CoverGirl for Feminism

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.


3 thoughts on “CoverGirl for Feminism

  1. At first when I saw this post, I was really excited. I’m a proud feminist, and by feminist, I mean that I believe that everyone deserves equal opportunities and shouldn’t be limited by their race, sexual orientation, ethnicity, and gender. However, I don’t agree with your comment “most people of this generation in America aren’t limited by their gender,” merely on the basis that if women weren’t limited simply because they’re women, we’d have no need for these campaigns or feminism in general. I believe that if I want to be a CEO, I can do that. If I want to be president, I absolutely can do that. If I want to get married and have my husband work a 9-5 job while I take care of the kids, I deserve to be able to do that, too. The problem is that women are not regarded as equals, and while I think that this Covergirl campaign could have been better, and despite what their intentions might have been, at least it’s a step in the right direction.


  2. I agree with “shapp”‘s comment in that it is a step in the right direction. I like that they are using real women and taking away the airbrushed images. I think advertising is more personal and people would relate better to ads if they were left feeling positive as opposed to feeling like they need to fill a void.


  3. It certainly is a positive message. But simply by being a cosmetic company, they still have to send women the message that they need their product to improve themselves. Without CoverGirl makeup, women won’t have the confidence in their appearance they need to do these great things. It’s the right message coming from the wrong medium.


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