While Anheuser-Busch reels from the backlash over its partnership with Dylan Mulvaney, another brand is jumping feet-first into the fire.
Over the weekend, media personality Oli London retweeted a post of Mulvaney “getting glam” with Maybelline, which has apparently joined the ranks of companies like Nike who think the best way to sell products to women is by mocking them. But if Bud Light’s $6 billion nosedive is any indication, the damages will be much more than cosmetic.
Within hours, the March 13 video went viral, lighting up social media with calls to #BoycottMaybelline. Several of London’s followers were at a loss, trying to make sense of the company’s rationale. “Why are all of these companies so intent on insulting women?” one asked. This is “a dude who portrays women as ditzy bimbos,” another fumed.
Melanie Johnson agreed, pointing out that “craziest thing about all of this” is that “we do not act like this when we put on our makeup [and] workout and honestly most of us don’t have time for a six pack of bud light while taking a bubble bath… We are usually taking care of children, our homes and working. This is not a representation of women at all. WTF[.]”
Several couldn’t believe Maybelline’s folly, insisting that the L’Oréal-owned line will become the new Budweiser. Together, they derided the brand’s longtime slogan: “Maybe she’s born with it. Maybe it’s Maybelline.” In this case, consumers pointed out, “He definitely wasn’t born with it.”
Of course, this isn’t the first cosmetic company that’s gotten torched for its relationship with Mulvaney. Back in October, Ulta Beauty brought the 26-year-old on its podcast to talk about “The Beauty of … Girlhood,” triggering an instant, nationwide uproar.
Along with “gender-fluid” host David Lopez, “You had two grown men tell actual women what it’s like to be a girl, as if they could have any earthly idea,” “Relatable’s” Allie Beth Stuckey tweeted. “That has nothing to do with beauty; it’s lunacy, and it’s insulting.”
Frankly, Madeleine Kearns argued on National Review, “transgenderism is the new blackface.” “Perhaps the greatest silver lining of the transgender movement has been how it exposes the follies of disregarding sex and sexual difference. ‘Womanface’ is the new blackface. It’s time to get outraged.”
Meanwhile, in St. Louis, the cautionary tale that is Anheuser-Busch continued in full disaster-recovery mode. After a two-week shellacking, CEO Brendan Whitworth finally took the hint and put marketing VP Alissa Heinerscheid on leave for her prominent role in the fiasco. The millennial executive, who insisted hyping gender dysphoria was the way to grow the brand, was quickly disabused of that notion by everyone from national distributors to country music stars.
“Given the circumstances, Alissa has decided to take a leave of absence which we support,” an Anheuser-Busch spokesperson told The Wall Street Journal. “The decision,” the Journal notes, “wasn’t voluntary, according to people familiar with the matter.”
Her boss, Daniel Blake, also didn’t escape the senior management’s wrath. Blake, “who oversees marketing for Anheuser-Busch’s mainstream brands,” had been with the company almost a decade when he and Alissa approved the Mulvaney-faced cans that plummeted the company into global chaos and made the beer a mainstream pariah.
According to the latest numbers from NielsenIQ, Bud Light sales were down an astonishing 17% in dollars and 21% in volume for the week that ended April 15. “These numbers are staggering,” Insights Express insisted. “Right now, this is an extremely difficult scenario for Anheuser-Busch, the Bud Light brand, and for AB distributors.”
Budweiser’s implosion should have scared off plenty of CEOs, but as The Political Forum’s Stephen Soukup has argued, most executives fall into two categories: the true believers (the honest woke) and a much larger group of executives who don’t buy the radicalism they’re embracing. But the honest woke are the dangerous ones. They’re the group that doesn’t care about money nearly as much as ideology. If they need to financially kamikaze to advance their agenda, they’ll do it.
“I think we’re way past the point where companies are dabbling in trans activism simply to appeal to a wider audience in order to grow their bottom line,” Family Research Council’s vice president for branding, Jared Bridges, told The Washington Stand.
“They think they’re doing a moral good by making people like Mulvaney as the face of their brand. And in their ‘moral’ universe, this is more important than the company’s profit margin. Corporations who are still beholden to shareholders should take a long look at whether or not they want these ideologues running their brands,” Bridges warned. “They might just run them into the ground.”
Misery loves woke companies. And if Nike, Disney, Bud Light, and others can’t quit their trans extremism, recent history proves: Americans will quit them.
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