‘Are mums free maids?’ China laundry brand sparks backlash over sexist advert for new ‘efficient’ product

The narrative of the Blue Moon advertisement is quite clear, mothers are responsible for the laundry. Photo: Weibo

• New product launched by Blue Moon Group hints heavily that washing clothes is women's work
• Negative public reaction forces firm to pull ad, apologise for 'creating a misunderstanding'

A leading Chinese laundry detergent producer is in hot water over a recent advertisement it used which hinted that washing clothes was a task exclusively suited to mothers.

At the beginning of May, Blue Moon Group launched a new type of washing liquid called Prime Series to embrace this year's Mother's Day, the 21st Century Business Herald reported.

"In the past, Mum used a large bottle of laundry liquid to wash clothes. It was so heavy and it was hard for Mum," the company's ad said.

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It continued: "Now, our Prime Series can help Mum improve the efficiency of washing clothes. It is more convenient and helps Mum save labour. It makes washing clothes as relaxing as being on holiday."

"Mum, please use it first," the commercial said.

The backlash over what some believe to be the company's pandering to outdated stereotypes did not take long.

"So mothers are supposed to wash clothes. Are mothers free maids? Are fathers dead? Why can't they do it?" asked one angry online observer on Weibo.

"Sending Mum washing liquid, you take it for granted that mothers are destined to be busy with doing housework."

"The ad designers should resign. I think instead, the ad should say 'Mum, please take a rest on Mother's Day'," said another person.

A third person chimed in: "I feel awful when I see this ad. Do the ad creators live in ancient China?"

As public pressure mounted, the company apologised for causing a misunderstanding and removed the advertisement.

"Our intention was to thank mothers and we didn't expect to bring such a misunderstanding," Blue Moon said in the statement.

"Washing clothes is part of our life. Whoever washes, or for whomever, it is full of love. Perhaps we did not convey this message correctly."

It said it is aware of mothers' dedication to the family and advocates that household chores should be shared by members of the family.

"But some surveys suggest that females spend about 120 minutes on housework every day, and most of the chores are done by mothers. So in terms of clothes-washing, we'd like to provide a more relaxing way to reduce the burden of doing it," said the company.

Sexist commercials are not uncommon in China.

In 2022, consumer products giant P&G's China branch apologised over an advertisement for a body cleansing set which claimed that women are smellier than men.

A year earlier, the Chinese brand Purcotton was panned for its ad showing a young woman scaring off a would-be attacker with her make-up-free face after using the cleansing wipes made by the company.

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This article originally appeared on the South China Morning Post (www.scmp.com), the leading news media reporting on China and Asia.

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