SINGAPORE — Homegrown wellness technology company Osim apologized on Monday (6 May) after online critics said its Mother’s Day campaign was insensitive and could encourage fat-shaming and domestic violence. did.
An attempt to celebrate a mother’s love quickly turned sour on Sunday when a photo of a store display slogan reading “Kill the bulge” was shared on the online forum Reddit. . Slogan related to Osim devices aimed at slimming down users.
In response to questions from TODAY, Osim said the company will revamp all in-store displays and digital communications. Advertising spaces inside and outside malls will be “gradually updated” starting Tuesday.
The post has since garnered more than 1,800 upvotes and been viewed more than 400,000 times, with many netizens slamming the slogan for promoting domestic violence and body shaming.
“We are aware that the wording and tone of the tagline of our recent Mother’s Day campaign has caused discomfort and unhappiness to some members of the public,” Osim Singapore’s assistant general manager Adele Tan said in a statement. Stated.
He added, “We sincerely apologize for this oversight in our marketing efforts.”
Tan said in a statement that the Osim team takes the public’s opinions seriously and that it was “never (Osim’s) intention to promote negative sentiments or ill will towards women, especially mothers.” Ta. I have the utmost respect,” she said.
The slogan “Kill the bulge” may be a Mother’s Day adaptation of the slogan Osim used earlier this year, “Kill the bulge.”
Netizens slam the slogan, wonder how it was approved
In posts on Reddit, many unimpressed netizens criticized the ad campaign for potentially promoting domestic violence and body shaming, and many criticized Osim’s oversight of the marketing team.
User “Candid-String-6530” wrote: “Oh yeah. Domestic violence plus body shaming. Mother’s Day…”
Another user, SmoothAsSilk_23, called it an “infuriating campaign” and added that the company could have used something more appropriate to celebrate Mother’s Day.
One user, “nachosmojitos,” also found the act of shaming the body of a woman who has given birth unpleasant.
“Why should we shame women and mothers for their bodies, especially those who have undergone physical changes and the most painful experience[of childbirth]? ) or a postnatal Pilates class.”
Some questioned how the marketing slogan was approved for display in physical stores and called on Osim to invest in improving marketing.
“It’s infuriating that this slogan got past the concept stage, got approval from upper management, and actually physically hit the shelves. All they had to do was change ‘she’ to ‘it.’ ,” wrote Reddit user “Pure Eyes.”
Another user “analytics_Gnome” said, “Companies really need to invest money and do proper marketing/PR already. Where did they get all this talent because there are so many weird and disgusting marketing campaigns these days?” “I’m sure you’re wondering,” he commented.
Nevertheless, a few netizens also pointed out that this slogan has an attention-grabbing effect, which is different from the usual marketing methods used by companies on special occasions.
Reddit user “CommonMetal-8578” wrote, “Terrible marketing spread. I haven’t had to hear anything about Osim until today. Sounds more effective than the typical noise this time.”
Another user, GR1EF3R, agreed, writing, “This is great marketing. It makes me do a second shot,” adding that the slogan is similar to that of a photo shop that says “Photograph the child, frame the mother.” He added that he remembered the slogan. Law. “
In a statement on Monday, Tan thanked the public for their feedback and opinions, adding that Osim would “learn from this and take a harder look at our marketing campaigns in the future.”
