Skin Whitening brand GlutaMAX found itself in hot water after thousands of netizens expressed their revulsion towards their advertisement which discriminates brown-skinned women.
GlutaMAX uploaded a series of “Your Fair Treatment” ads wherein they encouraged women to whiten their skin stating that “3 in 5 Filipinos believe that people with fairer skin receive better treatment than others.”
The brand claimed that fair-skinned woman are not just “prettier” but they experience perks which are not given to brown-skinned people.
The ads then caused online rage with several netizens describing the ads as distasteful, insensitive, and discriminatory.
so there was this ad in edsa i saw last week and found interesting because i thought it was addressing colorism in the ph and the second picture is what it was replaced by. it was an ad for whitening products. fuck you glutamax pic.twitter.com/C3g408Mvby
— janana (@bukotart) April 13, 2019
Do not, I REPEAT, DO NOT PATRONIZE GLUTAMAX!!!!!!!!! pic.twitter.com/Wly2IlEVq9
— pi (@xnarc0tic) April 13, 2019
Apparently, Glutamax thinks that the solution to discrimation based on skin color is to whiten yourself??? WTH!!!? This forwards the disgusting narrative that the only standard for respecting people is if they're fair-skinned. Shame on your capitalistic attempt to be relevant. pic.twitter.com/11inDrcStK
— angelou (@putomayangelou) April 13, 2019
No, GlutaMax. Here's me raising my middle finger at you: I'm alright with my brown #KutisPinas and I'm still in the showbiz industry, you uneducated potato. pic.twitter.com/AgZ11PJOnX
— Chai Fonacier (@bansheerabidcat) April 13, 2019
A sample they showed me was this one with jinky oda. apparently, glutamax have always banked on the controversial, bordering offensive. pic.twitter.com/yDs3P64yJ7
— Rush-Yan Roulette (@pamzaragoza17) April 13, 2019
So disappointing that instead of promoting "equality" regardless of skin color, they opted to point out na deserve nga talaga ng mapuputi ang better treatment. What a trashy logic we got here from GlutaMAX.
RESPECT TO A PERSON IS NEVER OF COLOR OR RACE!!!! pic.twitter.com/mhoB4Whtqj
— JAMES (@JamesMarion20) April 13, 2019
I'm so angry about this ad that I can't even breathe properly. Wtf.
I'm imagining young Filipinas who see this ad and feel shame from their BEAUTIFUL, NATURAL, BROWN COLOR. You should be ashamed of yourself, GlutaMAX. You, the ad agency, and everyone involved in this shitty ad. pic.twitter.com/aApnom8aIh
— Anna Oposa (@annaoposa) April 13, 2019
SKINWHITE IS CANCELLEDT
GLUTAMAX IS CANCELLEDT.These whitening brands don't need new campaign. They need new values first. pic.twitter.com/pNmrNsK7Vs
— Rod Magaru ?? (@rodmagaru) April 13, 2019
Fuck Skin White and GlutaMax for promoting white washing and making fruitless attempts to tackle colorism in the Philippines!!!!
— ? (@BoMhyb) April 13, 2019
Hello, friends in advertising in the Philippines.
What agencies handle the accounts of GlutaMax and SkinWhite?
Pakisabi kadiri. Thanks.
— Chely Esguerra (@hoychely) April 13, 2019
Oh my #GlutaMAX you're going down for this tasteless advertisement. pic.twitter.com/fP5JpoRpot
— ♡ NicaBells ♡ (@SimplyNicnax) April 13, 2019
GlutaMAX issues apology
After the backlash they have received, GlutaMAX has decided to take down the ads and issue an apology on Facebook.
The statement reads:
“As we’ve learned, talking about skin is never a skin-deep issue. It’s a mindfield of sensitivities, of deeply held beliefs, and should never be taken lightly.
And yet, over the weekend, we’ve caused a disproportionate amount of discomfort. And even pain. That said, we believe that the best intentions are never an excuse for causing harm. And for all those that we’ve offended over the past few days, we offer our sincerest apologies.”
