Sex+

Finally, a makeup advertisement addressing the fact that makeup is an ARTFORM, and isn’t only used to “hide your flaws”.

Oh my god Maybelline! Well fucking done! *raucous applause and whooping*

well...i certainly agree with the message.  makeup is a legitimate form of individual expression.  but i'm not about to get all bright eyed and bushy tailed for maybelline.

even if it were a real ad (edit: it's not!), companies only market in a way that is necessary for profit.  the beauty industry is increasingly exploiting the growing attempts to critique patriarchal expectations of female beauty.  these critiques threaten the success of these companies which, more often than not, thrive on body shame and sexism.  companies like maybelline only care about empowerment as long as is brings in the cashola.  the green.  the money, honey.

related to this week's sex+ (men & femininity)