Covergirl is known for their beauty supplies and makeup, and it is no secret that they primarily advertise to women as their target audience. This advertisement is no exception.
In this Covergirl ad, they are promoting their mascara as a market leader based on the reasons they list to buy their products. The one reason that stuck out to me as a female gender stereotype is the line that says, “No ugly cry face tears.” In my opinion, this plays on the stereotype that women are more emotional and cry more often than men.
I can only think of one product that is comparable that would be primarily advertised to men. The product that comes to mind is eye-black. It is the black lines that football players paint on under their eyes. I would guess there has never been an ad for these products with a tagline that goes something like, “No ugly cry streaks if your team happens to lose the big game.”
This hero banner ad can be found here , on the Covergirl website.
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