Bud Light, Target and Disney stand out as beacons to what may befall corporations that choose to tout their woke credentials at the expense of a loyal customer base, yet some companies eagerly fall headlong into the abyss.
The popular makeup and cosmetic company Maybelline falls into this category with a new promotion earlier this week for Amazon’s Prime Day that employed a man with a full beard to promote its product — makeup artist and “Maybelline Partner” Ryan Vita, whose pronouns are “he/she/they,” plugged a new lipstick while showing off his carefully manicured long nails.
Posted on Instagram, the caption began: “Of course we have @amazon prime day deals @ryanvitabeauty !!!”
View this post on Instagram
This effort followed an ad shared last week featuring fully-bearded makeup artist Zak Taylor promoting a new makeup line — the two ads featuring effeminate men not only further an ongoing campaign on the left to emasculate men and rid the world of their “toxic masculinity,” but also represent two potential jobs for women lost.
View this post on Instagram
While Maybelline is now dealing with considerable fallout over the ads, this is far from the first time the company has used bearded men to sell makeup.
“Maybelline has used members of the LGBTQ community and men to market its products for years (including some who are bearded), most notably in 2017, when it enlisted Manny Gutierrez, known for his popular “Manny Mua” YouTube channel with nearly 5 million subscribers, as its first male star of a marketing campaign,” Forbes reported.
Bud Light tried to push Dylan Mulvanery, a 26-year-old biological male who fancies himself a young girl, on America and that proved to be perhaps the most disastrous marketing decision ever, and Target lost billions in market value after pushing a “tuck-friendly” swimsuit line for children. It remains to be seen what impact, if any, Maybelline will experience in promoting testosterone-challenged “men.”
Here’s a quick sampling of the pushback being seen on Twitter:
Should @Maybelline get the @budlight treatment? pic.twitter.com/z4YOxWyMhf
— Libs of TikTok (@libsoftiktok) July 13, 2023
Maybe it’s NOT Maybelline for me. Ever again. pic.twitter.com/BZwT8wGl9G
— Gina Bella (@ginabella) July 13, 2023
Ah, yes. Nothing inspires me to buy makeup more than seeing it smudged on the face of a bearded man!
— Summer Lane (@SummerEllenLane) July 13, 2023
“Strong enough for a woman, made for a man”.
— Abe Froman™ (@WerIstDeinPa) July 13, 2023
Hell, nah! I don’t want to use makeup that would make me look like that dude.
Those T dudes better start buying a lot of make up to make up for the losses Maybelline is about to see LOL
— Jeanette (@JeanetteF1972) July 14, 2023
Not sure what they are trying to sell but I am not buyin it. So over this crap. Any brand doing this now just screams desperation and I am not going to play into that.
— TasiaB (@cmnsenselady) July 13, 2023
@Maybelline congratulations: pic.twitter.com/nG4dNQrUsm
— Boss Babe (@GirlBoss2024) July 14, 2023
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Tom Tillison grew up in Maryland before moving to Central Florida as a young teen. It is in the Sunshine State that he honed both his passion for politics and his writing skills. Tillison also contributes to BizPac Review.
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