within the advert that Maybelline made they are trying to go against the gender and racial stereotypes that people would normally use. manny the first male model ambassador for mayballine started out as a makeup artist that had 4.48 million subscribers as of right now. shayla who goes against the racial stereotype as she was the first black woman to appear in a mayballine advert. at the start of the advert the product pops up this is anckorage for the company. manny and shayla walk into their hotel room and manny says that “this is everything girl” suggesting thst the hotel is the very best as well as the location. the bell boy walks in in grey dull clothes going with the male gaze. the suit case that holds all the mascara is gold this is an indexical sign for wealth and richness. as they open up the case a hashtag can be seen in the bottom left hand corner promoting their product. they proceed to launch the mascara all over the bed and dive into it as if the mascara was money. when they put the mascara on their eyes glowed gold as if to say the have undergone change as well

In 2020, an estimated 4.48 million people used Maybelline eye make-up.

Maybelline hired people who are not stereotypical aspirers with the aim of inclusivity across the word with regards to their makeup products. They hired their first male and gay influencer, Manny MUA, in 2017 which broke gender stereotypes in the sense that most people who wear and promote makeup are females.

Shayla has encouraged racial diversity by speaking openly about it on her youtube channel

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. In a statement, he said he was “thrilled to be able to work with a global brand like Maybelline”

He has also 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.”

Studies show that if a celebrity appears in the advertisement it makes consumers perceive the product as more authentic and trustworthy. And if the advertisement is done psychologically correct, it tricks people in believing that by purchasing the product they are purchasing a part of celebrity.

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.

• Maybelline created an ad featuring a male model named Manny Gutierrez, in which it tells the audience a story about two people of both female and male that have checked into a hotel room and proceeding to find maybelline products. They then apply the mascara and are transported to a different bolder life where they have much more luxury things. This ad is very unique compared to others because it is an advert about makeup which involves male characters which is not common, this was the first time maybelline had used a male model to advertise one of their products, therefore giving us this new idea and representation of makeup, suggesting that it can be used by anyone not just women. This is very important because makeup is a product that has believed to be solely for purpose of women for years, so therefore, encouraging the idea that makeup can be for anyone of any gender can give men role models to look up to that can reinforce the thought that it is acceptable for them to also wear makeup. Also the two main characters in the ad are of colour, meaning that it is up to date and different from the score advert which was mainly focused on all white people due to the mass amount of racism at that time. At the end of the ad the actors change into glamourous clothing which could highlight the feelings of those buying the product and give them, the impression that they will gain a lot of confidence after using it. The product can be viewed as the ‘finishing touch’ for looking the part. One of the main characters, Manny, being male, can show that Maybelline is targeting their product to a wider demographic. The mascara is suggested to be the one thing missing in our lives, they do this by the idea that you will feel like the boss, suggesting to us that this product is the ‘golden ticket’ to be able to live up to the big lifestyle they imply in the ad

1. Mise-en-scene analysis (ie Textual analysis) – targets a heterosexual audience, suggests male hierarchy and power over the female gender, due to the position in which the women are suggesting to have a sense of desire over him.
2. Semiotics: Dominant signifier can be the male in the top middle Paradigm can be the women surrounding the women to put emphasis on the man Reactionary as supports the stereotype that men have power over women, this is because the women are carrying him suggesting that he is superior.
3. Representational Analysis: –The idea of the male being superior to women and therefore dominating the scenewould have been a normal reactionary look on advertising around this time, this is because at this time women were desperately fighting for their rights. -At this time in history, racism was more common and it was more likely for people to have a problem with people of colour therefore all characters in the ad were white.
4. How does Score construct a narrative which appeals to its target audience? The narrative suggested to us behind the scene is the idea that the man before hand started using “Score Liquid Hair Groom” therefore making him superior and made him seem more important then everyone else meaning he was then worshipped by everyone and carried by attractive woman. The strap line “Get what you’ve always wanted” can imply that the male gender have the desire to be above everyone else or seen as superior and also being more attractive than other characters of the male gender.
5. How does this advert create desire for the product? This advert creates desire for the product as it shows a collection of women with an obvious desire to be with the male character suggesting that the reason for this desire is because of the hair product. This could make the audience may want to have the product in order for girls to have desire over them also.
6. Think about brand values, brand message, brand personality and brand positioning should inform the analysis.  The brand values can suggest a high number of sales and supports the ideal male world of having women desire over you and find you attractive. The advertisement can suggest a message to the audience to say that if they buy the product they can get what they want.
7. Think about how and why audience responses to the narrative of this advert may have changed over time

The Narrative:

The narrative behind the scene is the idea that the man before hand was not using “Score Liquid Hair Groom” therefore he was with everyone else, and wasn’t worshipped. However he then used “Score Liquid Hair Groom” which put him above everyone else and he was worshipped by everyone and carried by woman. The strap line “Get what you’ve always wanted” implies that every man wants this idea of being above everyone else and being more attractive/better than others. The advert implies the woman that are carrying him are going to take him somewhere to indulge in adult activities with him. This shows how the advert is directly targeted towards men because as well as the idea of being better than everyone, the strap line also implies the product “gets you what you’ve always wanted” which is sexual activities with one or more attractive woman.

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

This advert consisted of many representations such as sexuality, gender, race and marketing strategy. Maybelline’s usual adverts include only women advertising products, but in this advert it uses their first ever male to represent their products.

Manny MUA, who is a social media makeup influencer is one of two main characters in this advert, there is a constructed reality of him being extremely high pitched and ‘feminine’, illustrates a selective representation of the ‘gay male’ and how the advert wants the audience to see ‘gay’ men. This both could be positive and negative representation of sexuality and the dominant ideology of the gay male as it represents men in the makeup industry which has been formally dominated by women.

Both of the influencers in this advert were chosen due to their big audiences and fan bases not only promoting them and their brand but Maybellines brand and the makeup fans that follow the influencers.

The shot of the actors in the advert using the mascara informs the audience how the mascara is applied and the result of it. When it is applied it seems to also apply a sense of luxury and beauty to the buyer, for example the transition from not wearing the mascara and being dressed ‘casual’ then to putting the mascara on and looking beautiful and ready for the red carpet.

The diversity of gender and race furthermore shines a lights and ticks a box if you will on this advert and product not being directed at one specific group or type of person. As in the previous advert we focused on ‘score’ it was focused on middle class, straight white men. In comparison with this product which is for everyone.

Maybelle is known for their cheesy taglines/straplines this adverts strapline ‘big shot lash like a boss’ is purposely cringe to be memorable to the audience, as something boring would not be remembered in a consumers head.

At the beginning of the advert the characters are dressed in ‘plain’ ‘regular’ clothing, and as the advert progresses and the product which is like a boss mascara is revealed their outfits become grand and eye-catching. The gold glitter represents importance and fun. The gold outfits also remain in the audiences mind and therefore brings more attention to the product. The gold colour scheme again remind the buyers of a luxury and expensive aesthetic.

Mise-En-Scene- In this advert i can see a safari scene set up, which may suggest how wild girls go for you once you use this type of gel. Also the women are holding up the man which may suggest that they are treating him better than what they might have done before the advert and before he used the hair cream.

Semiotics- Within this advert there is an indexical sign that all women will admire any man who wears this hair cream and that you will have multiple women after you due to the usage of this hair cream.

Representational analysis- The women in this advert are portrayed to be wanting this man for themselves and that the man is smug and happy about his decision to buy this product as it has made his life better. There is a female who isn’t looking at the man with voyeuristic desires but is looking at us as the viewers of this advert, to tell us that we should buy this product and that we wont regret buying this product. She looks very threatening whilst looking at us as an audience to try and scare us into buying it.

Narrative- This appeals to the target audience of hetrosexual men as it shows how much women love this product and single hetrosexual men want women and want someone to love and therefore this is appealing to that type of audience as it is giving off the idea that women love it and will love you and have voyeuristic views towards you whilst wearing the hair cream.

Audience- This advert creates desire for the product due to the male being lifted and looked at by women who were the ideal types of women in 1967. The brands message is very repetitive but it gets its point across to men that there is no better product than this one. The audience would’ve had one of two reactions. The first one being I really need that product due to the fact that i get so much out of it. The other response being, this product is a scam and wont get me what I want.

The lady looking to the front is used to persuade the audience to buy the product as she’s looking directly at them suggesting they should get the product.

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.