has been and… pic.twitter.com/2qnam4s40U
— Ian Miles Cheong (@stillgray) April 28, 2023
Neither Maybelline nor its parent company, L’Oreal, have responded to The Post’s request for comment.
It is uncertain if the Maybelline boycott calls will gain as much momentum as the one against Bud Light, which has experienced plummeting sales, as per the latest data from an industry research firm.
Significant Sales Decline for Bud Light After Mulvaney Campaign
Bud Light experienced a significant sales decline as well, after partnering with transgender influencer Dylan Mulvaney in a marketing campaign. Industry research firm NielsenIQ and Bump Williams Consulting reported a 17% drop in sales dollars and a 21% decrease in volume during the week ending April 15.
This decline was more significant than the 6% drop in sales dollars and an 11% decrease in volume seen during the week ending April 8. This immediately followed the launch of the controversial Mulvaney campaign on April 1.
The Bud Light executive-who thought it was a great idea to have Dylan Mulvaney advertise for Bud Light -has taken a leave of absence…..
Perhaps OTHER execs discovered how @budlight got to where they are now….
pic.twitter.com/5Kenork21e— Conservative Momma (@conmomma) April 22, 2023
The Mulvaney campaign generated a wave of adverse publicity for Anheuser-Busch. The company announced over the weekend that marketing executives responsible for selecting Alissa Heinerscheid, Mulvaney, and Daniel Blake, are taking leaves of absence.
As Bud Light faces a decline in sales due to its controversial marketing campaign with transgender influencer Dylan Mulvaney, its competitors are benefiting from the situation.
This article appeared in Right Wing Insider and has been published here with permission.
