L'Oreal has hired Ari Kytsya, an adult content creator known for her presence on OnlyFans, as the brand ambassador for Urban Decay. This collaboration raises significant concerns regarding the mainstreaming of explicit adult content and its implications for young consumers. The Fawcett Society's CEO criticized the decision, highlighting that it contradicts L'Oreal's own ethical guidelines, which prohibit association with individuals who have posted pornographic content. Despite criticisms, L'Oreal defended the collaboration, commending Kytsya's openness about her industry.
Ari Kytsya, a US-based adult performer, has been hired as a new brand ambassador for Urban Decay, a line of makeup sold in Boots and other high street stores globally.
Penny East, the new chief executive of the Fawcett Society, stated the brand's decision to collaborate with an OnlyFans star broke a new threshold in mainstreaming controversial explicit content.
The decision to work with Kytsya appears to contravene L'Oreal's own Value Charter, which states influencers must not have previously posted pornography contrary to their values.
L'Oreal's collaboration with Kytsya raised concerns over whether she represents an appropriate role model for young women, given the ethics specified in their guidelines.
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