Link to the ad: https://www.youtube.com/watch?v=KmmGClZb8Mg
CoverGirl recently launched a new campaign ad entitled “Girls Can” and the minute long video advertisement features a plethora of strong female celebrities encouraging girls to go after their dreams and, above all, to be themselves. The ad includes a diverse group including Ellen DeGeneres, Queen Latifah, P!nk, Janelle Monae, Sofia Vergara, and professional female hockey player, Natalie Wiebe. These famous women express all the ways they hear what girls can’t do and how they’ve broken through these barriers to accomplish great things while challenging the standards. The feminist vibe and overall good message from these familiar celebrities’ faces is refreshing and admirable and I appreciate the efforts of the company to send important ideas like this out to their female audience. However, it’s important to remember that this company’s purpose is to sell makeup and other beauty products to females internationally. Its very existence is dependent on women believing that they have to supplement their outer beauty with thousands of dollars worth of makeup every year. Makeup and the female emphasis on beauty is a huge symptom of the patriarchy’s effects in our society, and even while applauding the efforts of companies like CoverGirl to empower girls, we should keep these key facts in mind.
We gave this advertisement three stars, because while it is feminist-friendly, it is still being put out there by a beauty product company. Let us know if you agree or disagree in the comments!