Marionnaud stands by campaign branded 'sexist'

Published: 3-Jun-2016
Marketing

French retailer speaks to Cosmetics Business about intentions behind divisive campaign

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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’.

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