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Will men's make-up be boosted by Manny Gutierrez becoming the face of Maybelline?

An international make-up brand recently appointed YouTube star Manny Gutierrez as the face of their latest campaign. Does this mean gender boundaries are blurring?

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Stunning women have long graced the ad campaigns of several cosmetic brands. Be it actresses or models, one has always associated female ambassadors with make-up companies. But that appears to be changing with Maybelline New York having signed its first male ambassador, Manny Gutierrez. The beauty vlogger who boasts of three million followers on Instagram and over two million subscribers on his YouTube channel, already has his own eye shadow palette and a lip set named after him. He shared his big news on Instagram, “2017, you are off to an AMAZING START OMG! So excited to finally announce that I am part of the @maybelline #bigshotmascara campaign! Honestly, I couldn’t be more honoured thrilled!” 

Manny aka @mannymua733 is not the only one. In October, Covergirl, too, went down the male route signing up 17-year-old James Charles as the face of the company for their So Lashy mascara range. They wanted customers to realise make-up is “open to everyone.” Roping in Instagram influencers is a smart move as well as these social media stars have vast followers and increase visibility for the brands. But are people ready for male make-up stars? After Hrs speaks to Indian make-up artists to find out what they think of the move...  

Mallika Bhat

Artistry is not gender-bound. I am very happy that people are accepting this trend. I know a lot of men who wear make-up and enjoy the transformation process as much as any one of us. Even our gods in Indian mythology were decorated and made up with colour. It’s 2017 and it’s high time we live and let live.

Clint Fernandes

The ad takes gender fluidity to another extreme. It’s a bit of a drag queen look which is popular in the West. Men wear make-up but still sport a stubble and full brows. This will draw a lot of attention towards the brand and the human rights aspect of it. It’s breaking away from the norm that make-up is for women and football is for men. Brands often do things for shock value so this could help boost sales. I don’t know if Indian companies would follow suit as over here most people are not ready to accept it.

Ojas Rajani

When I started 25 years ago, people looked at me as if I was crazy to wear make-up. Even guys who work at the make-up counters would receive flak for wearing it. There would always be a certain crowd who would frown upon it, whereas the more educated lot think it’s more acceptable. Men have been wearing foundation for the screen since Shammi Kapoor’s days. And there’s no harm in men or women wearing make-up — as long as you are comfortable and carry it with style and panache. Pop icons like Prince, George Michael and Michael Jackson have also worn make-up in the past, so I don’t see how it matters. The brand has done a clever thing by teaming up with Manny as word-of-mouth helps sales.

Kapil Bhalla

It’s very progressive. In today’s day and age such a campaign should be accepted by all. There are a lot of men, who use some make-up whether it’s bronzer or compact or concealer. There’s no harm in that. In fact, Tom Ford had a nail polish line as well. I think an all male make-up range would do quite well and will make them more comfortable as well.

Vipul Bhagat

I have done make-up for male celebrities like Sachin Tendulkar and Hrithik Roshan, but they do it for the cameras and not for daily life. Men don’t wear too much make-up on a regular basis as some feel it’s too feminine. Having said that, this is a good move. Gay men who like to dress up will be more accepted. It will also increase people’s knowledge about make-up that can be used to cover scars and imperfections.

Virginia Holmes

Make-up is about transformation. So it’s non-gender specific. Look back at its history and see how men have actually worn make-up before. It’s not new...we just think it is.

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