‘Are mums free maids?’ China laundry brand sparks backlash over sexist advert for new ‘efficient’ product
- New product launched by Blue Moon Group hints heavily that washing clothes is women’s work
- Negative public reaction forces firm to pull ad, apologise for ‘creating a misunderstanding’
A leading Chinese laundry detergent producer is in hot water over a recent advertisement it used which hinted that washing clothes was a task exclusively suited to mothers.
At the beginning of May, Blue Moon Group launched a new type of washing liquid called Prime Series to embrace this year’s Mother’s Day, the 21st Century Business Herald reported.
“In the past, Mum used a large bottle of laundry liquid to wash clothes. It was so heavy and it was hard for Mum,” the company’s ad said.
It continued: “Now, our Prime Series can help Mum improve the efficiency of washing clothes. It is more convenient and helps Mum save labour. It makes washing clothes as relaxing as being on holiday.”
“Mum, please use it first,” the commercial said.
The backlash over what some believe to be the company’s pandering to outdated stereotypes did not take long.
