Be who you want to be not who you are taught to be.
Client: El Corte Inglés
Objective: Create a Femvertising strategic campaign for a classic Spanish brand: El Corte Inglés. El Corte Inglés is a department store. There you can find fashion, technology, toys, food, supermarket, etc.
Insight: Self-expression is a big part of confidence, but men don’t have the space to explore it
Big Idea: An immersive makeup experience that helps men find new ways to express themselves
Execution: A pop-up event where men are guided by the women in their lives to explore how makeup can be a tool for self-expression and boosting confidence.
Feminism.
Dictionary
Definitions from Oxford Languages · Learn more
fem·i·nism
/ˈfeməˌnizəm/
noun
the advocacy of women's rights on the basis of the equality of the sexes.
PROBLEM
The concept of this advertising campaign is to motivate men to feel confident enough to buy typical items the other gender wears or uses such as makeup. People don’t buy certain items because they believe it's not accepted or typical for them to wear or use. There is little to no education on men wearing makeup in the world.
EXAMPLES
Makeup for men
Skirts for men
Dresses for men
Skirts for men
Women in suits
FOCUS
Focused on men wearing makeup. Men are scared to wear makeup because it's what "women do", but why can't men wear makeup? Is it not manly enough? Has no one ever marketed it to them? Is it not socially acceptable? Do they not know how?
Makeup on Men
Instagram is perfect to post
story ads on the product and
events. The multiple images and videos feature for posting allows people to see variety. Hashtags are useful to bring awareness and traffic.
99k followers compared to Tik Tok only 16k
The Main Event
The main event at El Corte Inglés would feature pop-up experiences in both outdoor spaces with closed-off, curtain-sectioned areas for a more private setting, or indoor spaces offering a more intimate setting to teach men about makeup. When the men enter, their moms, aunts, teachers, sisters, or girlfriends will guide them through the makeup process, creating a personal and meaningful experience.
The campaign would highlight male athletes like Jared McCain, a Duke University graduate now at the 76ers, who challenge traditional societal norms. He gained a lot of attention by painting his nails on social media, sparking conversation among men, and opening up the door to possible new tools of self-expression for men. Role models like McCain help create a space where men can embrace makeup, break stereotypes, and express themselves confidently in an intimate, supportive environment at El Corte Inglés.
Benefits
COURAGE
Give the men courage to be "who they want to be not who you're taught to be". If men feel insecure or want a different look, who is to stop them from putting on makeup?
Why are women socially accepted to wear makeup but men are frowned upon when doing so?
CHANGE
For so long the industry has mainly marketed to women making it seem socially unacceptable for men to wear makeup. It's time to encourage change in the makeup industry and open up to a new target audience.
ACCEPTANCE
By marketing to men, it brings awareness that it's okay to wear makeup for whatever reason you have. Men have the right to feel beautiful as many women do when they decide to put on makeup.