Swedish beauty giant Gents.com changed its name on American perfumes as a joke until April 1st. But one of the perfumes was given a name that is far from politically correct today.
Several large companies have joined during April 1. The morning started with both SVT and TV4 joining forces for a joke, and the day then continued with ICA cheating its customers that they could “lamp -roasted” vegetables with salmon, while Uber Eats joked that they are now banning pineapple on pizza.
Gents.com renamed American perfume names to Swedish
The company Gents.com sells perfumes and beauty products online, but they also have physical stores in Stockholm, Gothenburg and Malmö.
According to figures from all companies that News24 Has taken part in, the company had a turnover of SEK 85 million in 2024.
Gents.com chose just like other large companies to joke on April 1 – but now their April jokes are met by criticism.
On its website, Gents.com writes:
“Gents replace American fragrance names with Swedish. In response to the political situation in the United States and the climate shaped under Donald Trumps Government, we have decided to translate our perfumes with American names into Swedish. Below you can see the new names. We think it’s a clear step forward – what do you think? ”.
Gents.com April jokes – renamed Byredos Gipsy Water to Swedish
They have also posted pictures of several well -known perfumes from brands such as Swedish Byredo but also from Borntostandout and Benjamin Barber. From Byredo, the company chose to rename the perfume Mojave Ghost and also the brand’s perfume Gypsy Water.
Sweden’s Museum about the Holocaust Has written on his website about the use of the Z-word.
“The Z-word is a condescending, abusive and outdated way of naming Roma and should not be used as a term for the Roma people’s group. When the genocide on the Roma was carried out during the Second World War, the perpetrators used the term as term as a term. In the section (about the last night of the Romans,” Survarious, ed.
Fashion journalist Emily Dahlthat drives the account The fashion massacre On Instagram and Tiktokbe the first to pay attention to the problem of the company’s April joke.
“Now it went a little fast with the April jokes huh?”, She wrote, tagging Gents.com.
“Had wanted to be a fly on the wall when this high five: ades through,” she wrote and guessed that someone on Gents.com would “poodle” very soon.
Gents.com responds to the criticism: “Why haven’t you addressed this name before?”
But there was no poodle from the perfume giant. Sofia Okstad is marketing manager at Gents.com. To News24 she says:
– The translation of “Gipsy Water” to “Gypsy Water” is a direct translation of the original name. The meaning is the same, whether the name is in English or Swedish. So, why haven’t you raised this name for one of Sweden’s best -selling perfumes earlier then?