Korean Brand Takes Down “Dead Body” Ad Amid Growing Backlash

Korean Brand Takes Down “Dead Body” Ad Amid Growing Backlash

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“…makes me question the photographer’s mindset.”

Glow, a Korean cosmetic brand, continues to face backlash after its latest promotion of vitamin-related products was flagged as “creepy” and “disturbing” for posing female models like “dead bodies.”

| Glow

The promotion in question was for a chewable vitamin supplement and a lemon vitamin toner. Glow had these modeled photos prominently showing on the website:

Glow’s ad for “Vitamin C Chewables.” | Glow
Glow’s ad for “Lemon Vitamin Toner.” | Glow

Given the unusual concepts for promoting vitamin products, the photos were not well received. In response, Glow tweeted an official statement, apologizing for failing to understand the consumer sentiment and removing one of the ads.

Hello, this is Glow.

We sincerely apologize for the delay in responding to the controversy surrounding the Vitamin C Chewables photo shoot, and for the discomfort it has caused.

We fully acknowledge that there was a lack of consideration regarding the product’s characteristics and its broader social implications during the planning process. As a result, all related images have now been removed.

We deeply regret this oversight and feel an immense responsibility for it. Once again, we sincerely apologize to everyone who felt discomfort or offense due to the photo shoot.

Moving forward, we promise to approach these matters with greater sensitivity and care as we continue to grow.

Thank you.

— Glow

As other “questionable” photos still remain up and visible, Koreans continue to scrutinize the brand’s overall portrayal of female models in all of their promotions.

Backlash continues to grow despite the brand’s response.

| theqoo
  • “Looks like a suicide concept.”
  • “That’s just the photographer’s taste, and the brand matched their style lol. Must really like dead women.”
  • “Disturbing.”
  • “Who planned this? It’s totally awful. So unpleasant I don’t want to buy anything from them.”
  • “Made me uncomfortable. I won’t be spending money there.”
  • “It’s so creepy… Makes me feel awful.”
  • “If it were a fashion shoot, I might just brush it off, but vitamins are supposed to represent health and vitality. This concept just doesn’t fit.”
  • “Is it really healthy…?”
  • “It’s disturbing, and makes me question the photographer’s mindset.”

This is not the first time brands have had to take action in response to growing criticism. In 2019, Baskin-Robbins Korea was under massive fire for sexualizing Ella Gross, a member of MEOVV. Read more about it here:

Baskin Robbins Sparks Controversy Over Sexual Objectification Of Child Model

What’s Happening In Korea

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