Mulvaney's earlier partnership with Bud Light resulted in backlash for the beer brand.
The actress, social-media personality and transgender activist, who celebrated her transition with a “365 days of being a girl” campaign, partnered with Bud Light on a promotion earlier this year. The end result was that the beer brand faced significant transphobic backlash, with the musician Kid Rock going so far as to post a video online showing him opening fire on cases of Bud Light.
MarketWatch reached out to representatives for L’Oréal OR , the parent company of Maybelline, and Anheuser-Busch BUD , the parent company of Bud Light, for comment, but didn’t receive an immediate response. The calls to boycott Bud Light may have had an initial effect on business. The New York Post reported Monday that the brand’s weekly sales declined by 17% for the seven-day period ending April 15.
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