For the second time this year, J.C. Penney (NYSE:JCP) finds itself facing a boycott call from a conservative advocacy group.

One Million Moms, which previously protested the retailer’s use of openly-gay comedienne Ellen DeGeneres as a spokesperson, now objects to a picture in J.C. Penney’s May catalog that shows a lesbian couple and their daughters.

J.C. Penney issued a statement saying its Mother’s Day advertisement honored mothers from “diverse backgrounds.”

An offshoot of the highly conservative, pro-family American Family Association, One Million Moms’ protest against Ellen DeGeneres apparently went nowhere, ABC News noted.

The group is advising its members to express their objections over the image in the May catalog to J.C. Penney store managers – politely.

J.C. Penney has been attempting to re-invent itself under the leadership of new CEO Ron Johnson.

Shares of J.C. Penney closed down 8 cents at $33.58 on Monday.