White Liquid Scene Sparks Sexuality Controversy, Beauty Brand Pulls Ad and Apologizes

Controversy Over Scenes in Milk-Texture Moisturizer Ad
Criticism Mounts Over "Objectification of Women"
Innisfree Apologizes: "We Will Be More Meticulous"

A part of the advertisement video Innisfree collaborated on with a female influencer. Photo by X Capture

Innisfree, a beauty brand under Amorepacific, deleted a recent advertisement video and issued an apology after facing criticism that the video evoked excessively sexual imagery.

On September 24, Innisfree announced through its official social media channels, "Some customers expressed discomfort regarding a video we collaborated on with an influencer to introduce the new Innisfree Milk Essence formula," adding, "We have removed the relevant scenes."

The controversial advertisement was meant to introduce Innisfree's moisturizing essence product, emphasizing its milk-like texture and high moisturizing power. However, the video included a scene where a female influencer pours a white, milky liquid over her face, which some consumers criticized for unnecessarily conveying sexual undertones.

Online users voiced criticism, commenting, "Did the person in charge not notice anything wrong when approving this?", "I understand the intention, but isn't this cheap marketing from a major company?", and "The main customers are women, yet the ad objectifies women."

Innisfree deleted the video and posted an apology. A representative from Innisfree stated, "We appreciate our customers' valuable feedback and will be more meticulous in reviewing every stage of our content planning and approval process going forward," adding, "We will do our best to become a brand that earns the trust of our customers."