A fake pregnancy announcement used to promote a perfume has prompted an apology from The Only Way Is Essex star Yazmin Oukhellou after viewers condemned the marketing stunt as insensitive. On Sunday, 8 November, the 32-year-old shared a video showing herself with a false baby bump before revealing her 'new arrival' was a fragrance called Amara.
The clip featured Oukhellou cradling her stomach in a fitted, pale dress as she teased a secret she had been keeping. Instead of announcing a pregnancy, she held up a perfume bottle and introduced it as her 'new baby', turning what appeared to be personal news into a product launch.
Viewers accused the reality TV personality of using pregnancy to generate attention for a commercial promotion, with some raising concerns about women dealing with miscarriage or fertility problems. Oukhellou removed the video and issued an apology on Instagram Stories, saying she had not intended to hurt anyone.
How Did Yazmin Oukhellou Tease Her 'New Arrival'?
Towie’s Yazmin Oukhellou slammed for ‘fake pregnancy’ post https://t.co/5WrOlQtuaP
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The original video was structured like a pregnancy reveal, with Oukhellou telling followers, 'I've been keeping a secret, something I've been working on for a very long time.' She then asked, 'Are you ready to meet my new arrival?' The apparent announcement ended with the introduction of Amara, her new fragrance, rather than a child.
Images shared on her Instagram Stories the previous day appeared to show her without a baby bump, adding to the confusion surrounding the reveal. Her caption continued the reveal, announcing, 'A new love affair begins. Introducing AMARA', and directing followers to the fragrance's Instagram account. She described the scent as 'created with love, inspired by beauty' and called it 'not just a fragrance' but 'a feeling'. The campaign placed the pregnancy imagery at the centre of the product's introduction, rather than focusing on its scent or ingredients.
Followers Criticise Fake Pregnancy Perfume Advert
Several commenters objected to the use of a false pregnancy bump for a marketing campaign. One wrote, 'This is so insensitive!' while another said, 'Yeah, I'm not sure this is appropriate.' Others described the advert as strange, expressed confusion about the supposed announcement or said they planned to unfollow her account.
The criticism focused on how a pregnancy announcement can carry particular weight for people who have experienced loss or struggled to conceive. Some viewers questioned why Oukhellou had chosen to imitate that experience to sell perfume. The reactions were not simply about whether the video was misleading; they concerned the subject matter being used to build anticipation for a product.
Yazmin Oukhellou Deletes Video and Apologises
The promotional clip was reportedly removed within an hour of being posted. In an Instagram Stories statement, Oukhellou explained that the concept was intended to represent 'growing something special behind the scenes and bringing a new creation into the world'. She acknowledged that viewers had understood it differently and said the post had been taken down.
'I never imagined it would mislead anyone or make light of pregnancy, miscarriage or fertility struggles,' she wrote. She added that there had been 'absolutely no intention to offend, upset or be insensitive', explaining that the video had been shared without ill intent. 'I completely understand why it may have caused upset, and I apologise to anyone who was hurt or offended,' she continued.
Oukhellou, who joined ITV reality series The Only Way Is Essex in 2017 and left in 2023, has used her social media presence to share personal updates and business ventures. In her apology, she said she had 'nothing but respect' for women going through their own journeys. The statement addressed the imagery and its impact on followers rather than providing further information about Amara's release.
