Here’s Why L’Oreal Made An Important Statement By Appointing Manny MUA As Maybelline’s First Male Ambassador

L’Oreal’s most popular makeup brand, Maybelline, created history by appointing the male makeup artist and YouTube celebrity, Manny Gutierrez (aka Manny MUA), as its new ambassador. Gutierrez has a fan following of over 2 million on YouTube and is one of the most talented makeup artists on the internet. L’Oreal created history by breaking the traditional gender stereotypes in the promotion of its makeup products. It seems that the beauty industry is constantly evolving and adapting itself to current times. L’Oreal’s announcement comes shortly after Covergirl’s announcement that James Charles will be its first male Covergirl representative. This is a divergence from the beauty industry’s traditional representation of thin, fair skinned, female models in its campaigns, and hence the message that ‘beauty is all inclusive’ becomes loud and clear. With the acceptance of all kinds of people who love makeup into the folds of beauty, irrespective of their gender identities, sexual orientation, or ethnicities, companies such as L’Oreal, along with sending an empowering and inclusive message, are also indirectly helping build their own businesses. By openly embracing men into the world of mascaras, lipsticks, and eyeliners, L’Oreal’s prospective customer base is bound to increase. People who like makeup, irrespective of their gender identification, will surely support a company that represents them. Also with the open acceptance of men in makeup, a lot of prospective male customers who are still shy of buying such products, might come forward.

L’Oreal has always been on the forefront when it comes to building brand value through real connections and authenticity. Recently, L’Oreal Paris formed a Beauty Squad, a team of five popular vloggers of different ethnicities and age groups, to promote its products through social media. L’Oreal could have roped in much more popular celebrities for the promotion of its products, but instead it wanted to include people with whom the beauty community connects because of their expertise. Similarly, by engaging a male makeup artist to be Maybelline’s spokesperson, L’Oreal shows how it desires to truly embrace all its users even the unconventional ones. In his first Maybelline campaign, Gutierrez starred alongside MakeupShayla, a beauty blogger with over 2 million Instagram followers, to promote Maybelline’s Big Shot mascara. This advertisement featuring a man and a woman of color promoting beauty products traditionally promoted by Caucasian women is expected to bring about a big change in the mindset of the beauty industry that will eventually serve the beauty industry well.

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