Shoppers Drug Mart is facing backlash for its newly launched beauty campaign featuring a man with flowing locks, facial hair and a fully made up face.
The model is shown on his own and posing with others in posters and in videos advertising the chain’s “Shoppers Beauty+ Event.”
However, people online have slammed Shoppers for including the model — who some say resembles Jesus Christ — wearing a fully contoured face, complete with eyeshadow, lipstick and blush, with many presuming chain-owner Loblaw will soon be facing boycott calls.
Former Dragons’ Den star W. Brett Wilson took issue in an X posting: “It’s wrong. It’s stupid. It’s pointless. It’s useless. No #ShoppersDrugMart.”
“I honestly got a sick stomach,” one person commented, noting that Shoppers “went WAY too far.”
While others chimed in that they were done with Shoppers Drug Mart and would turn to other stores like Rexall and London Drugs, there were also supporters.
“You all have your priorities wrong and get pressed about the dumbest things,” one person wrote. “Who cares what someone chooses to do with their face. There are real issues in this world, and this beautiful person is not one of them.”
A second supporter added, “Love the representation!!! Go off queeen!!!!!”
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A Loblaw spokesperson told The Toronto Sun: “We believe that makeup is a powerful tool for self-expression and creativity, and that everyone, regardless of gender, should feel empowered to explore and embrace it.”