Benefit Cosmetics' new campaign has hit a nerve

"Skip Class, Not Concealer"-- This is Benefit Cosmetics' new campaign tagline. In my opinion, their new ad is telling young women that it is more important for them to be pretty than smart. I'm not alone. People around the web are posting the hashtag #SkipBenefitNotClass in response to Benefit's campaign.

I tweeted about the ad, and actually got a reply from Benefit Cosmetics. They apologized, but made no mention of pulling this disappointing campaign. 

We need to remind girls that they are much more than their looks! I'll take class over concealer any day. #BenefitCosmetics pic.twitter.com/BlWLLpx0YU

— Jessica Naziri (@jessicanaziri) July 10, 2017

Hi, there. Thank you for your feedback. Please know that we value all levels of education; we apologize for any communication

— Benefit Cosmetics US (@BenefitBeauty) July 11, 2017

Here are some of the #SkipBenefitNotClass messages from around the web: 

Hey @BenefitBeauty - in #STEM, skip a class, you lose a week; skip #makeup and nobody notices. #IchoosebrainsANDbeauty #SkipBenefitNotClass

— Rebecca Hawkins (@pinktoolsnprls) July 10, 2017

Dear @BenefitBeauty,
my eyebrows are bold as hell, I'm finishing my PhD, & I encourage other women to pursue their nerdy dreams. Do better. pic.twitter.com/27LDqmSsoL

— 🔬 Samantha Yammine (@SamanthaZY) July 10, 2017

When you can contour integrals as good as you can contour your face https://t.co/dJb0aosnjN #SkipBenefitNotClass #beautyANDbrains pic.twitter.com/AUNOQDvm5F

— mathematical models (@mathymodels) July 10, 2017

We should be encouraging girls to succeed, not telling them to prioritize makeup over education! Bye @BenefitBeauty #skipconcealernotclass https://t.co/ZNGdjoiJaW

— SAGE FRANCH 💻💋 (@theTrendyTechie) July 10, 2017

Hey @benefitcosmetics, what if we didn't encourage young women and men to value makeup more than education? What if we told them you can value beauty AND brains too? . . With so many people around the world wishing for the opportunities we have, let's NOT encourage our young people to take them for granted. #beautyANDbrains #skipbenefitNOTclass . . Check out @science.sam's feed for the original ad from Benefit promoting their new concealer with the line, "Skip class not concealer."

A post shared by BLACK GURL SCIENTIST 🔬 (@blackgurlscientist) on Jul 10, 2017 at 11:47am PDT

This all started when the ad caught the attention of a teacher in Scotland, Josh Key, who worried it showed young women that they "just need to be pretty" and encouraged them to devalue their education. So far, some shops have agreed to take down the adverts, but Benefit Cosmetics has not taken any action to change their controversial campaign.

Hopefully Benefit Cosmetics realizes that brainy, beautiful girls are a force to be reckoned with. I'll take class over concealer any day.