“We are in a gender evolution, not a revolution.”
We often come across the phrase, "What gender are you". At one point in time you were either male or female, a simple choice between two. Over the past years, we have been redefining what gender really means. Gender is no longer just male or female. Gender is fluid. In 2014, Facebook began offering more than 50 terms for gender identity.
Like gender, makeup has often been regarded as something only for women. Thanks to Milk Makeup and Very Good Light, a mens beauty site, makeup is not only a thing for women but something for all genders.
Target: Makeup users - changing peoples minds to view makeup in a gender-less way rather than a gender-specific way.
Insight: Makeup is often related to women, however, gender fluidity is starting to revolutionize we view products. Being genderless or agender is just as much an identity as being male or female.
Brand Idea/Positioning: #BlurTheLines: Generation Gender is a campaign aimed to stop gender-basing makeup products. The campaign video follows seven models of different genders and sexual orientations that all have different stories. David Yi, the starter of Very Good Light stated, "We needed to do a genderless campaign where we can blur the lines between sexualities, genders and show that makeup is for all. Makeup is that vehicle that is there to truly make a difference in someone's life."
Objective: To change perceptions on how makeup is viewed in our society. Many people today don't identify specifically as male or female and makeup shouldn't be defined by genders either. The partnership with Milk Makeup features their blur stick that can be used universally.
Strengths: After reading David Yi's article on Very Good Light, I gained a better insight on gender fluidity in todays world. This campaign plays on many current issues that have come to light especially after the recent Trump election. To be completely honest, I have always just thought of gender as "male, female, transgender, or other." But after reading this article and campaign I realized the difference that gender identity can have on the way we view products. Gender isn't something that you can just tick off in a box. Everyone has their own individual style and I think that this campaign did an amazing job at capturing those qualities of people.
Weaknesses: I thought that the video was a great introduction to featuring the seven different individuals. However, I would've liked to see more into their stories. The blog post on Very Good Light featured in depth interviews with each person. And while a two minute video is hard to capture, I think that explaining more behind the campaign and the inspiration would make it a little clearer for the viewers.
Watch the campaign below:
Read more into the campaign:
http://www.verygoodlight.com/2017/03/06/milk/
http://www.refinery29.com/2017/03/144033/milk-makeup-blur-the-lines-campaign