The Vivienne Sabo brand faced sharp criticism over a recent mascara campaign that many viewers felt leaned too heavily into sexualized imagery. Followers took to the brand’s Instagram comments to express concern, and some described the ad as provocative to an inappropriate degree. Observers noted that Meta, the platform’s parent company, has been flagged by various commentators for political and regulatory controversies in different regions, which added another layer to the discussion about how the campaign was presented and who it reached.
The mascara’s product copy stated there is “no need to fake pleasure,” a phrase that many interpreted as an attempt to sensationalize beauty routines. In the wake of the post, the brand saw a notable drop in followers, with more than a thousand subscribers leaving within a single day. Critics argued that the messaging bordered on over-sexualization and drew associations with content that could be deemed inappropriate for certain audiences. In addition, the packaging design drew complaints for its bold, adult-themed aesthetic, which some consumers felt did not align with their personal or family-friendly standards. Among the responses, people announced that they would refrain from purchasing Vivienne Sabo products and urged others to boycott the brand as a result of the perceived misalignment with their values and expectations.
In 2022 the brand named Lolita Milyavskaya as the face of its campaign, presenting her as the symbol for Femme Fatale mascara. The singer contributed a series of video clips meant to showcase makeup tips while promoting the product. One of the clips titled in a way that referenced relationship dynamics explored questions about how to respond when a partner proposes in life. In that segment, Milyavskaya offered a personal perspective on navigating offers of commitment, explaining that if she were faced with such a choice, adopting a certain stance might be a path she would consider, while acknowledging that everyone’s situation is different and life can take unexpected turns.
The campaign drew comparisons to a prior period when a stylist known for addressing common mistakes in women’s makeup discussed what she saw as key missteps in beauty routines. Commentators and consumers alike revisited past campaigns to measure how marketing messages have evolved, and to assess whether the brand has learned from earlier feedback. Overall, the public response to Vivienne Sabo’s promotional approach underscored the continuing tension between bold advertising and audience sensitivity. Observers suggested that future campaigns could benefit from clearer alignment with customer values, transparent messaging, and a broader range of beauty narratives that empower rather than shock. In subsequent discussions, industry watchers highlighted the importance of market awareness across diverse regions, noting that what resonates in one market may alienate another. The takeaway for brands is to balance creativity with responsibility, ensuring that campaigns reflect a wide spectrum of consumer experiences and do not inadvertently cross lines that many audiences prefer to avoid.