James Charles is the first male ambassador for CoverGirl, introduced in mid-October of 2016. He began his work as spokesmodel -working- alongside Katy Perry. The seventeen year old already had a massive social media presence began and YouTube channel dedicated to makeup tutorials before his career as ambassador (which is what caught CoverGirl’s eye). This ad complicates and challenges gender stereotypes with the addition of a male as the spokesmodel.
This ad is made for anyone who wears makeup. Traditionally, makeup is advertised to and for women. Something CoverGirl, and other companies, have made clear since roughly the beginning of the nineteenth century. But, surely there is a market for men wearing makeup? Turns out, there is. And, as …show more content…
A CoverGirl ad, usually, would only get the attention of those looking to buy their products. But with this historic and deliberate ad, those outside of the target audience were exposed to this ad. Many people who would not have flinched at the same ad with a female spokesmodel became indignant at this ad, depicting a boy wearing makeup. Such a simple thing created such backlash, but at the same time, support. This was designed to create a dialogue; whether that be supportive or outraged. And the negative reception was created mainly by those who were outside of the primary and secondary targeted audiences, by the people who felt that the ad went against their prejudices and …show more content…
Inherently, there is nothing ‘feminine’ about wearing makeup. Men and women alike have been doing it for millennia. Personal grooming, self-love, confidence should not be seen as something only women do (nor should it only be seen through the use of makeup, but that is not the point here). Everyone should have the chance to feel good about themselves, regardless of gender. And if that requires a nose contour and winged eyeliner, it is no one’s business what gender you are. Toxic masculinity is hurting boys (and the entire world). One makeup ad isn’t going to fix that but it’s a step in the right
This ad is made for anyone who wears makeup. Traditionally, makeup is advertised to and for women. Something CoverGirl, and other companies, have made clear since roughly the beginning of the nineteenth century. But, surely there is a market for men wearing makeup? Turns out, there is. And, as …show more content…
A CoverGirl ad, usually, would only get the attention of those looking to buy their products. But with this historic and deliberate ad, those outside of the target audience were exposed to this ad. Many people who would not have flinched at the same ad with a female spokesmodel became indignant at this ad, depicting a boy wearing makeup. Such a simple thing created such backlash, but at the same time, support. This was designed to create a dialogue; whether that be supportive or outraged. And the negative reception was created mainly by those who were outside of the primary and secondary targeted audiences, by the people who felt that the ad went against their prejudices and …show more content…
Inherently, there is nothing ‘feminine’ about wearing makeup. Men and women alike have been doing it for millennia. Personal grooming, self-love, confidence should not be seen as something only women do (nor should it only be seen through the use of makeup, but that is not the point here). Everyone should have the chance to feel good about themselves, regardless of gender. And if that requires a nose contour and winged eyeliner, it is no one’s business what gender you are. Toxic masculinity is hurting boys (and the entire world). One makeup ad isn’t going to fix that but it’s a step in the right