# Male Makeup Brand Campaigns Rimmel is Featuring Lewys Ball in Its Newest Marketing Campaign By Mishal Omar | Published 2017-01-30 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/rimmel References: [popsugar](http://www.popsugar.com/beauty/Rimmel-Campaign-Boy-Blogger-43063771) & [youtube](https://www.youtube.com/user/lookingforlewys) 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. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 43% | Activity: 51% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [New Ventures](https://www.trendhunter.com/newventures) ## Key Themes ### 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. ## Related on Trend Hunter - [Made-for-Men Makeup Lines](https://www.trendhunter.com/trends/nunorm.md) - [Blurred Cosmetic Campaigns](https://www.trendhunter.com/trends/mac-cosmetics-and-ella-gross.md) - [Sports-Fan-Inspired Beauty Campaigns](https://www.trendhunter.com/trends/eyes-lips-face-fandom.md) - [Daring Gymnast Stunts](https://www.trendhunter.com/trends/thrill-seeker-mega-lift-mascara.md) - [Influencer-Led Mascara Campaigns](https://www.trendhunter.com/trends/milani-cosmetics-and-the-lipstick-lesbians.md) - [High-End Beauty Campaigns](https://www.trendhunter.com/trends/la-beaut-louis-vuitton-campaign.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Comprehensive Men's Makeup Kits](https://www.trendhunter.com/trends/mens-makeup-kit.md) - [All-Asian Beauty Campaigns](https://www.trendhunter.com/trends/maybelline-face-the-difference.md)