After decades of using famous female faces to promote its products, iconic makeup label Maybelline has announced that for the first time in its history, its brand ambassador will be none other than male makeup artist and social media celebrity, Manny Gutierrez.
And let’s be clear here: this is a very, very big, history-in-the-makeup-industry-making, deal.
The iconic makeup label shared the news earlier this week, announcing that alongside beauty blogger Shayla Mitchell, Gutierrez would be the face of its latest campaign for the Colossal Big Shot mascara, and in turn, its first-ever male model.
"2017 you are off to an AMAZING START OMG!" Gutierrez captioned an Instagram video following the announcement. "So excited to finally announce that I am part of the @maybelline #bigshotmascara campaign! Honestly I couldn't be more honored thrilled! Thank you to Maybelline for taking a chance on me!" he wrote to his three million followers.
Manny Gutierrez on Instagram.
In a statement released by Maybelline, the makeup tutor also said he was “thrilled to be able to work with a global brand like Maybelline that is recognising male influencer talent and is willing to shine a spotlight on it.”
The move by the New York-based cosmetics giant comes months after CoverGirl announced James Charles as its first CoverGuy, and Georgio Armani released their gender neutral Him / Her Lipcare balm in a bid to diversify the industry and create space for the millions of men worldwide who wear makeup.
Congratulations, Manny!
Top Comments
Curious if this will work well. I've no issue with it, but if you are trying to market a product predominantly use by one sex not sure if it will work using a man wearing the product. On the other hand maybe they are going after the gay or trans market? Or perhaps just the publicity alone is enough. Having said all that he certainly does do a good job of his eyes. And funnily enough I really don't know if I have ever bought makeup based on who the 'ambassador' was regardless of whether I liked the person or not, probably because the kind of people I find attractive (dark skinned) look nothing like e as I am pale, so I wouldn't be able to see myself in that person even though I might think wow they look great in that makeup, I know it wouldn't suit me.
I don't think the sex of the ambassador really matters to the makeup fanatics. I'm not one, but just by looking at his face you can see how great he makes the products look, plus tutorials and things like that would be pretty universal to everyone (eg. Applying foundation wouldn't really be different for men or women..) Just my take on it all!! :)