Gone are the days when women are the only sex that wears makeup publicly. Cosmetics brand Maybelline has recruited it’s first ever male beauty star.
For years male models, actors, and celebrities have been done up in makeup to fine-tune their looks for work and photo-shoots. It’s normal for them, what’s less normal is seeing men in mascara, eyeshadow, and lipstick. However, gay makeup artists have been beating their faces for some time now and the cosmetic industries have started to take notice.
Maybelline took a page out of makeup powerhouse Cover Girl book who used their first male makeup artist James Charles as it’s first Cover Boy in an October commercial.
Maybelline has elicited the help of YouTube makeup influencer Manny Gutierrez to promote it’s golden-tube Big Shot Mascara by Colossal. Both a first for Maybelline who normally uses supermodels and actresses to star in advertising roles. Manny shares the spotlight with female makeup artist Shayla Mitchell in a branded video series with the slogan “Let’s Get Bossed up”.
Manny Gutierrez boasts an impressive 3 million followers on his Instagram @mannymua733 and lives by his motto “I think boys deserve just as much cosmetic recogition”.
With reality stars like Kylie Jenner and her larger than life following which catapulted her LipKit line; cosmetics brands have learned that social formats are the new wave to advertise their products.
Adweek list a 2013 JWT survey of 1,000 men in the U.S. and U.K. found that 54% of men use skincare products like moisturizer and eye cream.
MAYBELLINE New York’s new Big Shot Mascara uses Manny to encourage viewers of any gender to “lash like a boss”. Check both influencers out in “That Boss Life” here:
In a statement, Manny says he’s “thrilled to be able to work with a global brand like Maybelline that is recognizing male influencer talent and is willing to shine a spotlight on it”. Though men are growing in numbers when it comes to personal grooming don’t expect to find your guy at Sephora shopping for highlighter no time soon.