Tag Archives: COVERGIRL

[Glossed Over] Pretty is Actually Plenty, Thank You

“Pretty is not enough,” explains this new Bare Escentuals ad campaign. “Pretty is nice. It’s fine. [...] But beauty? Beauty can change the whole world.

That’s because pretty — as in just a pretty face — “is what you are,” but beauty is “what you do with it.” Bare Escentuals wants us all to “be a force for beauty” because “when you put pretty into action, there’s NO LIMIT TO WHAT YOU CAN DO.”

Confused? But sorta inspired? Maybe suddenly thinking about buying a new eye shadow?

Then this ad campaign hit its mark. And I am thoroughly annoyed.

This isn’t the first time a cosmetics company has borrowed positive body image rhetoric to sell lip gloss and foundation. Last year, COVERGIRL’s “Stand Up For Beauty!” campaign featured Drew Barrymore, Ellen Degeneres and other celebrities defending beauty as some kind of inalienable right of women, then gave away $50,000 to the winner of their YouTube video contest who talked about how she was beautiful even though she had to wax her mustache.

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[Glossed Over] Don’t Call COVERGIRL’s Contest Winner “Mustache Girl.”

 

Ellen Stands Up For Beauty Photo

Oh Ellen. Not you too.

 

COVERGIRL has announced the winner of their “Stand Up for Beauty” Video Contest. (Remember their Campaign Declaration Cloud, that read like a spambot’s mash-up of “love your body” rhetoric mixed with “buy our products” reminders? How could you forget?)

You can go watch the video on their website real quick, and then come back and we’ll talk about Nicole, “an Ohio gal” who is “funny, ambitious, and positive” and just netted herself $50K by making faces at the camera while putting on makeup and fessing up to her lady ‘stache.

Hi! I’m Nikki. When I was a kid I used to get picked on. I was kind of awkward and hairy. They called me “Mustache Girl?” Yeah, I have a little bit of uh, hair on my upper lip. But it doesn’t matter to me what they say. I know with CoverGirl, I can feel beautiful just being me. I don’t have to be Miss Popularity. I don’t have to be serious and conform. I can be funny or quirky. I can fall down sometimes! If I want to. I don’t have to spend a fortune to feel pretty. I don’t have to wear designer clothes. I don’t have to be a Size Zero. Ha ha. I don’t have to shave my legs every day — but I don’t have to have a mustache either. Hmm. I can be glamorous and sexy and I think nerdy can be kind of cute. I don’t have to wear makeup, but I like to. Not for you, but for me. Because I. Am. Beautiful.

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[Glossed Over] COVERGIRL Says Beauty is the Victim.

Oh dear. Where to even begin with COVERGIRL’s Stand Up For Beauty Campaign?

Cover Girl Stand Up For Beauty Declaration Cloud Photo

The gist, as you’re probably catching from their “Declaration Cloud,” above, is that beauty has been getting a bad rap, kind of like that cheerleader that everyone says slept with the whole swim team, when really, it was just like, two or three guys, tops. Drew Barrymore and a whole bunch of celebrities and beauty bloggers are on board, “defending beauty’s honor” and claiming lip gloss’s ability to put a smile on your face as an inalienable feminist right. And COVERGIRL is even planning to give $50,000 to whichever Beauty Defender made the best video of why she stands up for beauty.

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