Roz B. Kirkham and Weller. "Cosmetics: a Clinique case study." (268-273).

Rosalyn Bocker
10/7/2007
WGS 220-05
Kirkham and Weller. "Cosmetics: a Clinique case study." (268-273).

Description:
• In order make products "acceptable" to men Clinique differentially
coded their products to separate "male" ones from the "female" ones (268)
Analysis:
• Products/ads coded through color (men = grey, blue, black and white to
evoke "rationality" and "objectivity", women=softer, delicate, pastel,
associate with infants, traditional femininity) (269)
• "Men's" ads contain lots of info (factual, rational
"choices"/"no-nonsense", convenient, simple ) women need no info (already
indoctrinated by other females, focus on color, pleasure) (271)
• Women's products= sexuality/appealing to men/Men's products=cleansing
(manly clean) (271)
• Female product need no distinction/labeling (assumed feminine by virtue)
Men's products marked as "for men"/emphasize rough/tough qualities (not
"girly foamy cream cleanser") (272)
• Depend on gender stereotypes to create binaries/separate "feminine" from
"legitimate" male products (273)
Vision: Implied
• Market items without creating a binary (man/woman, strong/soft etc) to
define products
Strategy:
• Don't use/support gender stereotypes/binaries in order to promote products