Kiehl’s is currently facing intense scrutiny over a new advertisement that has drawn sharp criticism on social media. The ad features a shirtless male model adorned with a pearl necklace, with white lotion smeared across his face. Users on platforms like Facebook have described the imagery as “suggestive,” leading to a wave of mocking comments regarding its appropriateness.
The product being promoted is Kiehl’s Facial Fuel, a moisturizer aimed at male consumers. Many commenters have likened the presentation to scenes from adult films, with remarks such as “He just left his boyfriend’s house” and “the AI dude has a facial and a pearl necklace! Two for one!” highlighting the ad’s polarizing nature.
Kiehl’s has yet to respond to requests for comment regarding the advertisement. While some users have found humor in the ad, others have expressed concern over its potential to alienate customers. One user cautioned, “Kiehl’s better be careful or they will get Bud Lighted,” referencing the significant decline in sales experienced by Bud Light following its partnership with transgender influencer Dylan Mulvaney in 2023. The controversy surrounding that campaign led to a nationwide boycott, causing Bud Light to lose its position as America’s best-selling beer.
The reactions to the Kiehl’s ad have been mixed. One Facebook user stated, “it’s too late … these marketing folks with an agenda are costing their companies millions at a minimum … I’ll look elsewhere, they’re not getting a dime of my money.” The ad was intended to promote Kiehl’s “Cyber Week” sale running from November 29 to December 3, 2023, aiming to drive traffic to the brand’s website and physical stores.
Despite the backlash, some users defended the creative team behind the advertisement. “Social media team definitely knows how to get engagement,” one user commented, while expressing disappointment at the negative responses.
As Kiehl’s navigates this controversy, the effectiveness of their marketing strategy will be closely monitored, especially in light of recent examples from other brands that faced backlash over similar advertising choices.
