←
Exam Prep, Maybelline, Notes, Representation

Maybelline

Leave a comment
Hero image
Maybelline features its first-ever male model for new campaign and it's a big deal! | Lifestyle News,The Indian Express

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.

Uncategorized

Uses and Gratifications

Leave a comment
NEEDSRESEARCH PRODUCT 1RESEARCH PRODUCT 2MY PRODUCT
Understanding Self
EnjoymentBright colours
EscapismFruit with personality
Knowledge About The WorldLearning about different fruits
Self Confidence, Self EsteemFeels good after drinking
Strengthen Connections With Family And/Or FriendsParents buy the product for their childA box of chocolates that you can share with others
Any Other Category Or Theme

RESEARCH PRODUCT 1:

Advertising, Exam Prep, Notes, Representation, Score

CSP 3: SCORE

Leave a comment

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.

Advertising, Exam Prep, Maybelline, Notes, Representation, Score

csp4 maybelline notes

Leave a comment
Colossal Big Shot Mascara.That Boss Life Pt. 2 ft. MannyMua and Makeupshayla - on Vimeo

“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.”

Advertising, Audience, Exam Prep, Maybelline, Notes

CSP 4: Maybelline

Leave a comment

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

Advertising, Exam Prep, Maybelline, Notes, Representation

CPS 4: Maybelline

Leave a comment

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

Advertising, Exam Prep, Maybelline, Notes, Representation, Score

CSP 4: Maybelline

Leave a comment
美宝莲宣布首位男性品牌大使，跨性别代言早已不是什么新鲜事了| 理想生活实验室- 为更理想的生活

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”

Advertising, Maybelline

Maybelline Advert

Leave a comment
Colossal Big Shot Mascara.That Boss Life Pt. 2 ft. MannyMua and Makeupshayla - on Vimeo

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.

Uncategorized

Maybelline ad (csp 4)

Leave a comment
Colossal Big Shot Mascara.That Boss Life Pt. 2 ft. MannyMua and Makeupshayla - on Vimeo
The AD

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.

  • 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.
  • 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.
  • Manny’s encouraging everyone, no matter their gender, to “lash like a boss.”

Advertising, Notes

CSP 4 (maybelline)

Leave a comment

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!)

https://media-studies.com/boss-life/