"It feels like I could die if I eat this…" Female model collapsed next to supplements, why? They eventually apologized.

A cosmetics brand targeting young women apologized for an advertisement showcasing supplements with a photograph that lacked social implications.

Recently, the brand faced controversy as promotional images shared on X (formerly Twitter) evoked associations with drug addiction or corpses, leading to allegations of intentional "noise marketing."

"Noise marketing" is a promotional strategy that creates negative issues unrelated to the quality, content, or service of a product, often used by new businesses.

In the controversial photoshoot, the female model is seen collapsed on the floor, staring blankly into space.

Critics pointed out that the scattered supplements around the collapsed woman's mouth made it appear as if she had consumed the product and collapsed.

Upon seeing this, netizens reacted with comments such as, "This is a bit creepy. Is this really a vitamin ad? She looks too drained," and "Why would a brand promote vitamins while depicting a female model lying like a corpse, evoking images of drug overdose?"

"Feeling antipathy towards the brand…" Consumer backlash

As the vitamin pill advertisement faced backlash, other promotional photos from the same brand also came under public scrutiny.

One photo advertising a toner featured a female model submerged in a bathtub filled with toner, tilting her head and staring into space, while another showed her with her eyes closed, burying her face in the tub.

Additionally, there was a shot of a model spraying product on her chest unrelated to the sunblock's promotion, as well as another displaying a female model lying helplessly in a white bathtub.

There was also an image reminiscent of a face being covered in plastic.

On the 23rd, the brand posted an apology on their official X account, acknowledging that they "fully recognized the lack of consideration for the product's characteristics and its social implications during the planning process," and stated that they have "deleted all images related to the (vitamin C) product."

Finally, they affirmed, "We will strive to consider such matters more carefully as we grow."

However, the controversial photoshoot remains as the background for several products, and additional promotional images for sunblock and eye cream that have also come under fire have not been removed either.

Image source: x(twitter), brand official website screenshot