The latest campaign by the world’s biggest cosmetics brand, Maybelline, in which a mustachioed man tries its best-selling lipstick, has caused a flurry of mainly negative comments on social media.

In the brand’s ad for Amazon Prime Day, bearded and balding influencer and makeup artist Ryan Vita – impeccably painted and sporting a beaded tweezer in his beard – tries out the company’s lipstick.

He even kisses his hand (note the nails) and sends it to the viewers, showing that no gloss has been transferred to his hand.

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The video was viewed on Maybelline (a subsidiary of L’Oreal) social media more than 1.2 million times in less than 24 hours, generating strong reactions from users and nearly 2,000 negatives.

“Now you know what brand NOT to buy”, “maybe they are mentally ill, maybe it’s Maybelline” and “unacceptable and disturbing video”, “very bad marketing”, are some indicative comments.

“Oh yes. Nothing inspires me more to buy makeup than seeing it smeared on a bearded man’s face,” one user also tweeted.

The new ‘challenge’ from Maybelline comes just weeks after the brand faced calls for a boycott for using transgender Dylan Mulvaney to promote its concealer.