Valenzuela- Kirkham, Pat & Weller, Alex. Cosmetics: A Clinique Case Study

Joe Valenzuela
October 12, 2007
WGS 220-05
Kirkham, Pat & Weller, Alex. Cosmetics: A Clinique Case Study
Description
• While working under the guise of tearing down normative gender roles, beauty products (in this case, by Clinique) designed for men or women utilize gender stereotypes in their advertising to market to their demographics.
Analysis
• Cosmetic companies seek to equate the quality of advertising with the quality of the product (268)
• Advertising for men usually includes colors that are typically associated with males (blue, gray, black, white), while products for women include softer colors.(269)
• Male advertisements and products convey a certain message of seriousness to the use of the product, as to avoid discrediting one's masculinity. (270)
• Advertisers provide more information on male products, as to educate them and initiate them into buying products. Products designed for females do not include information, as it is understood that they know what the product is for. (271)
• The aesthetics of the products for women are meant to convey the idea that using this pleasing looking product will be an enjoyable experience, and will add to one's beauty. (271)
• Male products use language that is traditionally more masculine in order to reassure men that the product is not feminine. (273)
Vision
• None
Strategy
• None