Is Men in Beauty Ads the Next Action for the Makeup Industry?
On March 16, pharmacy beauty brand Maybelline published a photo of a beauty blog writer on its Instagram something the brand often does. The difference: This blog writer, who has over 1.5 million fans on Instagram, took place to be male.
Manny Gutierrez, the blogger in concern, joins a growing number of talented male beauty blog writers with a belief that makeup is un-gendered and brand names are recognizing them for doing so.
Men are not well-represented in the beauty market just take a look at the makeup advertisements in the most recent concern of Vogue or Glamour. Numerous male beauty blog writers have developed huge followings regardless, riding a cultural wave that encourages the blurring of standard gender limits.
Will someone like Gutierrez sign up with the likes of female designs and stars like Lupita Nyong'o and Ariana Grande on makeup billboards and magazine ads? Or will Tom Ford remain one of the only brands that has included males using makeup? Mic decided to ask male beauty bloggers for their first-hand point of view.
Makeup is still mainly seen as a women's domain. Numerous of the remarks on Gutierrez's image were unfavorable. This is why I unfollowed Nyx, I guess Maybelline is next," another published.
There were comparable reactions on an Instagram snap published by Benefit Cosmetics of makeup artist Angel Merino. "OMG is it completion of the world," one commenter asked.
"Somehow our society chose that just women need to wear makeup," Jake-Jamie, a U.K.-based makeup artist, said through e-mail. "We often hear phrases like 'manning up,' 'getting on with it' and being 'strong and quiet,' and this has actually left guys little space to reposition or redefine themselves in society.".
Arieh Simon, a male makeup blogger with over 35,000 fans on Instagram, agreed that criticism often comes from the idea that "men should imitate males.".
"For some odd reason, our society has actually taught us to presume qualities of a whole gender," he stated by means of e-mail. "A big part of guys in makeup isn't just about delighting in putting it on, it's about ruining stereotypes. People usually are stubborn with their opinion; I believe I still challenge the concept of gender stereotypes.".
Social media direct exposure is vital. From Freddy Mercury to Adam Lambert, men using makeup in performance is absolutely nothing new. But people today aren't just utilizing makeup for its transformative powers.
"The basic agreement from my YouTube audience is that they do not want to change the way they look, just improve and cover locations of their skin that drain their confidence," Jake-Jamie stated. "With 72 % of my YouTube channel audience being male, I rapidly showed that I had not been alone and that there are numerous countless males wanting to improve their look, and why shouldn't they?".
A variety of makeup brands beyond Maybelline such as Tarte, Nyx, Stila and Benefit have actually likewise used social networks as the space to diversify, featuring male beauty bloggers in order to help promote their lines.
"It makes cosmetic-loving men feel part of the excitement when scrolling through their Instagram feeds," Jake-Jamie said. "Brands that don't include males are leaving out a whole sex from feeling part of the fun of makeup. It immediately makes them feel omitted and wrong for wanting to purchase the brands' items.".
Obsessive Compulsive Cosmetics, a cult-favorite beauty brand name, said it has always attempted to be inclusive specifically on its Instagram.
"From the beginning, Obsessive Compulsive Cosmetics has actually commemorated diversity through our campaigns, which have actually included transgender women, drag queens, women over 40 and, of course, males," David Klasfeld, the CEO and creative director of OCC, said by means of e-mail. "We thought that by speaking directly to groups that tend to get hardly any acknowledgment by the industry, it would set a standard for any individual who's felt like beauty projects weren't speaking with their needs.".
Benefit Cosmetics has actually also dealt with and featured male beauty blog writers on its social networks pages.
"Benefit has actually always been free-thinking and putting the client's needs first," Nicole Frusci, the vice president of U.S. brand and digital marketing, said via email. "We're everything about having fun, breaking the rules, and our free-spirited approach to beauty is apparent throughout our items, social networks channels and all other customer touch-points.".
OFFSET EVER, a brand name that made waves in the beauty industry by including transgender model Andreja Pejic, is no complete stranger to promoting variety.
"We create items to influence people to reveal themselves artistically and we celebrate our fans' artistry and fearless self-expression," Natasha Pirogovsky, executive director of brand name marketing and digital at MAKE UP FOR EVER, said in an email. "The spirit of MAKE UP FOR EVER is diverse and comprehensive. It is essential for our social platforms to show this spirit, which we will continue to showcase on our Instagram.".
What about a full-blown male beauty campaign? Numerous hopes the increase of exposure will lead to brand names including males in their beauty ads.
"This 'be yourself' motion is so powerful, it's intoxicating," Alex Faction, a Chicago-based makeup artist, mentioned via e-mail. "Every day the contemporary guy modifications and the gender-role wall remain to reduce. The world requires these effective [beauty] business to promise their support to an open, expressive world.".
Recently, gender fluidity has actually become a constant subject of conversation. We've seen guys using women's clothing on the runway and vice versa, brands releasing gender-neutral clothes lines and even gender-neutral toys and furniture. Beauty products are still missing from this list.