Uses a gay man (first man to star in Maybelline after limiting makeup ads to women -inclusive) to promote diversity and to show how times have changed (breaking stereotypes, radical viewpoint), men can wear makeup.

Catchy slogan “Let’s get bossed up” very easy to remember, almost irritating to the point we remember; marketing technique.

Gay man is actually a highly followed makeup person, therefor potential buyers from his following- good marketing technique as attracts viewers. Combined with first point makes this highly affective.

Goes from average looking women and gay man to glammed up through the advert, their dream can be the buyers essentially. The use of diversity also attracts viewers but can be counter effective through the highly exaggerated “gay slang” not including the possibility gay people can speak differently to the advert and be more masculine.

The theme of “luxury” is also a high connotation throughout the advert, gold clothing, gold product, new York apartment suggested to be “everything”- basically suggesting the product is luxurious and expensive compared with the relatively cheap price for makeup, something viewers are attracted for as the majority of people want to live luxury.

Beauty vlogger and makeup artist Manny Gutierrez is a popular YouTuber with a huge following on his channel, Manny MUA. He was featured in Maybelline’s latest ad campaign ‘That Boss Life’ for the product Big Shot mascara line. Manny stars in the promotional video along with fellow makeup artist Shayla Mitchell. Manny was the first male to ever be posted on maybellines instagram let alone be in a pormotional video for one of their products.

Maybelline has utilised Manny into showing diversity and how Maybelline’s products aren’t just for women but men too.

To ensure a good promotional video Maybelline shouldve included the 4ps to marketing

● product- item(s) company is going to sell;
● price- cost of the product with consideration of unit cost, marketing and
distribution costs;
● place – where the product is to be distributed;
● promotion – marketing strategy.

In relation to services and intangible goods there are additional 3Ps:

● people- both the target audience and the people working in the marketing department of the company;
● process- optimized processes to minimize costs;
● physical evidence- perception of the product in the marketplace. (The Marketing Mix 2017)

Maybelline has only estableshed to its audience what the product is. And their premotion for it was confusing and unclear what the product does, there was no estimated price/no price at all and also no one knows where the product is going to be distubuted.

This Maybelline advert gives off no information that would be useful to potential buyers and it only makes it known what the product is. The target audience isn’t clearly established either due to the fact that no adults going to want this mascara just because it came out of a shiny suitcase.

As a brand, Maybelline is challenging the expectation of who wears their product, and is showing their support for everyone and anyone who wants to reach for their mascara. It reflects a current trend of cosmetics companies to adopt diversity in their advertising.

MAYBELLINE AS A COMPANY

Maybelline New York is an American multinational cosmetics, skin care, fragrance, and personal care company, based in New York City. It was founded in Chicago in 1914, and has been a subsidiary of French cosmetics company L’Oréal since 1996.

On the maybelline website maybelline has labelled themselves as the number 1 make up brand and sells products in 120 countrys.

Although Maybelline want to come across as the best cosmetic company in the world they are actually 7th best in the world which is therefore lying to buyers trying to make them believe they’re buying the best when they’re not.

Maybelline support mental health. And have a whole campaign to raise awareness towards people who suffer from mental health issues.

 Maybelline New York is an American multinational cosmetics, skin care, fragrance, and personal care company, based in New York City. It was founded in Chicago in 1914, and has been a subsidiary of French cosmetics company L’Oréal since 1996.

Maybelline’s collection ‘That Bold Life’ features the advertisement of their new ‘Big Shot Mascara’. Maybelline’s first-ever partnership with a male as the star of a campaign sparked interest and applause due to the stereotypes of a typical female being the star, being cast aside.  Manny Gutierrez, makeup guru and icon, has following of over 4million. This suggests Maybelline’s

Maybelline has used a persuasive use of marketing by using the YouTuber and makeup artist Manny MUA who has a total of 4.85 million subscribers.

Maybelline New York is the latest big makeup brand to tap into the rise of the “beauty boy”, appointing American YouTuber Manny Gutierrez as its first male ambassador following a similar move by its competitor CoverGirl in October.

Manny, who has accrued more than 4 million followers to his YouTube channel since he started posting makeup tutorials in 2014, stars in the brand’s new That Boss Life campaign.

The advert shows Maybelline’s new line of mascara and the two actors seen using the mascara and watching their lives turn amazing after using the new product the frequent use of the colour gold: gold packaging, gold suitcase, gold clothing is symbolic of luxury and wealth reflecting upon how consumers will feel after using the product.. The use of the strap line ‘let’s get bossed up’ may seem repetitive and cheesy, but this is done on purpose as it is likely that consumers will find the advert memorable and therefore convince them to buy it.