Amorepacific-owned Innisfree has issued an apology and pulled a promotional video after backlash over its sexual undertones.
The controversy erupted around a collaboration with a female influencer, who featured in an ad for Innisfree’s new Greentea Ceramide Milk Essence. The video included a scene of the influencer pouring white essence onto her face, paired with the subtitle: “Milk that improves skin?” The imagery quickly drew criticism online, with many calling it offensive and inappropriate for a brand with a predominantly female customer base.
Comments across online communities and social platforms described the ad as “mocking women” and questioned, “What was the planner thinking?” Others noted discomfort with the sexual connotations of the visuals. Still, a minority of voices defended the ad, arguing that critics were overreacting.
In response, Innisfree addressed the issue on September 24 through its official social media channels. “Some customers expressed discomfort regarding a video collaboration with an influencer to introduce the texture of the Innisfree Milk Essence. The brand has listened to this feedback and deleted the relevant scene,” the statement read.
The company added: “We appreciate our customers’ valuable opinions. Moving forward, Innisfree will thoroughly review every stage of content planning and final checks to become a brand that earns customer trust.”
