Adriana Lima Back At Maybelline, Shocking No One, Since They Always Hire Models For Their Advertising
Adriana Lima is over her alleged dalliance with Justin Bieber, and is back to work at a familiar haunt. A Victoria's Secret supermodel, Lima has returned to Maybelline as a spokesmodel, so expect to see the Brazilian's unfairly gorgeous visage as you flip through fashion mags or go shopping in the aisles of Walgreens or CVS or Target.
Big deal, right? Famous faces are always recruited as reps for mass market brands, appearing in all accompanying print and in-store advertising, ultimately associating the A-list fashionista and celeb with the image conscious and style savvy commonista. The advertising message is simple. If I buy this lipstick that A. Lima is wearing in this ad, I will be beautiful like her.
It's not rocket science, guys.
And then I noticed something that is really interesting pertaining to the major drugstore brands and a deeper psychology at play. Other Maybelline spokesmodels include Christy Turlington, Jourdan Dunn, Kemp Muhl, and Emily DiDonato. All models. It seems that models are usually the choice reps for this brand, and they are all superhuman when it comes to their beauty. I'm picking up what the Mighty Maybelline is putting down. They've got beautiful products for beautiful people.
Then there is fellow mass brand Revlon, which usually hires actresses of all ages and eras, like Halle Berry, Diane Keaton, Olivia Wilde and Emma Stone to promote their products. Jessica Alba was once a Revlon girl, too. The use of actresses from multiple generations presents the brand as one for Everywoman, literally. Women of every age can find something appropriately offered by Revlon, which isn't catering to a specific demo; it's a more widely cast net. Yes, Stone, Wilde, and the entire lot of Revloners are breathtaking in their beauty, but they are known for other things besides their looks.
COVERGIRL, on the other hand, is more musically oriented, with Katy Perry, Pink, DJ duo NERVO, and Becky G partnered up with the brand. Taylor Swift and Rihanna are previous CGs.
The recent appointments of Perry and Pink, who are both daring, adventurous, and anything-but-easy-to-copy with their makeup looks and styles, were impressive, since it showed that COVERGIRL was adapting to an edgier, more modern customer. Their offerings are way more exciting to me nowadays. I almost consider CG to be the MAC of mass market, thanks to the appreciation for an edge and their newfound cool. No, seriously!
And NERVO? They are sisters and an EDM duo. Clearly, someone in the CG marketing department is paying attention to what a more fringe audience is into.
It's worth mentioning that Ellen DeGeneres is also a COVERGIRL. Even though the beloved talk show host is a bit of a Plain Jane with her makeup, it's still a smart pick for COVERGIRL, since minimal makeup users might gravitate towards the brand if they desire a similar, makeup-less look adopted by Ellen.
There's a lot of psychology at play here... or I am being way too Freudian?
While I certainly shop the MAC, Make Up For Ever, and Urban Decay counters and shelves at Sephora first, I must admit that getting lost at the new, boutique-like makeup outposts at CVS has become much more indulgent and fun, and the mass brands are responsible for that.
Images: Getty Images