The encyclopedia · Advertising & PR · Marketing decision · 2019
Baskin Robbins Korea styled a 10-year-old model like an adult for its 'Pink Star' ad
Baskin Robbins Korea's 'Pink Star' ad styled a 10-year-old in heavy makeup, posed like an adult. Backlash called it sexualized; the ad was deleted.
Baskin Robbins · 2019-06-28
What happened
On 28 June 2019, Baskin Robbins Korea released a promotional video for its 'Pink Star' ice cream flavor featuring child model Ella Gross, styled in heavy makeup and a sleeveless dress, posed and framed in a way that visually presented her as an adult woman rather than a child.
The styling drew immediate criticism online, with commenters saying the heavy makeup and adult presentation sexualized a child model, calling it inappropriate regardless of the brand's stated creative intent. Baskin Robbins said the concept was meant to link Ella's confident, individual style to the 'Pink Star' product image, and that the shoot had been discussed in advance with the model's parents and agency.
Baskin Robbins pulled the video from circulation within days, citing customer discomfort, though many online commenters said the apology itself lacked sincerity and that the core problem — a child styled to look adult — hadn't been acknowledged directly.
Why it happened
- Parental and agency consent to a shoot answers a procedural question, not the separate question of how the finished imagery reads publicly — the brand's defense addressed the wrong objection.
- Styling choices (makeup, posing, wardrobe) can shift how old a child model appears independent of her actual age — the technique, not the model's presence itself, drew the complaint.
- A brand-image rationale ('confident, individual style') doesn't neutralize criticism aimed at execution — explaining the concept restates intent, which was never what critics were questioning.
The lesson
Baskin Robbins Korea styled a 10-year-old model in adult makeup and posing for its Pink Star ad. Criticism called it sexualized, and the brand pulled the video within days.
Aftermath
Baskin Robbins Korea removed the video; commentary continued questioning whether the brand's explanation actually addressed the styling choices that drove the complaint.
Sources
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