| NEEDS | RESEARCH PRODUCT 1 | RESEARCH PRODUCT 2 | MY PRODUCT |
| Understanding Self | |||
| Enjoyment | Bright colours | ||
| Escapism | Fruit with personality | ||
| Knowledge About The World | Learning about different fruits | ||
| Self Confidence, Self Esteem | Feels good after drinking | ||
| Strengthen Connections With Family And/Or Friends | Parents buy the product for their child | A box of chocolates that you can share with others | |
| Any Other Category Or Theme |
RESEARCH PRODUCT 1:
This advert suggests that if you buy their product, then you can attract lots of women. This is shown in the strapline: “Get what you’ve always wanted” and the image of a man surrounded by women. The costumes for the women are revealing and sexualising, and have connotations of voyeurism for heterosexual men – which is the target audience, so it will likely help sell more product.
In the advert, the women at the back are gazing lustfully at the man – which insinuates how all women look at men wearing the product. Another woman, on the right, is looking proud, as though she is showing off the man. The final woman, on the left, is looking directly at the camera, which could connect the advert with the potential purchaser.
“Manny Gutierrez Is the First Man to Star in a Maybelline Campaign, and It’s a Huge Deal”
“Maybelline’s first-ever partnership with a man as the star of a campaign. Manny’s encouraging everyone, no matter their gender, to “lash like a boss.”
“After decades of limiting makeup ads to women, beauty brands are finally getting the hint that makeup isn’t just for girls; it’s for guys too.”
“Manny, a beauty vlogger and social media influencer with almost 3 million followers, stands by his mission to provide makeup advice and inspiration to men and women”
“promotes the dangerous sentiment that men are supposed to adhere to hyper masculine culture.”
“while the text-speak might come off a little cheese for some, the underlying message isn’t lost. Man or woman, makeup is for you”
“Cosmetics giant breaks gender stereotypes by choosing male model as a face of the brand”
“Tall, white and skinny’ was the description that would fit most models. But, now, with black and Asian supermodels, along with the popularity of several plus-size and transgender models, modelling has become a much more inclusive space.”
“he encourages people to think of makeup as genderless. he thinks boys deserve just as much cosmetic recognition as their female counterparts.”
“4.6 million product sold.”
After decades of limiting makeup ads to women, beauty brands are finally getting the hint that makeup isn’t just for girls; it’s for guys too.
For this specific campaign, Manny’s encouraging everyone, no matter their gender, to “lash like a boss.” While the text-speak might come off a little cheese for some, the underlying message isn’t lost. Man or woman, makeup is for you.
Techniques
The use of a wand sound effect when the case is opened would make the consumer think that the contents of the case, in this case the mascara, has magical properties
Throughout the entire advert the product is portrayed as a wand which further refers to the possible magical properties of the product
The transition from the grey and dull room to the sparkling gold room gives the idea to the audience that the product is the defining factor that causes the transformation
makeup isn’t just for girls; it’s for guys too
Manny has almost 3 million followers, stands by his mission to provide makeup advice and inspiration to men and women
Man or woman, makeup is for you
popularity of several plus-size and transgender models, modelling has become a much more inclusive space
. I think I’m the first boy they’ve ever posted! We’re breaking boundaries guys!”
spoken about dealing with homophobia
Supermodel Naomi Campbell was one of the earliest non-Caucasians to make it big and change the landscape of the modelling scene
Japanese model Tao Okamoto has been the face of Ralph Lauren
more modern narratives showing the hipster bearded stay-at home dad juggling a baby and a business.
emphasise how important it is
to be comfortable with yourself
products exclaiming “approved by dermatologists” or “doctor recommended” instantly create more positive response
one of the first beauty influencers to team up with the company, he’s also the first man to
“Lash like a boss” isn’t gender specific
brand offers a range of high-quality products for all women while defending important values – diversity, inclusion and open-mindedness – to embody bold and radiant femininity
Gutierrez says “I think boys deserve just as much cosmetic recognition,”
Maybelline is saying, ‘We’re a very social brand and we want to maintain a younger, more digital shopper base.’
Celebrities who live in this new world can become hugely powerful.
Shayla Mitchell represents the different races and inclusivity with not a ‘typical models’ body type
maybelline sold 4.6 million eye makeup products
http://natashabmedia1.blogspot.com/2018/03/advertising-maybelline-case-study-and.html – media studies blog on Mascara advert
Over the generations the role of men has been well-documented and scrutinised in the media
The brand’s personality and voice is all about masculine supremacy and self-belief, and is heavily reinforcing stereotypes of a patriarchal society
Maybelline is known for the slogan: “Maybe she’s born with it, maybe it’s Maybelline”
After decades of limiting makeup ads to women, beauty brands are finally getting the hint that makeup isn’t just for girls; it’s for guys too.
With his YouTube videos, Manny Mua (real name Manny Gutierrez) has showed his viewers that men can be makeup experts too
“As we continue to celebrate beauty as a way for women to express themselves, it’s equally important that men have the same right—whether that’s getting the peace of mind of being able to dab a zit with concealer or the freedom to wear a full face and falsies”
Manny’s encouraging everyone, no matter their gender, to “lash like a boss”
“Men in makeup wasn’t seen as normal, especially a couple of years ago. It wasn’t as open as it is now”
“Don’t be discouraged by anyone, as long as you’re confident in yourself and just keep doing what you’re doing”
He encourages people to think of makeup as “genderless.” He thinks “boys deserve just as much cosmetic recognition”
“Honestly I believe that men can wear makeup, teach makeup, and vlog about it just as much as girls can and I am fighting for that equality with my channel”
Maybelline is known to many beauty enthusiasts as an iconic-yet-accessible brand that offers makeup for all genders.
Manny the youtuber has over 3 million followers, which has a impact on help selling the product. Manny’s encouraging everyone, no matter their gender, to “lash like a boss.”
It appeals to many people such as gender, race and age, and has men featuring in it. This shows how much has changed because Ads always used to feature only women in the makeup ads as gay people weren’t as accepted years ago, unlike now. “After decades of limiting makeup ads to women, beauty brands are finally getting the hint that makeup isn’t just for girls; it’s for guys too”.
The same year that MannyMUA Maybelline spent 291 Million dollars on advertising alone, showing not only their size but the budget they put into the AD with Manny in.
The AD appeals to many people through having multiple races and genders in the AD, the diverse “cast” appeals to more people who fit into that diversity instead of just straight white women. The male model – MannyMUA- is a youtuber with a sizable following, this following may also help the AD as his followers are likely to be keen in the product and watch the AD just because Manny is in it. This AD would never have been aired just a few decades ago, where most if not all models were described as “Tall, white and skinny” – the inclusion of diversity in this AD and many like it show a slow progression to include everybody regardless of who they are. “After decades of limiting makeup ads to women, beauty brands are finally getting the hint that makeup isn’t just for girls; it’s for guys too.”
Advertising budget in millions per year (Maybelline)
The same year that MannyMUA Maybelline spent 291 Million dollars on advertising alone, showing not only their size but the budget they put into the AD with Manny in.
Now, with black and Asian supermodels, along with the popularity of several plus-size and transgender models, modelling has become a much more inclusive space. Now pushing the frontiers further, a gay YouTube star has become the first male model for international cosmetic giant Maybelline. With over three million followers on Instagram and over two million subscribers on YouTube, Manny is already extremely popular. After decades of limiting makeup ads to women, beauty brands are finally getting the hint that makeup isn’t just for girls; it’s for guys too. He was raised in a “liberal Mormon” family (Christian family) and has said he became interested in make-up when he was a child, “Men in makeup wasn’t seen as normal, especially a couple of years ago. It wasn’t as open as it is now,” he said. “My heart was torn in half,” he says. “I was honestly a f*cking perfect child…I was well-behaved, I never drank, I never smoked, I never did drugs, nothing; I was so good, and I’m failing my parents.” In the end, his parents accepted him. (Hooray!)
By using a male make-up artist as the face of their product, Maybelline made national news for breaking the gender stereotypes present in beauty and cosmetics. This sort of radical representation is undoubtedly a positive, however, I seriously doubt Maybelline did this purely for the sake of representation. It was likely also a marketing strategy used to make headlines and raise awareness for their product. Plus, by teaming up with influencers, Maybelline is appealing to a younger audience who are active on social media. The hashtag used in the advert reinforces this strategy.
The advert is also sneaky in the way that it uses sound design and special effects to grab the viewers attention. The product is only £4, however, in this advert is treated as a luxury. The colour gold also symbolises luxury and riches, and the city of New York (where the ad is set) is a city associated with wealth and success. The mantra of the product seems to be ‘you can feel like a boss’ no matter what your budget is. Also, the advert is extremely camp and cheesy, which (despite being difficult to watch at first) actually makes the advert more memorable to viewers.
Glamour magazine- ” His inclusion in a nationwide ad especially hits home following the Internet backlash that went down this week over ASOS’ choker necklaces for men. (As writer David Yi over at Allure put it, the backlash “promotes the dangerous sentiment that men are supposed to adhere to hypermasculine culture.”) As we continue to celebrate beauty as a way for women to express themselves, it’s equally important that men have the same right—whether that’s getting the peace of mind of being able to dab a zit with concealer or the freedom to wear a full face and falsies. “
The advert is also reverse in its representation of race. A black woman called Shayla is also used in the advert, and she states that she wants to bring ‘shade inclusivity’ to the cosmetics industry, through the use of radical representation.