Maybelline Case Study

That Boss Life' close textual analysis

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

• Typical narrative structure - Protagonist are seen to be boring and bland, after the use of the product they're glamorous.
• Todorov's theory of equilibrium, Disequilibrium the protagonists have arrived at the hotel without the make-up and the new equilibrium are the characters seen glamorous after using the product. The end shot of the bell boy seen using the product concludes the new equilibrium (peace is restored).
• Genres include: Romance and Adventurous, Suitcase is presented as a treasure chest with gold glow.

2) Cinematography: camera shots and movement

• Extreme close up shot of the eye and make-up being applied.
• Cinematography helps create glamorous reality.

3) Mise-en-scene: costume & props

• Gold clothes - prestige, high end clothing, royality
• Wearing casual clothes then seen wearing gold clothing - transformation after applying the product
• Suit case represented as a treasure chest.

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

• Actors: Manny the opening gay man, Shayla the typical beauty influencer and the Bell Boy who is a typical masculine man who transforms into a glamorous character after appealing the make-up.
• Set in a hotel in New York. The hotel is not massively glamorous purposefully done to reflect the audience of the protagonists.
• A lot of bright lighting seen throughout the advert as well as natural lighting used predominantly in the first scenes of the advert.
• The colour gold is seen constantly throughout the advert - suggestions of royalty and a glamorous lifestyle.
• White is also seen throughout the advert and gives a clean look.

5) Editing: pace, transitions and visual effects

• Time lapse at the start of the advert when bellboy enters the room.
• Multiple jump cuts when protagonists are on the bed.
• Sparkle effect seen overly used throughout the advert.
• Golden glow when suit case is opened.
• All create a sense of a glamorous, luxury lifestyle.

6) Graphics: text/graphics on screen

• Yellow and gold seen throughout the advert.
• Urban text - aims at the younger audience attracted through the fan base of the protagonists.

7) Sound: dialogue, music and sound effects

• Sparkle sound effect used multiple times throughout the advert.
• Music was upbeat and designed to appeal to a younger audience.
• Lyrics in the song reflect the advert.
• Manny presented as camp - reinforcing typical stereotypes.

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 It’s 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

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

This campaign was a landmark for beauty advertising as it was the first time Maybelline has uses a male figure to promote their product. This in turn will cause for future advertising in make-up to focus the male audience who may also use their product as well as the female audience. "After decades of limiting make-up ads to women, beauty brands are finally getting the hint that make-up isn't just for girls; it's for guys too."

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

The articles suggest that males are becoming more involved and seen in make-up adverts and that the use of products such as make-up on men is now considered accepted in society and they are now being taken into consideration when releasing a new beauty product.

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

Digital influencers such as Gutierrez and Mitchell are attractive to companies because they are 'truly leading influencers in social media' and have a combined follower count of 5.1 million, this secures Maybelline an audience as their followers are loyal and likely to watch the advert on release, meaning Maybelline can appeal to other audiences.

4) Why do you think Maybelline chose to use MannyMua and MakeUpShayla in particular?

MannyMua is a openly gay influencer who has a strong follower base that keep up to date and follow MannyMua's media pages. By using Manny Maybelline can appeal to an even wide audience including a male audience as well as Manny's fan base. By using MakeUpShayla Maybelline can also add different ethnic diversities in their ad, appealing to another greater audience.

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

Its important that the celebrities, have a big following or fan base and that they are immediately recognizable. 

Media Magazine: The Changing Face of Masculinity

Now go to our Media Magazine archive and read the feature 'The Changing Face of Masculinity' in MM63 (page 15).

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

The advert is suggesting that men have dominance and power over women, "The advert is using female sexuality to show men they can have power: you can conquer, you will be desired."

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

"Uses a large image of a grinning man dressed like a hunter with a rifle nestled in the crook of his arm. He is help aloft on a tiger-skin platform by five women dressed in sexualised hunting clothes". The advert uses narrative to try and communicate to the male audience that they want to use this product in order to seem more desirable and in turn be in the same position as the man in the advert.

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

The advert reinforces a patriarchal society, where women are seen to be below men and had typical job roles already set out for them (house wives). "The bran's personality and voice is all about masculine supremacy and self-belief, and is heavily reinforcing stereotypes of a patriarchal society.

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?

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 (although they they’re good for carrying your ammo).

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

Manny Gutierrez is a Mexican-Spanish-American and Shayla Mitchell is a African-American, beauty YouTubers from minority backgrounds. This is significant to the Maybelline advert as it highlights the issues of gender representation, ethnicity and lifestyle. Manny is an openly gay beauty influencer who is changing the way society view masculinity as well as how brands promote their products.

6) What is the narrative of the Maybelline advert?

“The advertisement tells the story of two YouTubers, Manny Gutierrez and Shayla Mitchell checking into a New York hotel room with stunning views of the city. They open up a gold, glittery suitcase and out tumbles the product that everyone wants, the ‘Big Shot’ mascara. 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.”

7) What does the article suggest the Maybelline advert's message is?
The article suggests that the advert is trying to empower the youth and make them feel confident about themselves and is trying to suggest that people do not need to follow typical masculine and feminine views. “Maybelline is challenging the expectation of who wears their product, and is showing their support for everyone and anyone who wants to reach for their mascara.”

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?

The adverts show how their has been a huge change in society between 1967 and 2017. In 1967 society was much more traditional and masculinity was seen as superior. However now the Maybelline 2017 advert empowers both masculine and feminine views and brings them together, suggesting that everyone can use their product.