Celebrity parents speak against the discriminatory ad campaign of whitening brand
By Kristelle Bechayda
Last Saturday, April 13, skin whitening brand GlutaMAX received backlash from netizens after uploading photos of their ‘Your Fair Advantage’ campaign in promotion of their new Nano white line.
Based on the campaign photos, the brand seems to discriminate morenas with their subtle implications that fair-skinned women have more advantage in terms of social treatment just because of their complexion.
This, of course, did not pass the attention of some celebrity parents who voiced out their thoughts against the said campaign on Twitter.
“Hindi po kami kawawa, maganda ang kulay namin,” –Bianca Gonzalez-Intal
“There is no problem AT ALL sa mga gustong magpaputi,” tweeted TV host Bianca Gonzalez-Intal. “The problem is when whitening brands make us look “kaawa awa” dahil lang maitim kami. Kasi, hindi po kami kawawa, maganda ang kulay namin.”
I grew up loving my brown skin because of beautiful women like Angel Aquino and Tweetie de Leon who proudly flaunted their brown skin. I looked up to them. I did not need to compare myself to fair skinned girls. It need not be a "battle" of maitim versus maputi.— Bianca Gonzalez (@iamsuperbianca) April 13, 2019
The mom-of-two continued by saying she grew up loving her morena complexion and didn’t see the need to compare herself to fair-skinned girls because of proud women like Angel Aquino and Tweetie de Leon, whom Bianca looked up to. And the TV host also wants her daughters Carmen and Lucia to grow up with that kind of example.
“When they grow up, choice nila kung magpapa-tan or magpapaputi sila. But what I will teach them is that being brown is not something “shameful”, and being brown is not something that makes them less beautiful than others.” Bianca said.
“Glutamax, why so tone deaf?” -Rica Peralejo-Bonifacio
On the other hand, former actress Rica Peralejo-Bonifacio, who is pregnant with her second child, is more direct in calling out the brand and the people behind the campaign on their mistake and expressed her sadness how such discrimination still exists.
Glutamax, why so tone deaf? Suspecting problem is a toss between the two: tone deaf owners or founders insistent on the direction or tone deaf agency/comms department who sold what seemed a brilliant concept to the execs.— Rica Peralejo (@ricaperalejobo) April 14, 2019
“Suspecting problem is a toss between the two: tone deaf owners or founders insistent on the direction or tone deaf agency/comms department who sold what seemed a brilliant concept to the execs,” Rica wrote.
“Just take it down,” -Anthony Pangilinan
Meanwhile, motivational speaker Anthony Pangilinan asked the brand on his tweet to take their ads and billboards down.
Just take it down @MyGlutaMAXPH. We all make mistakes. Your mistake is capitalizing on harmful ideas that hurt and destroy people, especially our young. And people “conversing” about it isnt success. Just take the campaign down and apologize. The cost increases by the minute. pic.twitter.com/S6JZO03Sdo— Anthony Pangilinan (@apangilinan) April 14, 2019
“We all make mistakes. Your mistake is capitalizing on harmful ideas that hurt and destroy people, especially our young. And people “conversing” about it isn’t success. Just take the campaign down and apologize. The cost increases by the minute.”
A public apology
As of this writing, GlutaMax took down their campaign ads from their social media accounts and also issued a public apology this afternoon, April 15.
“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,” it read.