Maybelline and Rimmel London Follow in CoverGirl’s Footsteps, Appoint First-Ever Male Beauty Ambassadors
You know what they say, three time’s a trend! On the heels of CoverGirls’ recent appointment of 17-year-old James Charles as their first-ever male brand ambassador, two more major personal care and beauty brands have stepped up and done the same.
Early this month, Maybelline named beauty influencer and vlogger Manny Gutierrez (@MannyMUA733) as their first male ambassador. With a staggering 3 million Instagram followers and 2.1 million Youtube Subscribers, Gutierrez is easily one of the most renowned male beauty gurus. Sure enough, this isn’t the influencer first turn on the rodeo – he’s previously partnered up with Benefit and GlamGlow in the past and has even collaborated on his own eyeshadow palette with insta-cult favorite, Makeup Geek. This is, however, Maybelline’s first venture into Influencer Marketing. “We’re so excited to team up with Manny and Shayla, who are true leading influencers in the social media world, on our first ever video campaign that features influencers as the stars,” said Maybelline Senior Vice President of Marketing Anne-Marie Neslon Bogle via a press release. Gutierrez first campaign has him starring alongside equally successful influencer Shayla Mitchell (@MAKEUPSHAYLA) to promote the brand’s new Big Shot Mascara.
We knew you couldn't wait! That Boss Life part II starring #bigshotmascara, @makeupshayla, @mannymua733 and #mnysweepstakes winner, @jflowers1533 is here! Make sure you share your boss looks with us using #bigshotmascara and stay tuned for more this 2017 as we will continue to do big things with @makeupshayla, @mannymua733 and YOU. Now, let's get bossed up. 👊🏼
Last week, Rimmel announced their plans to get in on this new industry trend as they 17-year-old beauty vlogger Lewys Ball became the face of their latest campaign. “So happy to announce I have joined the Rimmel family as their ambassador for their new campaign,” Ball wrote in a post shared via Instagram. “Get ready to Live the London look.. [sic] Unpredictable, authentic, dramatic — the London look is whatever you want it to be no matter where you are in the world. Makeup is for everybody to wear, it doesn’t matter who you are.”
It’s refreshing to see gender-inclusivity trending in the beauty industry – and pioneered by a major corporation with over 50 years in the biz, no less!
As these brands continue in their attempts to target a younger demographic, it’ll be interesting to see how their strategies and products evolve to better appeal to the millennial and post-millennial generations. If there’s one thing we’ve learned last year, it’s that these consumers are unapologetic about their values… and expect the companies they frequent to be the same (provided that those values align, of course).
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