Marionnaud stands by campaign branded 'sexist'

French retailer speaks to Cosmetics Business about intentions behind divisive campaign

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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