Maybelline has featured its first gay, male brand advocate Manny Gutierrez ( Manny MUA) aswell as selectively representing a female person of colour Shayla Mitchell.

“a gay YouTube star has become the first male model for international cosmetic giant Maybelline.”

This representation was a spark for change within the beauty industry. Not only was it one of the first representation of a homosexual male in the forefront of a makeup advertisement, it included many features of diversity such a race, social class (lifestyle), gender and sexuality.

The representation of Manny’s sexuality is quite exaggerated and definitely plays to the social stereotype. Linking to Gauntlet’s theory on identity and the way in which social groups are often categorized based on a constructed reality and stereotype. The decriminalisation of homosexuality creates a contrast to representation in ‘Score’, meaning that brands now have more freedom to selectively represent those of minority backgrounds and identities.

The advert itself is on the borderline of being ‘cringe’ and ‘annoying’, however, this sparks conversation on representation and therefore subtly promotes sales.

Another advertising strategy used in the advert, is the iconic sound effect of a ‘magic wand’ which is a way of saying that using the product can transform your appearance and make you look like ‘a boss’.

• Adverts are starting to realise they need to add diversity and different races into their advertisement. This makes ads unique to the rest of them.
• Influencer, Manny (An opinion leader) of 3 million followers inspires men and women to express themselves without being judged or slated for. Manny’s encouraging everyone, no matter their gender, to “lash like a boss.”
• The influencer, Shayla has 2.5 million followers and is trying to make mainstream makeup more diverse, due to different races having trouble with matching skin tones or even different colours for eye shadow.
• The ads background presents the opinion that anyone of any social class is able to afford Maybelline’s mascara, as it isn’t a glamorous hotel but not too low priced.
• The slogan displayed for the video is a catchy, inspirational moto.
• Show the company’s support for race and the LGBTQ+ community.
• Maybelline makes (USD)$146.82 a year in sales with 4.48 million people using Maybelline eye products in 2020.
• Founded in 1914, New York, United States.
• The posture in the video, shows confidence in themselves and the transformation from regularity to glamorous also presents the idea that anyone of any social class is able to suit a semi cheap product.