Katie K. Kirkham, Pat & Alex Weller. Cosmetics: A Clinique Case Study

Kathryn Kokoszka
Friday Oct. 12, 2007
WGS 220-05
Pat Kirkham, Alex Weller. Cosmetics: A Clinique Case Study

Description:
• Clinique toiletries genders products for men and women particularly with advertising. (268)

Analysis:
• How a product is presented and the looks of it is as important as the product itself. (268)
• Advertisements follow the binary opposites accepted and related to men and women.(269)
• One distinction is color; men's products are grey and blue, women's are pastel or soft colors like pink, these reinforce gender stereotyping. (269)
• Pastel colors signify softness, gentleness, innocence, and caring. Male colors like black and blue show strength and boldness. (269)
• In men's products advertisers put more information on toiletry about the product because they think men don't have much knowledge about the products. (270)
• Females have no information because it is assumed they were taught it by other women. (270)
• Advertisers, like Clinique, use different language on male products so there isn't any relation to being feminine. For example, instead of calling a face wash "foaming cleanser" they call it "scruffing lotion or face scrub" so it seems rough, tough, and ok to buy. (272)

Vision:
• Need to breakdown the boundaries and gender stereotypes in product promotion. (273)

Strategy:
• Some advertisements allow men and women to accept and use certain products that were originally intended for the opposite gender. (273)