Social media has erupted with harsh criticism of a “provocative” new advertisement from Kiehl’s. In the ad, a shirtless male model is seen applying white lotion to his face while donning a pearl necklace.
Facebook users, not holding back, have joked that the imagery of Kiehl’s Facial Fuel lotion—a product aimed at men—resembles something you might see in an adult film.
“He just left his boyfriend’s house,” quipped one commenter about the model.
Another user added, “AI bastard has a facial and a pearl necklace! Two in one!” while yet another remarked, “What a suggestive photo.”
Kiehl’s has yet to respond to queries regarding the ad.
While many found humor in the advertisement, others expressed concern that it could alienate potential customers.
One user jokingly warned, “Kiehl better watch out or you’ll get a Bud Light,” referencing the recent decline in Bud Light sales following a controversial partnership with transgender influencer Dylan Mulvaney.
Sales of Bud Light plummeted for months post-campaign, as calls for a boycott grew louder.
This Kiehl’s campaign is intended to drive traffic to the brand’s website and stores for their “Cyber Week” sale, which kicks off Wednesday and runs until December 3.
Another Facebook user cautioned, “Don’t use crass weird ads to get your brand noticed.”
Yet, in contrast, some praised the Kiehl’s marketing team for its ability to capture attention, noting that their approach achieved the desired engagement, although they were disappointed with the negative comments.
