Controversial Comedian In Makeup Ad: Brand Issues Public Apology

Michael

2 min read

Post on Aug 16, 2025

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Controversial Comedian Sparks Backlash After Makeup Ad: Brand Issues Public Apology

A leading cosmetics brand, "GlowUp," finds itself in hot water after featuring controversial comedian, Barnaby "Barnstorm" Butterfield, in its latest ad campaign. The campaign, intended to promote GlowUp's new "Unfiltered" line, has instead sparked a firestorm of criticism, leading the brand to issue a public apology.

The ad, which aired nationally last week, showcases Butterfield applying GlowUp's "Unfiltered" foundation. While the ad itself is lighthearted, Butterfield's inclusion has proven highly problematic. His past public statements, considered by many to be offensive and insensitive, have resurfaced, leading to widespread condemnation of GlowUp's decision to partner with him.

#GlowUpBacklash Trends on Social Media

Within hours of the ad's release, #GlowUpBacklash began trending on social media platforms like Twitter and Instagram. Users expressed outrage at the brand's apparent lack of due diligence in vetting Butterfield, accusing GlowUp of being tone-deaf to the concerns of its diverse customer base. Many voiced their intention to boycott the brand, calling for a complete removal of the ad and a more thoughtful approach to future marketing campaigns.

Several prominent influencers, known for their advocacy of ethical and inclusive brands, joined the chorus of criticism, further amplifying the negative publicity surrounding GlowUp. Their influence triggered a wave of negative reviews and comments across the brand's social media channels and online retailer pages.

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GlowUp's Public Apology: Damage Control or Sincere Regret?

Facing intense pressure, GlowUp released a public statement on Tuesday, expressing regret for its choice of spokesperson. The statement, published across all its social media channels, acknowledged the hurt caused by the ad and promised to review its future partnerships with greater sensitivity.

"We sincerely apologize for the offense caused by our recent ad featuring Barnaby Butterfield," the statement read. "We understand that our decision to collaborate with him has been deeply hurtful to many, and we take full responsibility for our oversight. We are committed to learning from this experience and taking steps to ensure our future campaigns align with our values of inclusivity and respect."

While the apology has been met with mixed reactions, some praising the brand's swift response while others remaining skeptical, the damage has arguably already been done. The incident highlights the importance of thorough background checks and careful consideration of brand values when choosing public figures for marketing campaigns.

The Importance of Brand Alignment & Social Responsibility

This incident serves as a crucial reminder to businesses about the importance of aligning their brand with their values. Consumers, especially younger generations, are increasingly demanding accountability from the brands they support, penalizing those that fail to meet ethical standards. Moving forward, companies must prioritize thorough due diligence and social responsibility in their marketing strategies, or risk facing the consequences of a potentially damaging public backlash, much like GlowUp.

What are your thoughts on GlowUp's response? Share your opinion in the comments below!