An advertisement produced by the Chinese cotton product brand Purcotton shows a woman walking on a dark street at night followed by a masked man. When the man began to approach her, it was shown that the woman had used Purcotton rags to remove her makeup, which seemed to frighten her attacker and caused him to escape.
Although it is not clear when the ad was released, Chinese social media users have captured the short video, condemning it for the obvious reprimand of user information, and labeling it “disgusting” and “wrong.” Some even called for a boycott of the company’s products.
A user said on Weibo on a Twitter platform similar to China: “You advertise in a way that most scares women. This is incomprehensible and unacceptable.”
The “China Women̵
Social media said: “Full of prejudice, malice and ignorance. Women are consumers, not consumer goods.’Creative’ advertisements that insult women will inevitably be criticized by the public.”
The company’s website shows that Purcotton is owned by Winner Medical Group, has more than 240 stores in China, and an estimated 20 million customers.
Purcotton originally defended the advertisement as a creative way to promote the “cleaning function of the product”, but as the boycott grew louder, the company removed the video from their account, and finally on January 8 apologize.
The company’s post said: “We have set up a team to hold people accountable for the problem. At the same time, we will improve the content production and review process to prevent similar incidents from happening again.” Purcotton posted on its Weibo account on Monday. Sent a second letter of apology.
This is not the first time a Chinese company has been forced to apologize for accusations of gender discrimination.