A couple of day’s ago popular cosmetic brand, CoverGirl launched their new ad campaign titled #GirlsCan. It features their current CoverGirls such as Pink, Sophia Vergara, Ellen Degeneres, Katy Perry, and Queen Latifa. In the past couple of years CoverGirl has moved on from sponsoring of the highly sexist hit show America’s Next Top Model to embracing the everyday girl. Their cast of celebrity endorsers hosts a wide range of race, ethnicity, sexual orientation and all around appearance. This new ad starts off with them listing various things they have been told they can’t do, simply because they are women. It then launches into them encouraging girls to be themselves, challenge the status quo and to never let your gender limit you.
Since it’s release, this new CoverGirl commercial has received various different reactions. For the most part people are responding positively to this message. Many feminist groups have tweeted their support for this new campaign. The comments on YouTube and tweets about the commercial by viewers also seem to be mostly positive. However, a few people are questioning the ethics behind using feminism as a marketing tool. Although this ad might be exploiting feminism, there’s no denying it’s a powerful and positive message for a cosmetic company to send.
The timing of this commercials release also speaks to its message. This was one of the last commercials P&G release for the Olympics. The 2014 Winter Olympics have been filled with controversy including Russia’s Anti-Gay laws. By releasing an ad meant to empower people, and including an opening gay female in the commercial, P&G was clearly speaking out against the scandal in Russia going on. The Olympics in general are all about coming together and breaking boundaries and being the best you.
While this #GirlsCan CoverGirl campaign is a positive ad meant to inspire people, it falls flat in my opinion. Sexism isn’t dead, but most people of this generation in America aren’t limited by their gender. It’s also hard to relate with many of the celebrities that they used in the ad. Half of them are middle aged or older, and the other half that are closer to teenagers are unknown stars. Not to mention this ad has nothing special or exciting about it. I watched this ad many times hoping that I missed the special element the first time around. It appears the exciting and intriguing part of this ad was meant to be the message, not the delivery of it. I applaud CoverGirl for portraying such a positive message to young girls, but they would be more successful with an innovative, creative and interesting advertisement.