Covergirl capitalizes on the current fascination and obsession with anime and manga makeup to promote their Covergirl teens line.
This Covergirl teens ad highlights the most popular manga makeup process, making the eyes look bigger. The ad shows an animated character with her eye becoming extremely large after using the Covergirl teens product.
The ad was created by Grey Argentina.
Implications - As Japanese products, customs and pop culture infiltrate Western society, it is not surprising that women are attempting to change themselves in order to look more like their favorite pop culture characters. Whether it is as subtle as eye makeup, or as extreme as false lashes and pupil-enhancing contacts, it just goes to show that consumers will do just about anything to mimic the ones they idolize.
Mega Eye-Enlarging Makeup
Covergirl Teens Ad Goes For Manga Peepers
Trend Themes
1. Anime Makeup - Creating makeup products and tutorials catered towards achieving anime-inspired looks presents an opportunity for beauty brands to tap into the current fascination with Japanese pop culture.
2. Eye-enlarging Techniques - Developing innovative makeup techniques and products that enhance the appearance of larger eyes opens up possibilities for cosmetic companies to meet the demand of consumers looking to emulate the exaggerated eye looks seen in manga and anime.
3. Pop Culture Influenced Beauty - Brands can leverage the trend of consumers wanting to resemble their favorite pop culture characters by launching makeup lines that offer products inspired by iconic anime and manga aesthetics.
Industry Implications
1. Beauty - The beauty industry can explore and capitalize on the demand for cosmetics that help consumers achieve the desired eye-enlarging effects popularized by anime and manga.
2. Fashion - Fashion brands can collaborate with makeup artists and beauty influencers to create makeup looks that complement clothing styles inspired by Japanese pop culture, offering a seamless and cohesive experience for consumers.
3. Entertainment - Entertainment companies can develop strategic partnerships with beauty brands to release limited-edition makeup collections tied to popular anime or manga franchises, merging the realms of makeup and fandom.