The email sent out by MAC which omitted Taiwan from a map of China. Photo: MAC, Weibo

It is difficult not to upset China in marketing these days, even when a product is not necessarily aimed at Chinese buyers. Just ask MAC Cosmetics, an Estee Lauder retailer based in New York which also managed to infuriate people in the United States and France.

The company got into trouble with Chinese consumers when it neglected to include the island of Taiwan on a map with a promotional email sent by the publication Women’s Day to its US customers. Released under the tagline “Girl Power”, the email featured several countries with different types of makeup. Some copies found their way to China, and online viewers had only one question: “Where is Taiwan?”

Beijing considers Taiwan to be Chinese territory and the “One China” issue has become a hot topic. Earlier this year President Xi Jinping called on Beijing and Taipei to start talks on unification and end the 70 years of division across the straits.

Some Chinese viewers accused MAC Cosmetics of having no respect for China’s grand vision of unification, with one person commenting: “I’m Chinese first, then a consumer. Only if you respect the market can the market support you back.”

To make it worse, viewers noted similar mistakes with the maps of France and United States. Alaska and Hawaii were not included in the US ad.

MAC immediately asked its e-commerce service department to issue a corrected email and launched an internal investigation. The company said it respected and supported the “One China” principle.

Zhang Yixing, MAC’s brand spokesman in China, added his own comments on Weibo, China’s answer to Twitter: “I believe that every Chinese employee at MAC is as clear as I am: No mistakes can be made on territorial questions. I hope that the (MAC) headquarters in the US can attach the same level of importance, correct the error as soon as possible, and never do it again.”

Last year the US clothing retailer Gap apologized for omitting Taiwan, Tibet and the South China Sea from a tee shirt sold in overseas markets.

Join the Conversation

24 Comments

  1. Great beat ! I would like to apprentice at the same time as you
    amend your web site, how can i subscribe for a blog website?
    The account aided me a applicable deal. I had been a little bit acquainted of this your broadcast provided vibrant
    clear concept

  2. What’s up everybody, here every person is sharing these kinds of familiarity, so
    it’s pleasant to read this web site, and I used to
    visit this weblog everyday. plenty of fish natalielise

  3. Hey there! I just wanted to ask if you ever have any trouble with
    hackers? My last blog (wordpress) was hacked
    and I ended up losing many months of hard work due to no data backup.
    Do you have any solutions to protect against hackers?

  4. I am extremely impressed with your writing skills and also with the layout
    on your blog. Is this a paid theme or did you
    customize it yourself? Anyway keep up the nice quality writing, it’s rare to see a nice blog like this one today.

  5. Thanks for your personal marvelous posting! I genuinely enjoyed reading it, you might be a great author.I
    will be sure to bookmark your blog and will often come back someday.
    I want to encourage one to continue your great job, have a nice evening!

  6. Attractive element of content. I simply stumbled upon your blog and
    in accession capital to claim that I get in fact enjoyed account your weblog posts.

    Any way I will be subscribing in your feeds or even I fulfillment you get admission to persistently fast.

  7. Fantastic beat ! I wish to apprentice while you amend
    your site, how could i subscribe for a blog website?
    The account helped me a acceptable deal. I had been a little bit acquainted of this your broadcast offered bright clear idea

  8. When I initially commented I clicked the “Notify me when new comments are added” checkbox and now each time a comment is added I
    get three emails with the same comment. Is there any way you can remove me from
    that service? Thanks!

  9. I just could not leave your web site prior to suggesting
    that I extremely enjoyed the usual information an individual provide on your guests?
    Is going to be back steadily in order to inspect new posts

  10. Hiya very cool web site!! Guy .. Beautiful .. Amazing .. I’ll
    bookmark your web site and take the feeds also? I am happy to seek out numerous helpful
    information here within the publish, we want develop more techniques on this
    regard, thanks for sharing. . . . . .

  11. After checking out a number of the articles on your website, I honestly appreciate your technique of writing a blog. I bookmarked it to my bookmark webpage list and will be checking back in the near future. Please check out my web site too and let me know your opinion.

Leave a comment

Your email address will not be published. Required fields are marked *