Advertising: Maybelline case study and wider reading 

Our second Advertising and Marketing CSP is the 2017 Maybelline 'That Boss Life Pt 1' mascara video advert.

This gives us an opportunity to explore the idea of gender fluidityin society and the media - plus compare the changing representation of masculinity in advertising. Notes from the lesson are here:

Gender fluidity

Gender fluidity is when gender expression shifts between masculine and feminine. Indeed, gender identity has become a major media and social issue in the last 10 years.

Young (and some older) people are increasingly identifying as gender fluid – and some have credited the internet for this change. They suggest that millennials grew up with the internet so can easily find information on topics like gender expression.

You can read more on this view and gender fluidity in this CNN article here.

Maybelline 'That Boss Life Pt 1'

The Maybelline ‘That Boss Life’ advert is part of a digital campaign for their ‘Big Shot Mascara’ product.

The campaign is significant as it is the first time Maybelline has used a male brand ambassador and digital influencers. The use of YouTube stars Manny Gutierrezand Shayla Mitchellmeans the brand can reach their combined 5.1 million Instagram followers and 2.5 million YouTube subscribers.

In addition, Gutierrez (‘MannyMua’) is Mexican-Spanish-American and openly gay, offering a very different representation of masculinity and sexuality to the 1967 Score hair cream advert.

Blog task: Maybelline 'That Boss Life' case study and wider reading

Work through the following tasks to make sure you're an expert on the Maybelline CSP and particularly the wider social and cultural context.

'That Boss Life' close textual analysis

Use your notes from class to write about the connotations and representations created by the following technical and audio codes. Write at least a paragraph on each:

1) Narrative & genre: narrative theory and sub-genre

The Narrative is that if someone puts on their mascara, they’ll instantly become rich and wealthy despite what and who they are. We see that Manny who is openly gay wears it and he becomes “gold” and the same with Shayla, who isn’t white and goes against stereotypes that adverts should include white, skinny women. The advert also challenges the stereotype that only men can wear makeup. They open up a gold, glittery suitcase and out tumbles the product that everyone wants, the ‘Big Shot’ mascara.

2) Cinematography: camera shots and movement

Camera is smooth and follows the characters, we can see slow motions shots and close ups of their eyes to show how well the mascara really is. The canted angle as soon as they change in a good way shows that their lives are turned upside down as a result of the mascara.
3) Mise-en-scene: costume & props

All the characters are wearing normal everyday clothing before putting on the mascara and we see that as soon as they do apply it, they themselves become gold - exactly the same as the product. It feels as though the gold touches everything if it is used

4) Mise-en-scene: actors, setting, lighting and colour

The lighting is always natural and the fact they are overlooking a city and have the view show that they are already high up and when they put on mascara, the colour feels as though they themselves are gold. The main actors being well known (MannyMUA and Shayla Mitchell) may imply that the famous use this, and so should you.

5) Editing: pace, transitions and visual effects

The pace of the cuts are actually quite fast apart from when the camera zooms, thats when all becomes slow and the visual effects give it a real sense of royalty as they all light up. 

6) Graphics: text/graphics on screen

The text and graphics on screen show that this is mainly for the younger generation as the use of hashtags implies that because the majority of the youngsters use hashtags on social media etc, it is also used in the advert to signify that.

7) Sound: dialogue, music and sound effects

The way Manny is talking shows the stereotype that, that is how ‘most’ gay people talk and so people may say that it is offensive as it is not challenging the stereotype. The music also feels that its mainly again for the younger generation as it has the bass and the jumpy ‘catchy’ melody. The sound effects is mostly giving the feeling of sparkles and royalty.

Maybelline 'That Boss Life': wider reading

Read the following articles on this campaign:

Glamour: Manny Gutierrez Is the First Man to Star in a Maybelline Campaign, and Its a Huge Deal
Your Story: Cosmetics giant breaks gender stereotypes by choosing male model as a face of the brand
Adweek: Maybelline Recruits Manny Gutierrez as Its First Male Beauty Star

Complete the following questions/tasks:

1) Why was this campaign such a landmark for beauty product advertising?

Because the advert is saying that beauty brands are finally getting the hint that makeup isn't just for girls; it's for guys too.

2) What do the articles suggest regarding the changing representation of sexuality and masculinity?

3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies?

As influencers continue to show their prowess in the beauty space, it is not surprising that Maybelline jumped on the bandwagon, said Wendy Liebmann, chief executive officer of WSL Strategic Retail. “Maybelline is saying, ‘We’re a very social brand and we want to maintain a younger, more digital shopper base.'

4) Why do you think Maybelline chose to use MannyMuaand MakeUpShaylain particular?

They may chose the YouTube stars MannyMUA and Shayla Mitchell (MakeUpShayla)because it means the brand can reach their combined 5.1 million Instagram followers and 2.5 million YouTube subscribers. 

5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?


Media Magazine: The Changing Face of Masculinity

Now go to our Media Magazine archiveand read the feature 'The Changing Face of Masculinity' in MM63 (page 15). This will allow us to compare our two advertising CSPs - the Score hair cream advert and the Maybelline digital campaign. Answer the following questions:

1) What message does the article suggest the Score hair cream advert is trying to communicate to the 1967 audience?

2) How does the article suggest the Score hair cream advert uses narrative to sell the product?

The ‘Score’ ad uses a large image of a grinning man dressed like a hunter with a rifle nestled in the crook of his arm. belts. Four women look up at him adoringly (one reaches out longingly) while the fifth, with a sultry expression, looks directly at the consumer. The advert is using female sexuality to
show men they can have power: you can conquer, you will be desired.

3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?

A dominant reading of the ‘Score’ text would be that as a heterosexual male, one can achieve everything presented before them in the picture: power, control and sex appeal, with better hair. An oppositional reading or a critical interpretation would be that the macho-laden ideas presented in
this image are damaging to male self- esteem and present women as passive and merely decorative

4) Applying Stuart Hall's reception theory, what does the article suggest the preferred and oppositional readings could be for the Score hair cream advert?

5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?

6) What is the narrative of the Maybelline advert?

The narrative of the maybelline advert is clear -

7) What does the article suggest the Maybelline advert's message is?

By simply applying the mascara, the wearer – female or male – is instantly transported to a more sophisticated cosmopolitan life surrounded by the finer things: a Manhattan hotel room, glamorous
clothes and the promise of admission to the hottest clubs in the world’s greatest city.

8) The final section of the article focuses on masculinity. What do the Score advert and the Maybelline advert suggest regarding the changes in society and media between 1967 and 2017?