Taking to LinkedIn Srinivasan wrote, 'The logo has the vector image of a woman with a bindi!' and added that "The gender marker is clear when you see that the lint roller, which has a man's coat in the product pack, doesn't have it!"
Racism, casteism or sexism has no place in today's world. Recently HUL's 'Fair & Lovely' was under the scanner for promoting skin lightening cream, and now another brand has come under fire for gender-targeted marketing.
A communications strategy consultant, Karthik Srinivasan, called out Scotch-Brite on LinkedIn after his friend pointed out the company's sexist logo featuring a woman with a bindi on all of their products except a lint roller.
Taking to LinkedIn Srinivasan wrote, 'The logo has the vector image of a woman with a bindi!' and added that "The gender marker is clear when you see that the lint roller, which has a man's coat in the product pack, doesn't have it!"
He questioned 3M, the parent company of Scotch-Brite for not changing its 'user-centric' cues since 1990.
Srinivasan urged the company to change its logo and said "In 2020, such gender markers seem awkward and out of place. I sure hope the good folks at 3M take note of this legacy logo and update it."
After the post went viral, Head of Marketing at 3M India, Atul Mathur promised to change the “regressive” logo.
He commented, "You have correctly surmised that this is a legacy vector and that it is undoubtedly time to move on from regressive beliefs. Recognising this, we started down the road to drive behavioural change externally."
Sharing the link of Scotch-Brite’s advertisement series titled “Ghar Sabka Toh Kaam Bhi Sabhi Ka?”, Mathur shared how they were working to challenge society’s sexism and gender inequality.
Well, his comment surely heaped praises, and hopefully, the brand will come up with a new logo soon.
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 "Man calls out Scotch-Brite for 'awkward' sexist logo, company promises to move on 'regressive beliefs'")
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