Makeup company Maybelline has been marketing make up to women. But now the company is switching things up. Don't worry, it's not the signature pink and green mascara that has long been a staple in our make up bags. It's the way the mascara is marketed itself.
Maybelline has recently unveiled their first male model, Manny Gutierrez. While Gutierrez might seem like an unlikely choice, the new spokesperson (also known as @mannymua733) is an established make-up artist.
Gutierrez is part of Maybeline's "The Boss Life" campaign promoting the company's Big Shot Mascara. In the campaign, Gutierrez is joined by Shayla Mitchell, a beauty blogger, and sweepstakes winner Jackie Flower.
In a video clip unveiled on Maybelline's Instagram on January 3rd, Gutierrez and Mitchell can be seen modeling the Maybelline mascara without fake lashes or inserts. Gutierrez also shared the clip on Instagram with the caption, "2017 you are off to an AMAZING START OMG!” Looks like someone's putting the garbage fire of 2016 well behind him!
Gutierrez is a You Tube celebrity and vlogger. Gutierrez has three million followers on Instagram and two million subscribers on You Tube. His make up tutorials have over 91 million views, even though his channel was started in 2014.
Gutierrez's makeup fixation started young. "As a child I would watch my mom get ready for work and just sit there for hours watching her transform," said Gutierrez. "However, it wasn't until much later on that I really started to dabble in make up myself."
Maybelline is not the first major cosmetic company to select a male model to promote their traditionally female products. In October, CoverGirl used make up artist and social media celebrity James Charles as their first male face.
Charles decided to retake his photos because his highlighter didn't "pop" enough in the originals, and he wanted his photo to be "iconic". He must have done something right, because he now has 400,000 followers on Instagram and a deal with an international beauty company.
Fellow CoverGirl spokesperson Katy Perry joined the 17-year-old Charles in making the announcement. "Honored to have the pleasure to announce the very first COVERBOY, James Charles!" said Perry of the historic moment.
Charles, like Gutierrez, also modeled mascara. Charles was featured in theSo Lashy campaign. Per CoverGirl, the mascara is a universal mascara perfect "for anyone wanting to transform their lashes into a bold look." Who says long lashes are only for ladies?