The Colombian firm Masglo sells nail polish across much of Latin America. Some of its colors have been marketed through words associated with "slut-shaming" and other misogynistic concepts, which stimulated a 2015 consumer debate on Twitter. We analyze the tweets from those exchanges and relate them to feminism, antifeminism, and the status of women in Colombian society. Our results show that female clients, who were the main participants in the debate, mostly favored the company's strategy. Some nodes highlighted deeply-rooted Colombian gender roles, or reflected on sociocultural status and femininity as political issues. Nail varnishes which suggested associations with feminism, such as "empowered", "diverse," or "human," were practically ignored. The debate changed little: in keeping with the nation's macho culture and commercially-narrow beauty norms, a major Colombian company continues to exploit invidious stereotypes. In future, a cross-class women's solidarity with all of those engaged in the beauty industry must emerge-something that social media directed at consumers cannot provide by itself.
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