Rimmel is the latest makeup brand to feature a male for one of their campaigns, a pattern across the cosmetics industry that is proving to be increasingly popular.
The British brand will be featuring the British teenager Lewys Ball in its newest campaign. Ball is currently a YouTube celebrity who has developed a large online following for the self-taught makeup expertise that he shares online. The Rimmel campaign features other models as well, with the most well-known being the brand's ambassador Cara Delevingne.
Ball's inclusion in Rimmel's marketing campaign reveals a rapid shift in the makeup industry – one that accommodates the less mainstream but booming popularity of makeup artists online who are representative of people of varying genders and racial backgrounds.
What's Driving This Trend
- Male Makeup Brand Campaigns
- The trend of featuring male influencers and makeup artists in beauty campaigns presents an opportunity for cosmetics companies to tap into a growing, diverse audience.
- Online Makeup Artists
- The rise of online makeup artists like Lewys Ball highlights the potential for disruptive innovation in digital beauty platforms and virtual makeup applications.
- Representation in Cosmetics
- The increasing demand for inclusive and diverse representation in the cosmetics industry presents an opportunity for brands to create inclusive marketing campaigns and products.
Who This Affects Most
- Beauty and Cosmetics
- The beauty and cosmetics industry has the potential to disrupt traditional gender roles and expand its target audience by featuring male influencers in marketing campaigns.
- Social Media and Influencer Marketing
- The rise of online makeup artists and influencers opens up new opportunities for brands to reach and engage with diverse audiences through social media and influencer partnerships.
- Digital Beauty Technology
- The demand for virtual makeup applications and online beauty platforms is on the rise, creating opportunities for innovation and disruptive technologies in the beauty tech industry.
