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Oh Maybelline

November 18, 2011

Well it had to happen, but if ever there was something too ironic for corporate cause-branding, it would be the Occupy movement. The irony however is apparently lost on Maybelline, which wants to make sure you have on the right shade of lipstick before you go to jail:

Yup, no doubt about it, we want jobs, healthcare, no more foreclosures and oh yeah, lip balm we can believe in.  Actually, not a bad idea, but Maybelline Go Currant 440 might not be the one smack your lips on.  According the the Environmental Working Group, other than a few concerns like neurotoxicity and endochrine disruption, no worries:

EWG also has data on numerous other not so safe cosmetics.

Memo to Maybelline–companies that sell toxic harmful products and resist full disclosure of their ingredients to consumers are not the 99%.  Please take some of your makeup remover and wipe off your comically obnoxious cause-branding.

h/t Greg Mitchell at The Nation for pointing to the ad,

Our friend at Bag News, Michael Shaw, with a great look at likely attempts to turn Occupy into a reference in major commercials, starting here with Maybelline lip balm.  At the site he does creative job of contrasting scenes in the video with actual photos from yesterday’s protests, especially woman getting pepper-sprayed on the….lips. Video below, as Madison Ave is Occupied (sort of).  Paging Don Draper!  Note: This “making of” video was shot a year ago but the commercial just started airing last month (often in movie theaters).

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6 Comments leave one →
  1. November 18, 2011 11:27 pm

    So a corporation is trying to capitalize on a protest basically against capitalism? I’m lost.

    • November 18, 2011 11:33 pm

      The good news and bad news is that you are most definitely not lost 🙂

    • Cas permalink
      November 19, 2011 4:35 am

      I think they just read Naomi Kline’s “No Logo” and are a little late to the party.

  2. November 19, 2011 12:00 am

    if you need further reason to criticize the commercial, remember they continue the cruel practice of animal testing
    http://en.wikipedia.org/wiki/Maybelline#Criticism

  3. Karen Eliot permalink
    November 19, 2011 4:25 am

    “Well it had to happen, but if ever there was something too ironic for corporate cause-branding, it would be the Occupy movement.”

    How are you seeing this as a recuperation of the Occupy movement? It’s just referencing generic street protest.

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