The encyclopedia · Advertising & PR · Marketing decision · 2025
Pampers ended its deal with a mom-influencer over her children's abandoned rabbits
Alicia Vosgrau was accused of abandoning her children's rabbits in a forest; Pampers ended the cooperation and prosecutors opened an animal-protection probe.
Pampers · Alicia Vosgrau · 2025-12-11
What happened
Alicia Vosgrau, a 27-year-old German mother of several children, had built one of the country's bigger mom-influencer accounts: 1.5 million followers on TikTok and 455,000 on Instagram under the name AliciasMumLife. Her feed sold family life — and with it diaper deals. Pampers had her as a partner in its Christmas campaign.
In August 2025 she was accused of abandoning her children's four pet rabbits in a forest north of Hamburg. One rabbit was chased by a loose dog and died; the other three ended up in an animal shelter, which filed a complaint. A spokesman for the Hamburg public prosecutor's office confirmed to Bild that the case was with the police over possible violations of the Animal Protection Act.
Pampers moved in December. On December 11, 2025, the diaper brand said it had decided, in agreement with the influencer, not to continue the cooperation, citing respect for people and animals as a central value. L'Oréal Deutschland had already had no active partnership with her since October, and HolidayCheck said it too would not work with her again.
Why it happened
- The partnership ended before any legal outcome: the prosecutor's investigation was still open when Pampers dropped her — the accusation alone was enough.
- The family-life image was the product: a mom-influencer's diaper deal sells care, so an animal-welfare accusation struck at the exact value the brand was buying.
- Three brands priced the same story at three speeds: L'Oréal had already drifted away in October, Pampers announced its exit in December, and HolidayCheck closed its door without even a timeline.
- The Pampers statement was careful even in the exit — "in agreement with the influencer" — the brand left the door open for a denial while still removing her from the campaign.
The lesson
An influencer's product is her life as she films it: when the accusation contradicted the image Pampers was paying for, the diaper deal was gone before any verdict.
Aftermath
On December 11, 2025, Pampers said it would not continue its cooperation with Alicia Vosgrau, saying respect for people and animals was central to its values. The Hamburg prosecutor's office earlier confirmed to Bild that the abandonment of the rabbits in August 2025 was being examined for possible Animal Protection Act violations; one rabbit died after a dog chased it, and three went to an animal shelter. L'Oréal Deutschland said it had had no active partnership since October, and HolidayCheck ruled out further cooperation. No charges had been announced.
Sources
- Der Spiegel — Momfluencerin setzte Kaninchen aus: Pampers beendet Zusammenarbeit (Dec 11, 2025)
- Bild — Kaninchen ausgesetzt: Pampers feuert Mami-Influencerin Alicia Vosgrau (Dec 11, 2025)
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