An ad with a girl wearing makeup deemed sexist

Une publicité avec une fillette maquillée jugée sexiste

MONTREAL | parents and activists are outraged by the advertisement of a school of modeling montreal in which we see a young girl drawn to the nines, in a style that is not without reminding us of the contest mini-miss.

“The art of being a lady”, one can read in the advertisement published on Friday on the page Facebook of the Centre women’s Rare Pearls, which prides itself on giving courses of fashion, of elegance, of good manners, personal care, and makeup.

This activity is open to all those who are interested. Such as sports, music, reading or other…

Published by Centre for women Rare Pearls, Kateryna Model and Coach mode on Friday, July 3, 2020

By the age of the girl that you see on the photo, we can guess that the target audience is very young and it is precisely this which has shocked many people.

“I have nothing against it, the course of modeling. Ben is correct to take the course to have a beautiful approach, but not in 8-9 years, as in the photo!” (a much maligned Marie-Elen Laperrière, a feminist activist of Quebec, which fell on this publication by chance on Friday.

She then scrutinized the page Facebook of the company to realize that the owner was directed almost exclusively to the girls to sell its courses for elegance.

“It is very stereotyped. A given time, knowing how to properly set a table: I think that my boyfriend is also capable. It recalls the era where women did not have the right to vote,” added Ms. Laperrière.

A personal choice

It was not possible Saturday to talk to the owner of the school of modeling montreal, Kateryna Kharytska.

She had, however, responded to his critics on Friday in his publication Facebook, then that is additive to the negative comments.

“It is a personal choice”, she writes in a laconic comment to defend the existence of the courses that it offers.

Always in the comment section of his publication, the Centre women’s Rare Pearls has ensured that boys could also take part to its courses.


The debate around this advertising strategy raises the same issues as the contest of mini-beauty queens, very popular in the United States. In 2013, a controversy had erupted, while an event of this kind to be held in Laval. The competition had been cancelled following a petition that attracted tens of thousands of names.

“When I saw the image, I immediately thought of the reality tv shows on these contests. And we saw that this was not the choice of the small, but of their parents,” concluded Marie-Elen Laperrière.

Share Button