雙十一將至，不少網(wǎng)友都已經(jīng)準(zhǔn)備好了血拼的荷包，而各大電商平臺(tái)也摩拳擦掌，積極營(yíng)銷。然而前兩天，京東美妝的一份營(yíng)銷文案，卻惹了眾怒。

10月30日，有網(wǎng)友在微博曝光了京東美妝包裝箱的照片，包裝箱上以反問的語(yǔ)氣寫道，“不涂口紅的你，和男人有什么區(qū)別”。不出意料，網(wǎng)友和消費(fèi)者們的批評(píng)接踵而至。

Photos of the boxes appeared on Tuesday morning on Weibo with a marketing slogan that read: “If you do not put on lipstick, how are you different from a man?” Widespread condemnation and a consumer backlash quickly followed.

“一個(gè)美妝網(wǎng)站希望通過取笑女性獲取關(guān)注度是不會(huì)成功的，”一位網(wǎng)友寫道，“這樣做也就沒有女性用戶了。”

“A cosmetics website that wants to gain attention by making fun of women will not succeed,” wrote one Weibo user. “It doesn’t want any female clients then.”

更多網(wǎng)友直言，這就是性別歧視：

同樣也有人質(zhì)疑，這樣的營(yíng)銷口號(hào)，似乎同時(shí)歧視了男性和女性。

周二下午，京東官方發(fā)表了聲明，表示印有該文案的箱子大約有30萬(wàn)個(gè)，其中有1000箱已經(jīng)發(fā)出。京東表示將更換銷毀所有印有該文字的箱子，并且向已經(jīng)收到的用戶補(bǔ)償一件美妝產(chǎn)品。

On Tuesday afternoon, JD.com’s cosmetics department posted on Weibo that about 300,000 boxes with the offending tag line had been made and 1,000 were mailed. The company said it would change all the boxes with that tag line and would compensate customers who received a box with one make-up product.

聲明還表示，京東美妝業(yè)務(wù)正處發(fā)展期，此次不當(dāng)文案“完全是沒端正態(tài)度，一味追求營(yíng)銷噱頭”導(dǎo)致。京東將“對(duì)相關(guān)責(zé)任人進(jìn)行嚴(yán)肅處理，完善審核流程，杜絕此類事件再次發(fā)生。”

“JD.com’s cosmetics business is still developing, and the slogan is the product of solely pursuing sales and marketing, and overlooking correct attitudes,” JD.com said. “We will deal with the people in charge, improve the inspection process and prevent such incidents from happening again.”

不過，在營(yíng)銷文案上犯的錯(cuò)誤，京東美妝并不是唯一的一個(gè)。

奧迪二手車廣告涉嫌物化女性：

支付寶購(gòu)票推廣打擦邊球：

某樓盤的廣告：

這樣“吸引眼球”的文案屢見不鮮，而商家也往往以“道歉”了事，殊不知這樣的行為最終會(huì)損害商家自身。

如此沒有底線的營(yíng)銷，最終也會(huì)失去用戶的心！