Marionnaud stands by campaign branded 'sexist'

Published: 3-Jun-2016
Marketing

French retailer speaks to Cosmetics Business about intentions behind divisive campaign

You need to be a subscriber to read this article.
Click here to find out more.
Marionnaud stands by campaign branded 'sexist'
Marionnaud stands by campaign branded 'sexist'

Marionnaud’s latest advertising campaign has backfired spectacularly, bringing accusations of sexism from feminist internet bloggers.

The 360° campaign, which ran in magazines, on TV and on posters at bus stops, was timed to coincide with Mother's Day in France (29 May). It featured a model with the phrase: ‘Born to be a beautiful maman’, which translates to ‘Born to be a beautiful mummy’.

Not yet a Subscriber?

This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.

Subscribe now Already a subscriber? Sign in here.
See more

You may also like

You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics
Marionnaud to offer free wifi in all French stores

Marionnaud to offer free wifi in all French stores

Read more
Customers can make use of smartphone recharging 'bubbles' and iPad checkout options

Trending Articles

  1. E.l.f. Beauty leaks CEO Tarang Amin’s number in marketing stunt The beauty giant is giving customers a direct line to its CEO via the ‘Dial 0 for Zero Distance’ campaign, where they can tell Amin what causes matter most to them and where e.l.f. Beauty can make a bigger impact
  2. You need to be a subscriber to read this article.
    Click here to find out more.
    Maybelline New York updates its 35-year-old ‘Maybe she’s born with it’ tagline The L’Oréal-owned make-up brand has revamped its famous tagline, which first debuted in 1991, to reflect the brand’s “next chapter” and how women see beauty today. Sandrine Jolly, Global Brand President of Maybelline New York, reveals the new tagline and campaign with Miley Cyrus below
  3. Kiko Milano partners with Stabilo on limited-edition highlighter-shaped lip tints The Stabilo x Kiko Milano limited-edition lip tint collection combines the Italian make-up brand’s expertise in cosmetics with the German writing instrument manufacturer’s iconic Boss Mini highlighters product design
  4. You need to be a subscriber to read this article.
    Click here to find out more.
    Is beauty’s new comedic marketing strategy proof the industry needs to lighten up? As a number of brands across beauty and wellness place comedians at the forefront of their campaigns, Cosmetics Business explores how male comics have become a central part of the beauty marketing conversation
  5. Ulta Beauty unveils star-studded holiday campaign with Selena Gomez and Tate McRae Ulta Beauty’s 2026 festive campaign has arrived, featuring a star studded cast including beauty brand founders Selena Gomez, Tate McRae and Tracee Ellis Ross,

Upcoming event

Hair Care Trends for 2027

3 December and 10 December 2026 | Virtual See all

You may also like

You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics
Marionnaud to offer free wifi in all French stores

Marionnaud to offer free wifi in all French stores

Customers can make use of smartphone recharging 'bubbles' and iPad checkout options
You need to be a subscriber to read this article.
Click here to find out more.
Fragrance
Marionnaud launches Born To Be Me campaign

Marionnaud launches Born To Be Me campaign

Adverts aim to promote inclusive outlook on beauty
You need to be a subscriber to read this article.
Click here to find out more.
Hair Care
Influencer Stella Tzortzi on building a brand inspired by Mediterranean hair oiling rituals

Influencer Stella Tzortzi on building a brand inspired by Mediterranean hair oiling rituals

Influencer Stella Tzortzi built Cee Cee from scratch. Now, the content creator is ready for the world to try her culturally-driven, natural hair care inspired by Mediterranean hair oiling rituals passed down from generation to generation
You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics
Maybelline New York updates its 35-year-old ‘Maybe she’s born with it’ tagline

Maybelline New York updates its 35-year-old ‘Maybe she’s born with it’ tagline

The L’Oréal-owned make-up brand has revamped its famous tagline, which first debuted in 1991, to reflect the brand’s “next chapter” and how women see beauty today. Sandrine Jolly, Global Brand President of Maybelline New York, reveals the new tagline and campaign with Miley Cyrus below
You need to be a subscriber to read this article.
Click here to find out more.
Skin Care
Is beauty’s new comedic marketing strategy proof the industry needs to lighten up?

Is beauty’s new comedic marketing strategy proof the industry needs to lighten up?

As a number of brands across beauty and wellness place comedians at the forefront of their campaigns, Cosmetics Business explores how male comics have become a central part of the beauty marketing conversation
Colour Cosmetics
E.l.f. Beauty leaks CEO Tarang Amin’s number in marketing stunt

E.l.f. Beauty leaks CEO Tarang Amin’s number in marketing stunt

The beauty giant is giving customers a direct line to its CEO via the ‘Dial 0 for Zero Distance’ campaign, where they can tell Amin what causes matter most to them and where e.l.f. Beauty can make a bigger impact
Packaging
Qiaoyi and GEKA showcase complementary beauty solutions at Cosmoprof Asia Hong Kong 2026

Qiaoyi and GEKA showcase complementary beauty solutions at Cosmoprof Asia Hong Kong 2026

Qiaoyi, a part of medmix beauty will exhibit at Cosmoprof Asia Hong Kong 2026 joined by  colleagues from GEKA’s sales and innovation team. Visitors can meet the teams at Booth 6- F11, AWE Hall 6 and discover their complementary beauty packaging and application  solutions
Subscribe now