The Headphones That Are Pissing People Off
On November 17, Huawei announced its latest generation of Freebuds — HUAWEI Lipstick Freebuds. The 266 USD pair of red noise-cancelling headphones come with a black lipstick-shaped case, which is clearly aimed at female consumers.
A woman in the brand’s campaign poster is dressed in red and holding her Huawei Freebuds case like it were lipstick. Image via Weibo
“Does Huawei think that a woman’s image is represented by red lipstick and black stockings? This idea is so old and outdated, and apparently, it comes from a male perspective. Huawei wanted to stand out, but no one thinks they did it right,” wrote a netizen on Weibo.
Huawei’s latest generation of Freebuds — HUAWEI Lipstick Freebuds. Image via Weibo
Another user agreed that the marketing ploy is a bad idea, commenting, “this is a product no one needs, dreamed up by men. Maybe some men would buy the headphones for their girlfriends, but that could backfire.”
Another recent example comes from the bra brand Ubras, which, in a tone-deaf marketing stunt earlier this year, hired male comedian Li Dan to invite female professionals to buy its bras and “lie flat and win at work.”
An advertisement from Ubras. Image via Weibo
‘Lie flat and win’ (tang ying 躺赢) is internet slang meaning ‘success with minimal effort.’ The slogan thus implies that women who wear Ubras could easily succeed in their jobs, but through their bodies instead of hard work.
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Cover image via Huawei
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