Photo courtesy of Hard Candy official Instagram account
CAIRO - 19 January 2018: Hard Candy, a widely popular U.S. based makeup brand, has caused an uproar on social media platforms as a result of their submission to the U.S. Patent and Trademark database to trademark the words #MeToo.
It was reported by the magazine “The Cut” that they applied for it on October 20, just days after the movement became popular.
CEO Jerome Falic told the gossip website “TMZ” that this is not a straight cash grab, adding that the company's intention is to give back to women across the world.
Also, according to the report of “TMZ”, the plan is to donate proceeds to the #MeToo cause. However, Falic says that they are still in planning stages, and it is unclear which products will be marked with the hashtag if the trademark is approved.
The movement was started by feminist and women’s rights advocate Tarana Burke over 10 years ago to show solidarity with victims of sexual assault. Burke gave voice to the victims through her website.
Actress and activist Alyssa Milano revived the “MeToo” movement by encouraging women to speak up about their sexual harassment and assault experiences in an attempt to “give people a sense of the magnitude of the problem.”
The popular opinion is that it is inappropriate for a makeup company to produce products under the branding of a hashtag that was used to address sexual harassment and abuse and to empower the victims, no women needs that reminder while she puts on her makeup.
Social media users have flooded the comment section on the Hard Candy Instagram account with comments expressing their anger and disappointment in the brand, while promising to boycott the brand.