OFFENSIVE CAMPAIGN: Asos has been criticised for their marketing of Maybelline's Fit Me! foundation
ONLINE BEAUTY and fashion retailer Asos has been criticised over its decision to use a black model to advertise Maybelline foundation aimed at white people.
The company was accused of using the black model's arm as a "prop" to advertise six Maybelline Fit Me! foundation cream colours in shades from ivory to buff.
The gaffe was identified by an online shopper who took to Twitter to challenge both Asos and Maybelline.
Twitter user @peatreebojangles posted the image with the caption: “Hey! black ppl! u don't need to wear this foundation, but we will use u as a measure of others lightness!”
The tweet has since gone viral and caught the attention of make-up manufacturers Maybelline who made sure to distance themselves from the brewing race row.
On Twitter a Maybelline spokesman said: “This image was not produced by Maybelline. We have foundations for darker skin tones and would never swatch like this.”
Other commentators on social media who slammed the advert include @Tamara_Lucy who wrote: “how did this get through presumably the many layers of highly paid digital marketers & sales folk?”
@araidzo added: “Wowww this is the worst. Don't sell brown foundation just use brown skin as a prop ok @Asos @Maybelline do better.”
OUTRAGE: A screenshot of the viral tweet
Asos have since removed the foundation and the images from their website and told the Daily Mail: “We are always trying out different ways to showcase products on our site and the colour swatches on models is a new trial in our beauty range. We would never want to cause any offence and this feedback will help us get it right.”
In February, the company was forced to pull a similar photo, in which a black male model was seen wearing a t-shirt emblazoned with the word "slave".
Last month, Asos were named the UK's most reputable company, just two weeks after Labour leader hopeful Owen Smith called for an enquiry into their working practices.