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.
Male Makeup Brand Campaigns
Rimmel is Featuring Lewys Ball in Its Newest Marketing Campaign
Trend Themes
1. 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.
2. 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.
3. 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.
Industry Implications
1. 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.
2. 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.
3. 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.