"Girl math". Superdrug, tut tut tut

[GirlMathBS]

Why does it feel like the world is regressing?

This is from a Superdrug marketing email btw

It’s a reference to a social media trend. But yes it should be “maths”.

I don't think that's the issue

Hmm.. a product that will 'lat' way longer? Not even checked for typo's. Very amateur.

The whole beauty industry is 'you need this to look good' is to blame regardless of how it is marketed

Well its only for "girls" so it doesn't really matter

No, like most adults I'd not heard of 'girl math'.

https://en.wikipedia.org/wiki/Girl_math

Well that meme can FTFOAWIGTFOSM
(Girl maths in our house is 2 A levels with a preference for mechanics.)

I know.

Regardless of the trend, to reiterate it in a marketing campaign reinforces the stereotypes it embodies. Any company with integrity should be more socially responsible. Particularly when women make up the majority of their customers (and staff).

Terrible advert and not even spelt correctly. I won’t be rushing to spend my money there.

Concealer for breakfast. Yummy.

Typos. No apostrophe.

Why not go the whole hog and get Dylan Mulvaney to front the campaign.

Yeah that is an insidious ad that I would report to the advertising standards people. It’s telling girls skip breakfast so you can buy make up “guilt free” -you won’t get fat and look snatched…te he girl math.

If I see it in my Superdrug there may be a viral Tik Tok of me charging it and ripping it up.

This. I have never been a fan of Superdrug but this ad and the message it conveys is absolutely disgusting. Won’t be back in one of their (awful) shops!

Looks like there's some 'man spelling' in that.

'Girl math' is a trend popular on tik tok and social media at the moment, superdrug are just using the term to advertise to their main market; young women. Its really not something to be all uppity about.

I don’t mind the term ‘girl math’ and have indeed seen it on social media but encouraging women to skip breakfast in order to buy makeup is absolutely disgusting and crosses the line. Completely out of order

Why not?

Oh dear ... 😂

I agree the girl math tongue in cheek jokes are not so bad. I am more concerned about the ad saying buying make up is a “guilt free” purchase compared to buying breakfast instead. The message is clear- looking good is so important you should feel guilty if you don’t skip meals to afford makeup.

Another company to boycott.

Why? I'm not "uppity" about it, just happy to point out the deep-rooted misogyny in such a trend.

Presumably anyone (female) with an awareness of sexism and misogyny was absent the day that this advert was signed off as the kind of attitude Superdrug want to represent their brand.

Typos.

This is such awful copywriting (with typos) and so amateurish I wonder whether it’s not even from Superdrug at all. Could it be a scam OP? Or a joke?
I’m a conceptual copywriter and I cannot imagine any marketing department approving this.

Apart from the feminist issue it just feels like it was written by someone on work experience.