Adam G. Kirkham, Pat and Alex Weller. Cosmetics: A Clinique Case Study. 268-273.

Adam Gonzalez
10/12/07
Gender and Pop Culture 220
Cosmetics: A Clinique Case Study

Description
• Examines the gendering of toiletry products for men and women and how advertising of the products differentiates the male and female ones. (268)

Analysis
• Appearance and presentation of a product is just as important as the product itself. (268)
• Packaging is organized in a way to translate statements about gendered objects. (268)
• Color is a distinction in which gender stereotypes are reinforced. (269)
o Men = grey, muted blue = seriousness, and masculinity
o Women = pastels and soft colors = delicate, beauty, and feminine
• Amount of information (270)
o Male products carry greater amounts of information because they are less experienced in buying toiletries than women
• Advertising must make male products distant from female products for masculinity. (270)
• Male products have male hands holding the products. (271)
• Naming, writing, and labeling of products is an important element of gender coding. (272)

Vision and Strategy not stated