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CoverGirl, one of the world’s leading cosmetic giants, is an official partner of the NFL and consumers are not quite happy about that.

After the cosmetic company released an ad campaign encouraging women to get their “game face on,” one particular photo went viral over the weekend suggesting the NFL turns a blind eye to domestic violence.

While the original photo displayed a female model face with purple wings around her eyes, an altered version showcased the same model with a nasty eye bruise. It is presumed to be a mark caused by a domestic assault. Along with the photo, hashtag #GoodellMustGo was created, referring to Roger Goodell, the commissioner of the NFL.

In hopes to reverse the backlash, the cosmetic company, which is owned by Proctor & Gamble, released a statement via its social media handles. It read, “As a brand that has always supported women and stood for female empowerment, COVERGIRL believes domestic violence is completely unacceptable. We developed our NFL program to celebrate the more than 80 million female football fans. In light of recent events, we have encouraged the NFL to take swift action on their path forward to address the issue of domestic violence.”

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