Maybelline Singapore called out for reinforcing gender stereotypes with Benjamin Kheng wearing eyeliner Facebook post

Maybelline Singapore postA Facebook post by cosmetics brand Maybelline in Singapore that claimed to be breaking gender stereotypes with an image of a celebrity wearing eyeliner has been called out for doing the opposite.

Benjamin Kheng postTwo images of singer-songwriter Benjamin Kheng side by side show him supposedly with and without eyeliner, and the copy besides the picture reads: “Benjamin Kheng from The Sam Willows isn’t afraid to break gender stereotypes; when on a theatre stage, he counts on the Maybelline Power Black Liner to give his eyes that extra intensity! Even a guy can achieve this look, you girls can do it too! #MaybellineSG #PowerBlackLiner“.

First to take issue with the post was blogger Kirsten Han, who suggested that Maybelline was reinforcing gender stereotypes by saying that “Even a guy can achieve this look” so women should too.

Another commenter wrote: “Maybelline, you might wanna rethink your marketing team’s approach on this. It’s ill-informed and helps concrete archaic ideals of women following a man’s lead.”

“Such a waste, you should have used this as an opportunity to market to men, not to coax girls into using something just because a (very handsome) man is too.”

One suggested that the post should be used as a case study in gender studies classes.

Another poster wrote: “So, today, one of the world’s leading cosmetic brands that caters to largely women just backtracked the feminism progress. Maybe it’s idiocy, maybe it’s Maybelline?”

The post is no longer visible on the timeline of Maybelline Singapore’s Facebook page.

Mumbrella has approached the company for comment.


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