The controversial social media campaign has caused a stir, perhaps its original intention.

Rabat – American cosmetics brand Nars, in its traditional fashion, has caused a stir with a raunchy campaign for its “Morocco” lipstick shade, a nude color with cinnamon tones. The lipstick is part of Nars’ “After Hours” collection.

The campaign, posted to the brand’s social media accounts, shows the lipstick molded into a phallic shape before melting into the shape of a traditional lipstick bullet. Adding to the sexual tone of the campaign is the caption: “When the nudes keep you up at night.”

The video has received mixed reactions on social media. Some didn’t appreciate the overt sexuality of the campaign, calling it inappropriate since the campaign could be exposed to children.

I’m tired of NARS overly sexualising makeup it’s so unnecessary and tacky, just stop https://t.co/bG3nTpA5uS — Blossom? (@cle_eaux) August 13, 2019

Others respected the brand’s bold choices and pointed out this is nothing new. The brand is famous for its sexual shade names, like the iconic “Orgasm” blush, and lipsticks “G Spot” and “Deep Throat.”

Nars know sex sells and they’ve stuck to it, eg. their product names – ‘orgasm’ palette, ‘deep throat’ blush, ‘climax’ mascara. It works for them, doesn’t come off tacky and gets people talking. Genius. https://t.co/y4B5TzTQZC — MABINTOU (@MABIN2_) August 12, 2019

watching people freak out over this like Nars hasn't been using sex appeal in their brand marketing and concepts since inception is hilarious https://t.co/PwhcXbajCQ — nickntv on twitch ♡ ?️‍? (@NickNMedia) August 12, 2019

The campaign can be considered a successful one: as the saying goes, any publicity is good publicity, and the phallic lipstick lit up Twitter.