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“Manny Gutierrez Is the First Man to Star in a Maybelline Campaign, and It’s a Huge Deal”
The Maybelline 2017 advert presents the mascara, by if you apply it the wearer, male or female, is instantly changed into a person with a life surrounded by finer things. In the advert the two people are shown to be in a nice New York hotel room, with glamorous clothes and a lot of confidence about there looks.
Notes:
- This ad is very unique compared to others because it is an advert about makeup and has a males actors wearing makeup involved. Also the two main actors in the ad are a different race which is not very common in adverts.
- At the end of the ad the actors change into glamourous clothing which could highlight the feelings of those buying the product. They seem to gain a lot of confidence as if they were a changed person.
- The product can be viewed as the ‘finishing touch’ for looking the part.
- Manny Mua being male, can show that Maybelline is targeting their product to a wider demographic.
- The mascara is viewed as the one thing missing in our lives, which is the ‘golden ticket’ to living like they do.
- The ad shows the company supports the gay community and race.
Manny MUA and Maybelline
With a large company such as Maybelline, highlighting a male star for the advertisement, other companies could potentially be influenced to collaborate with this diversity. Manny wrote “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”, in his YouTube profile. The public opinion and cliché ideas following who can represent a brand is the only thing stopping more people like Manny to have their debut of talent shown off. Despite this, the backlash of which could come with casting a male makeup representative, should be ignored and those who do objectify should be educated on the importance of equality. Manny also stated he was “Thrilled to be able to work with a global brand like Maybelline that is recognizing male influencer talent and is willing to shine a spotlight on it.” Manny’s supporters praise his work and are sure to be a suspected target audience of Maybelline’s new product.
In the beginning, the advertisement is seen to set the scene in an apartment, located in New York. The symbolism of the advert taking place in New York, creates a metaphorical representation of money and luxury, something this mascara brings. Manny and Shayla are dressed in average, day-to-day clothing, and a bell boy of whom is additionally dressed plainly, representing a classic view of a person who does not have the ‘Big Shot Mascara’ in their possession yet.
CSP 4 : Maybelline
Notes –
- 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.
Advertising: CSP 4 – Maybelline
| Glamour – By Erin Reimel January 4, 2017 | ‘marks Maybelline’s first-ever partnership with a man as the star of a campaign’ ‘beauty brands are finally getting the hint that makeup isn’t just for girls; it’s for guys too’ |
| Herstory -By Sharika Nair January 11, 2017 | ‘’Tall, white and skinny’ was the description that would fit most models’ ‘a gay YouTube star has become the first male model for international cosmetic giant Maybelline’ |
| Manny Gutierrez, 2017 | ‘Maybelline posted me on Instagram. I think I’m the first boy they’ve ever posted! We’re breaking boundaries guys!’ |
| Dominant signifiers – Manny Mua and Shayla | The use of well known influencers gains more publicity for the product and therefore more sales. Their heavy influence will convince others that they also need this product. |
| Anchorage – ‘that boss life’ in the first shot of the ad | The strap line not only tells us what the product is, but it also signifies the effect this product will have on a consumer – they will become more confident. |
| Code – gold sparkles special effects and glistening sound effects | have connotations to magic and portray the mascara tube as a magic wand. This creates the idea that by using this product you will magically become more beautiful and more confident. |
| Symbolic sign, paradigm – the colour gold | Gold packaging, gold suitcase, gold outfits, gold lighting has connotations of wealth and luxury |
After previously limiting their adverts to women, Maybelline uses their first male star in order to promote their new product ‘Big Shot’ mascara. This presented a more diverse side to the brand as whilst not only is Manny male, but he is also gay and therefore shines a positive light on the belief that makeup is not limited to women and disregards the dominant ideology that man cannot wear makeup. This is further reinforced by using someone of colour to also help promote the product as this is not necessarily that common in media.
Using a well known and well respected influencer will gain the product more recognition and therefore more sales. This technique relates to Lazerfeilds Two Step Flow Model and his theory of ‘Opinion Leaders’ (1948) where by members of the masses are easily influenced by by what those with higher authority will promote to them.
The models diversity and influence are two huge factors which will help the product sell.
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.
At the beginning of the advert the models are dressed in plain clothing whereas after putting on the mascara they are seen in more glamorous attire. They also appear to feel more confident due to the shot at the end of the advert when they are staring into the camera – This illustrates to potential buyers that the effect of using this product is that you will feel more confident and elegant.
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.
maybelline
Manny Gutierrez is the first man to star in a Maybelline campaign. Manny is a highly followed influencer who has spoken about dealing with homophobia ” I’ve gone through all of it, I’ve literally heard every single name in the book be told to me,” he recalled. “So, don’t be discouraged by anyone, as long as you’re confident in yourself and just keep doing what you’re doing.”
Using Manny in their Maybelline advert promotes diversity and breaks the stereotype that makeup is only for women.
As Manny is a highly followed influencer with over 4 million followers, this will help Maybelline as many of his fans will want to buy this product as he promotes it.
They use a catchy slogan “Let’s get bossed up” which can be easily remembered.
The advert is based around a luxury lifestyle with the New York apartment, gold clothing and gold suitcase. The product is also in a gold mascara tube.
Maybelline
Popular cosmetics brand Maybelline has broken boundaries by choosing a male model as a face of their brand. ‘Tall, white and skinny’ was the description that would fit most models. Now pushing the frontiers further, a gay YouTube star has become the first male model for international cosmetic giant Maybelline.
The video ad touches on issues of gender representation, ethnicity and lifestyle. The ad, like its 1960s counterpart, uses an aspirational image showing two friends who do not conform to masculine and feminine ideals but are nonetheless powerful: happy in their own skin, confident in their bodies and their sexuality.
Both emphasise how important it is to be comfortable with yourself and ‘live like a boss’, a positive mantra that is already well used and ingrained in everyday vernacular, especially with the younger generation. The whole campaign is youthful and empowering. Slogans like ‘let’s get bossed out’.
In 2017 they teamed up with beauty influencers for the first time, this also marks Maybelline’s first-ever partnership with a man as the star of a campaign, called Manny Gutierrez. After the recent demise of gay icon George Michael, several gay men had paid tribute to the singer recalling how he was a huge inspiration when they were growing up and helped make their coming out easier.
csp4 maybelline notes
“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.”
CSP 4: 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.
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
CPS 4: Maybelline
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