By Contributing Reporter
RIO DE JANEIRO, BRAZIL – After Brazilian Natura cosmetics brand launched the campaign to advertise the new line of lipsticks, Collection of Love, hundreds or Internet users promoted the hashtag #IboycottNatura on Tuesday morning, the 14th.
The ad tells the story of three couples and, in the end, they kiss in front of the cameras.
The campaign was released this past Monday, the 13th. The couples that represent the new collection are a drag queen and a woman (Nathalia e Beatriz), a transsexual woman and a woman (Dominich e Gabi), and two women (Hadassa and Dayane).
The brand’s slogan is “Every color fits in love.”
This Thursday morning, the 14th, the hashtag calling for a boycott of the brand was already at the top of the trending topics on Twitter.
Some Internet users called Natura’s stance militant, repeating the phrase that “Those who boast don’t profit.”
“Natura forgot that the public who made the brand grow was made up of conservative housewives reselling magazines to friends and not outspoken feminist lesbians,” wrote right-wing YouTuber Avena.
Natura close to concluding Avon Products deal
However, the new target audience of Natura must be seen in a larger context. The Brazilian firm is close to completing a deal to acquire Avon Products Inc., a source with knowledge of the matter said on Monday.
According to the person, who asked for anonymity to disclose private talks, the deal could be announced as soon as Friday, or next week at the latest.
Natura and Avon, which has a market capitalization of US$1.4 billion, did not immediately comment on the matter.